Latin American Presidents on TikTok: Bukele, Lasso, and Maduro

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The emergence of new digital platforms has led to the evolution of global communication. Even in the realm of politics, there has been a shift toward adapting to these new social networks, which has been further accelerated by the significant global events that have taken place since 2020. In this context, studies have focused on the use and impact of digital tools, such as the social network TikTok, on information and interaction. The increased use of this platform has been particularly evident in Europe and first-world countries. However, in Latin America, the use of TikTok at the political level remains limited. This research has therefore focused on three political representatives who have managed accounts on the platform, and to analyze how politics influences this type of network, which was initially intended for pure entertainment and social interaction. The study has examined fundamental aspects such as initial data, strategies, commitment, content, and brand management. Politics has shifted from traditional arenas to new digital platforms, where an audience hungry for digital content can be found. As a result, digital marketing on TikTok has become central to political campaigns. By leveraging communication in the digital environment, political branding can be effectively managed on the TikTok social network.

Idioma originalInglés
Título de la publicación alojadaCommunication and Applied Technologies - Proceedings of ICOMTA 2023
EditoresDaniel Barredo Ibáñez, Laura M. Castro, Araceli Espinosa, Iván Puentes-Rivera, Paulo Carlos López-López
EditorialSpringer Science and Business Media Deutschland GmbH
Número de páginas11
ISBN (versión impresa)9789819977536
EstadoPublicada - 2024
EventoConference on Communication and Applied Technologies 2023 (ICOMTA 2023) - MX, Puebla, México
Duración: 6 sep. 20238 sep. 2023

Serie de la publicación

NombreSmart Innovation, Systems and Technologies
ISSN (versión impresa)2190-3018
ISSN (versión digital)2190-3026


ConferenciaConference on Communication and Applied Technologies 2023 (ICOMTA 2023)

Nota bibliográfica

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.


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