Estilos de comunicación de mujeres influencers políticas en TikTok

Abstract

In this paper we present the results of an exploratory study on the characteristics of the communication styles of female political influencers. We studied the profiles on TikTok of eight political influencers from Spain and Argentina in the context of national electoral campaigns in both countries. First, given the lack of academic consensus around the notion of a political influencer, we discuss and propose a concept. Then, we present the main results concerning the information communicated in the videos produced by the sample of female political influencers analyzed. Our findings reveal that although all of them lean towards communicating hard political information, there are differences in the micro-arguments to which they resort, so as in the frequency they use humor, and in the inclusion of topics from the gender agenda in their communications.