Tópicos Sugeridos dentro de su búsqueda.
Tópicos Sugeridos dentro de su búsqueda.
1
artículo
Publicado 2024
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The goal of the research is to identify how the educational campaigns on labor rights carried out by SUNAFIL through the social network TikTok are perceived. The study has a qualitative approach, through interviews with young workers between 20 and 25 years of age in Metropolitan Lima, users of the TikTok platform. As a result, a lack of advertising resources in the institution for the dissemination of labor rights was evidenced. However, the use of TikTok as media, as it is a social network, makes it possible to generate proximity by providing the public with educational information at their fingertips. In this way, SUNAFIL’s communication is perceived as positive and close, even more when public institutions keep a distant and formal profile, perceived as disinterested in the needs of the population. It is recommended in the communication strategy to use this digital channel to commu...
2
artículo
Publicado 2025
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The present research aimed to establish whether the dissemination of content on TikTok contributes to environmental care in engineering students. Regarding the method, it was quantitative in approach, quasi-experimental design and explanatory level with an intervention, which was the development and publication on TikTok of environmental care content. The sample consisted of industrial and agro-industrial engineering students, who were given a pre-test and after the intervention a post-test, using a 20-question questionnaire. The non-parametric Wilcoxon hypothesis test statistic confirmed the expected effects with a significance (p=0.000) allowing to conclude that the content developed and published on TikTok strengthens the environmental care of engineering students. In addition, the preparation of TikTok showed high motivation, creativity, collaborative work and ethical attitude when c...
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artículo
This article reports an exploratory study of climate change (CC) communication on the social network TikTok during the 2021Climate Summit (Glasgow, 1-12 November 2021), considered to be the last chance to halt the advance of CC. For this purpose, the 100 videos with the highest number of views during this event were examined by means of content analysis. The results have shown a new communication scenario in which influencers are the actors with the highest number of videos published in relation to CC. The media continue to be a fundamental actor in the communication of the CC and give continuity and relevance to the issue. Another remarkable result is an alarming situation: most of the videos do not cite any kind of source of information. The cases in which sources are mentioned are mainly media outlets which, in turn, do not report the origin of the data transmitted. It can be conclude...
4
artículo
Publicado 2025
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TikTok’s rapid rise and popularity pose challenges to young users. This study applies a mixed-methods approach to examine the impact of advertising on generation Alpha through the analysis of 500 child-targeted videos and the Delphi method with 12 psychologists. The quantitative content analysis reveals that TikTok’s short, dynamic videos cater to children’s preferences, with significant gender-based segmentation: boys are more frequently exposed to political and sports content, while girls encounter more beauty and lifestyle content. Experts indicate that the app’s fragmented, fast-paced content diminishes attention spans and fosters addictive purchasing behaviors among the youngest audience. Furthermore, the subtle nature of influencer-driven advertising complicates children’s ability to identify promotional content, potentially heightening their consumerism and anxiety. Thes...
5
artículo
Publicado 2022
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El infoentretenimiento de TikTok expone a sus usuarios/usuarias a contenidos perturbadores e hirientes emitidos principalmente por grupos conservadores. Esta investigación analizó los usos políticos en los contenidos de TikTok de grupos conservadores en el marco de la polarización social en Perú durante el 2022. Fake news, mensajes de acoso e incitación a la violencia pasan desapercibidos debido al laxo filtro de la aplicación. A partir de un estudio exploratorio de carácter cualitativo se analizaron comentarios y videos atendiendo sólo aquellos contenidos inapropiados aun disponibles que transgreden las normas de dicha red social. Los hallazgos identifican la producción de discursos protectoras de privilegios morales que representan miedos actuales en futuros hipotéticos (temporal-distópico), construyen su comunicación desde la perspectiva del olvidado (actorial-victimario)...
6
artículo
Publicado 2023
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This study aimed to establish a typology of the modes of spreadability of hate speech by radicalized conservative groups. Using Veron’s semiotic model, we focused on three analytical dimensions of circulation: temporalization, spatialization, and tracking. This approach helped us understand the qualities of spreadability inherent in hate speech. Employing a qualitative methodological strategy, we selected a corpus of 188 videos featuring Peruvian radical conservatives on TikTok. Through this analysis, we identified four modes of spreadability among conservative groups on TikTok: contagion, propagation, contamination, and population. The modes of spread-ability through contagion and propagation generate themes of change. Spreadability through contamination and population upholds the preservation of the past. The contribution of this study lies in explaining how the modes of circulation ...
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tesis de grado
El ‘TikTok’ como estrategia de comunicación didáctica universitaria, es el resultado de un análisis enfocado desde las aulas universitarias, cuando la censura a los alumnos por el uso de teléfonos celulares por educadores no encajaba con los avances tecnológicos de la época, por lo que su empleo subrepticio terminaba incluso en decomisos innecesarios. En los tiempos de pandemia cuando los docentes y educandos ingresaron a una nueva realidad con el trabajo remoto, la demanda de artículos electrónicos para cumplir con los fines de la educación en todo nivel, se hicieron imprescindibles y recién se valoró al Smartphone, como una herramienta que debía llenar la carencia de soporte digital. La investigación básica de enfoque cualitativo se desarrolló para demostrar que el TikTok es un medio estratégico en la comunicación didáctica universitaria. El diseño de investigaci...
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artículo
En este artículo se presentan los resultados de un estudio exploratorio sobre las características de los estilos de comunicación de mujeres influencers políticas. Se analizaron los perfiles en TikTok de ocho mujeres influencers políticas de España y Argentina, en el contexto de campañas electorales nacionales en ambos países. En primer lugar, ante la falta de consenso académico en torno a la noción de “influencer político”, se discute y propone una estipulación del concepto. Luego se presentan los principales resultados relativos a la información comunicada en los videos producidos por la muestra de mujeres influencers políticas analizada. Los hallazgos revelan que, aunque todas se inclinan por la comunicación de información política dura, existen diferencias en las microargumentaciones a las que recurren, en la frecuencia en el uso del humor y en la inclusión de te...
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10
artículo
Publicado 2025
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Purpose. Digital technologies, particularly social media, have become key agents of socialization during adolescence. In particular, TikTok and Instagram are the most widely used platforms among Spanish minors. This study aims to analyze adolescents’ perceptions of the impact of these technologies on their social life, with a special focus on gender differences and the distinction between users and non-users of both platforms. Methodology. A survey was administered to a representative sample of 1,043 Spanish adolescents aged 12 to 18. Results and conclusions. The results show that adolescents perceive the impact of digital technologies on their social relationships as neutral. However, boys generally have a more positive view than girls regarding the effect of these technologies on their well-being. Instagram users rate the impact on socialization and sense of belonging more positively...
11
artículo
Publicado 2024
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This study analyzes the representation and participation of older women on TikTok, an emerging social platform. Through a thorough content analysis of selected videos and profiles, it addresses how these women are challenging conventional media representations. The research details their participation in activities such as dances and challenges, which contradicts traditional perceptions of obsolescence and conformity to domestic roles. The findings reveal a meaningful and creative participation of older women, redefining their image in the digital context. This shift not only disproves common stereotypes, but also suggests a change in the societal perception of this demographic. This study contributes to a deeper understanding of the agency and vitality of older women in social networks, offering valuable insights for future research in advertising communication and media studies.
12
artículo
Publicado 2023
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TikTok is without any doubt the most popular social media among Gen Zers. Originally born as a lip-syncing app, it can be exploited in different ways; as such, it represents a new fertile space for political communication. In this vein, previous studies have shown that politicians all over the planet are joining the platform as a tool to connect with younger audiences. This study examines the use of TikTok in the last presidential elections in Peru. Following an affordance-based approach, we analyze all the TikToks published by the main candidates (Pedro Castillo, Keiko Fujimori, Rafael Lopez Aliaga, Hernando de Soto, and George Forsyth) during the electoral campaign, to understand if and how candidates have integrated this platform as part of their electoral strategy and what kind of content they publish and share. Through a content analysis that combines quantitative and qualitative el...
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tesis de grado
Publicado 2024
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El presente trabajo de investigación se realizó con el objetivo de explicar cómo el uso de Tik Tok influye en el posicionamiento de la marca K-Dog Urban Huancayo. El tipo de investigación es básico de nivel explicativo causal. El diseño es, no experimental, puesto que no se realizó intervención para la modificación de las variables; transversal, porque la recolección de los instrumentos se realizó una sola vez y causal o explicativo, porque se estableció si una variable influye en otra. La población fueron los clientes que siguen a K-Dog Urban en Tik Tok, la muestra fue de 100 clientes por Tik Tok que siguen a K-Dog Urban. La técnica fue la encuesta y los instrumentos fueron dos cuestionarios uno sobre el de uso de Tik Tok y el otro sobre el posicionamiento. Los resultados descriptivos indican que el 68 % de clientes considera que hay un alto posicionamiento y el 83 % que l...
15
artículo
Publicado 2024
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The interest of public administrations in interacting and generating conversation with citizens has led to the opening of profiles on social networks. The present work analyzes how the General Administration of the State, in particular, the ministries of the Government of Spain, are using the TikTok network to communicate with citizens, what content they are publishing, what the format and tone of their publications is, and what frequency of publication they maintain, to know how institutional communication of the ministries is on this social network and observe if they follow a strategic use of their profiles. To do this, a quantitative content analysis of the publications of the profiles of the 7 ministries with active presence on TikTok has been carried out, from the first publication of each profile studied until March 31, 2023. For the analysis, different variables have been conside...
16
artículo
Publicado 2024
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Sexist attitudes in the educative environment are present more usually on a daily basis, and nowaday with the social media they spread widely; nevertheless, it is also possible to perform preventive actions through them. Thus, the current research aim is to determine that the application of the formative program Tik Tok decrease the sexist attitudes among the students of the Educative Unit, Ecuador 2023. The study is applied, with a quantitative approach and a quasi-experimental design; in the sample 60 students participated and they were divided into two groups, 30 students in the control group and 30 students in the experimental group, to this last one a pre-test and a post-test was applied as an instrument which was addapted from Bonilla, et al (2022) about sexist attitudes and the survey technique. With the purpose to accomplish the study aim a program was design in TikTok with 16 se...
17
artículo
Publicado 2022
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This paper seeks to identify the main frames in the construction of pro-abortion discourses in the social network TikTok. The study is carried out through discourse analysis and the paradigm of visual framing by reviewing the audiovisual pieces —videos— in four dimensions: verbal, visual, aural and ideological. Among the main results, it was found that the different frames identified promote the resignification of abortion as a liberating, heroic, everyday and even fun practice through the use of audiovisual resources with a playful structure, appealing to emotions rather than rationality.
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artículo
Publicado 2023
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The objective of the study was to determine the use of Tik Tok and its effect for the achievement of autonomous learning in students of a private university in Ica - 2023. The methodology used was Approach: quantitative, Design: pre-experimental, Type: Applied and Level : experimental. The population consisted of N=70 participants, and applied the occasionally simple demonstrated, developed with 52 students corresponding to three specialties. The normality test made it possible to identify that it does not follow a normal distribution, proceeding to contrast the general hypothesis with the Wilcoxon T statistical test. The instruments and technique used were the questionnaire and the observation, respectively. The results obtained indicated that the x̄ analysis statistically presents better results in the posttest 44.00 in relation to the pretest 30.50. In conclusion, it is up to teacher...
19
artículo
Publicado 2024
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TikTok’s popularity in Peru during the COVID-19 pandemic confirmed that public entities linked to the health sector such as the Ministry of Health and EsSalud must define an active digital communication strategy. This research describes which characteristics of COVID-19 vaccination campaign videos in those accounts were the most effective in going viral. In conclusion of content analysis, short videos with at least one hashtag usually get more interaction and views; while dance challenges and newstype videos were frequently used by both accounts. The popularity of the videos also responds to the participation of health personnel and the immunized population. This research also provides a guide for TikTok’s narrative videos related to the public health context.
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tesis de grado
La presente investigación tuvo como objetivo determinar el impacto que tiene la red social Tik tok en la promoción turística de Antioquia, Huarochirí-Lima, 2022. Fue de enfoque cualitativo y el diseño fue etnográfico, como técnica de recolección de datos se utilizaron las entrevistas a profundidad, las cuales fueron dirigidas a turistas centennials que se encontraban visitando el pueblo de Antioquia. Entre los principales resultados, se pudo obtener que el uso de la red social Tik tok como estrategia de comunicación, tiene un impacto positivo en los destinos que se dan a conocer, debido al mayor alcance que tiene este medio social. Sin embargo, muchos de los entrevistados manifestaron que son más los turistas quienes promocionan los destinos y no necesariamente entidades privadas. Se concluyó que, si bien esta red social genera un impacto positivo en la comunidad de Antioquía...
