The appeal of brevity: TikTok in the political campaigns of presidential candidates in Mexico

Abstract

In the midst of the Covid-19 pandemic, was established the TikTok socio-digital platform, which has grown exponentially in recent years. This platform is used most frequently for political communication purposes. However, works on the topic are scarce. The objective of this article is to analyze the use of TikTok during the presidential campaign in Mexico by the three candidates: Xóchitl Gálvez, Claudia Sheinbaum and Jorge Álvarez Máynez. For this, the respective profiles of the candidates on TikTok have been reviewed, in a period that covers from March 01, 2024, the date on which the campaign begins, to May 29, 2024, the date on which it ends. For this purpose was used a multimodal content analysis that combines qualitative and quantitative aspects, based on a table with different analysis categories. The results show that the candidates made constant use of TikTok, but it were Álvarez Máynez and Sheinbaum who adapted best to the platform. It is concluded that the impact, use, as well as the progress and popularity of the platform as a political communication tool still needs to be observed.

Fecha de recepción: 31/05/2024

Fecha de aceptación: 21/09/2024