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Article . 2021 . Peer-reviewed
License: CC BY NC ND
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Article . 2021
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Estrategia de comunicación de los cuerpos de seguridad a través de píldoras audiovisuales en TikTok Policía Nacional y Guardia Civil en España

Authors: Eglée Ortega Fernández; Jonattan Rodríguez Hernández;

Estrategia de comunicación de los cuerpos de seguridad a través de píldoras audiovisuales en TikTok Policía Nacional y Guardia Civil en España

Abstract

Purpose: The main objective is to know the details of the audiovisual pills or short TikTok videos of the Spanish security organizations: the National Police and the Civil Guard. Design / Methodology / Approach: A quantitative and qualitative methodology is used through a manual review on TikTok, in which different variables are established for the analysis, also comparing the activity of the two security organizations. Results: The results underscore that both security bodies have built an identity on TikTok, adapting the content, language and type of videos to this social network and its audience, which, to a greater extent, is grouped in Generation Z. Limitations / Implications: The investigation is limited by the space of time studied, as well as by the very nature of the application. TikTok, due to its type and recent expansion, hardly has any external analysis tools, so the data collection has been done manually and time has had to be limited to make a manageable analysis. On the other hand, the implications of the research overlap with the present, where social networks coexist with society and are part of our lives. It must be borne in mind that, over the years, the different technological evolutions, the appearance of new social networks or changes in the current ones, organizations vary their digital strategies due to the expansion of options of current tools. Originality / Contribution: The investigation will be the first analysis of the communication of Spanish security organizations on the TikTok platform. This contribution may mean the beginning of successive studies on security communication in emerging applications where new generations reside. In addition, the article delves into the use of audiovisual pills in TikTok accounts in order to know how the use of this tool is proposed for the approach, engagement and communication with citizens.

Country
Spain
Related Organizations
Keywords

tiktok, Píldoras audiovisuales, Social Sciences, Social networks, Comunicación social, H, Audiovisual pills, 316.77, Guardia Civil, Audiencia y difusión de los medios, M31, M37, Redes sociales, Policía Nacional, 5801.01 Medios Audiovisuales, 007:654, policía nacional, TikTok, Communication, Communication. Mass media, Internet (Ciencias de la Información), comunicación, 007, Comunicación audiovisual, National Police, P87-96, guardia civil, redes sociales, Comunicación, Civil Guard, 5910.01 Información, 6308 Comunicaciones Sociales, píldoras audiovisuales

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    popularity
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    Top 10%
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    Top 10%
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    Top 10%
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
12
Top 10%
Top 10%
Top 10%
gold