<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1390-8634</journal-id>
<journal-title><![CDATA[Universitas-XXI, Revista de Ciencias Sociales y Humanas]]></journal-title>
<abbrev-journal-title><![CDATA[Universitas]]></abbrev-journal-title>
<issn>1390-8634</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86342022000100221</article-id>
<article-id pub-id-type="doi">10.17163/uni.n36.2022.09</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Nuevos medios en campaña. El caso de las elecciones autonómicas de Madrid 2021 en TikTok]]></article-title>
<article-title xml:lang="en"><![CDATA[New media in political campaign. The case of Madrid regional elections in 2021 on TikTok]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Fernández]]></surname>
<given-names><![CDATA[Víctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade de Santiago de Compostela  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<numero>36</numero>
<fpage>221</fpage>
<lpage>241</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342022000100221&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342022000100221&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342022000100221&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Con la revolución televisiva y la llegada de las redes sociales, la comunicación política ha experimentado una gran transformación, tanto en España como en el resto del mundo. El uso que los partidos hacen de sus perfiles corporativos en redes cada vez tiende más a la espectacularización y a la trivialización de los contenidos. TikTok ha sido la última plataforma en irrumpir en el tablero político, mediático y electoral. Este trabajo explora el papel que TikTok juega en la comunicación política actual, así como las posibilidades que brinda a la llamada espectacularización y el grado de profesionalización con el que trabajan las distintas formaciones. Se toman como muestra las publicaciones realizadas por los partidos candidatos durante los períodos de campaña y precampaña de las elecciones autonómicas de Madrid 2021, que son las primeras en las que TikTok pasa a formar parte de las estrategias comunicativas. El análisis de contenido se combina por medio de la triangulación con entrevistas en profundidad a los distintos grupos políticos. Los resultados evidencian un uso experimental de TikTok como herramienta electoral, una fuerte apuesta por la confrontación y la trivialización de los mensajes y una mejor respuesta del público ante lo tendencioso y espectacular. Sin embargo, su uso sigue siendo poco profesional y tampoco es determinante, es decir, lo que ocurre en TikTok se queda, al menos de momento, en TikTok.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Due to the television revolution and the arrival of social networks, political communication has undergone a great transformation, both in Spain and in the rest of the world. The use that parties make of their corporative profiles on social networks is increasingly tending towards spectacularization and trivialization of content. TikTok has been the latest platform to burst on the political, media and electoral chessboard. This research explores the role that this social network plays in current political communication, as well as the possibilities it offers for so-called spectacularization and the degree of professionalization with which the different formations work. The publications made by the candidate parties during the campaign and pre-campaign periods of the Madrid 2021 regional elections were taken as sample. This electoral appointment was the first in which TikTok becomes part of the communication strategies. The content analysis is combined through triangulation with in-depth interviews with the different political groups. The results show an experimental use of TikTok as an electoral tool, a strong commitment to confrontation and trivialization of messages and a better audience response to tendentious and spectacular elements. However, the use of this app remains still unprofessionalized and is not really decisive: what happens on TikTok stays on TikTok.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[TikTok]]></kwd>
<kwd lng="es"><![CDATA[espectacularización]]></kwd>
<kwd lng="es"><![CDATA[campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[partidos políticos]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[trivialización]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[TikTok]]></kwd>
<kwd lng="en"><![CDATA[spectacularization]]></kwd>
<kwd lng="en"><![CDATA[election campaigns]]></kwd>
<kwd lng="en"><![CDATA[political parties]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[trivialization]]></kwd>
</kwd-group>
</article-meta>
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