<?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>S1390-86342022000100173</article-id>
<article-id pub-id-type="doi">10.17163/uni.n36.2022.07</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Engagement de los ministerios de sanidad español, inglés y alemán en TikTok]]></article-title>
<article-title xml:lang="en"><![CDATA[Engagement of the Spanish, English and German health ministries on TikTok]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Forja-Pena]]></surname>
<given-names><![CDATA[Tania]]></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>173</fpage>
<lpage>194</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86342022000100173&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86342022000100173&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86342022000100173&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Durante la pandemia provocada por la Covid-19, las instituciones dependientes de los gobiernos tuvieron que asumir numerosos retos, entre ellos los esfuerzos de comunicación para informar a la ciudadanía sobre la situación. Uno de los principales canales de comunicación fueron las redes sociales, incluida la emergente red social TikTok. Este estudio analiza el engagement de tres ministerios de sanidad europeos, el de España, Reino Unido y Alemania, en la red social TikTok. El objetivo del estudio es concluir cuáles son las estrategias de comunicación de cada perfil y qué contenidos lograron un mayor engagement con los usuarios. Estos países son los únicos que tienen perfil en la red social y fueron creados durante la pandemia provocada por la Covid-19, por lo que la labor de los ministerios y el contenido creado en TikTok se vio influenciado por la situación sanitaria. En este estudio se utilizó la metodología de análisis de contenidos, estudiando cada uno de los perfiles de los ministerios de sanidad y también cada uno de los vídeos publicados. Cada país asumió el reto de manera diferente, Alemania fue el perfil que creó más contenido y logró los niveles, más altos de engagement; Reino Unido solo publicó ocho vídeos, pero consiguió unas cifras de engagement muy elevados y España, a diferencia de sus compañeros europeos logró unos niveles de engagement más humildes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract During the pandemic caused by Covid-19, government-dependent institutions had to take on numerous challenges, including communication efforts to inform citizens about the situation. One of the main communication channels was social networks and, among them, the emerging social network TikTok. This study addresses the analysis of the engagement of three European ministries of health, that of Spain, the United Kingdom and Germany, on the social network TikTok. The objective of the study is to conclude which are the communication strategies of each profile and which content achieved greater engagement with users. These countries are the only ones that have a profile on the social network, and they were created during the pandemic caused by Covid-19, so the work of the ministries and the content created on TikTok was influenced by the health situation. In this study, the methodology used was content analysis, studying each of the profiles of the health ministries and each of the published videos. Each country took on the challenge differently, Germany was the profile that created the most content and the one that achieved the highest levels of engagement; The United Kingdom only published eight videos, but it achieved very high engagement figures and Spain, unlike its European peers, achieved more humble engagement levels.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Engagement]]></kwd>
<kwd lng="es"><![CDATA[TikTok]]></kwd>
<kwd lng="es"><![CDATA[Covid-19]]></kwd>
<kwd lng="es"><![CDATA[política]]></kwd>
<kwd lng="es"><![CDATA[sanidad]]></kwd>
<kwd lng="es"><![CDATA[España]]></kwd>
<kwd lng="es"><![CDATA[Reino Unido]]></kwd>
<kwd lng="es"><![CDATA[Alemania]]></kwd>
<kwd lng="en"><![CDATA[Engagement]]></kwd>
<kwd lng="en"><![CDATA[TikTok]]></kwd>
<kwd lng="en"><![CDATA[Covid-19]]></kwd>
<kwd lng="en"><![CDATA[politics]]></kwd>
<kwd lng="en"><![CDATA[health]]></kwd>
<kwd lng="en"><![CDATA[Spain]]></kwd>
<kwd lng="en"><![CDATA[United Kingdom]]></kwd>
<kwd lng="en"><![CDATA[Germany]]></kwd>
</kwd-group>
</article-meta>
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