The use of political imagery on TikTok and its impact on citizen participation in Cuenca, Ecuador

Abstract

TikTok has emerged as a dominant platform for creating and disseminating content on social media, captivating millions of users, especially young people. In this context, politicians have begun to use TikTok to build and project their public image, seeking to connect with citizens in a more direct and modern way, identifying the dynamics, perceptions, and effects that this platform generates on civic behavior and the interaction of citizens with local political leaders. This research analyzes the digital strategies employed by politicians in Cuenca on the TikTok social network to turn their accounts into a solid and appealing communication channel. The methodology used in the research was mixed and relational with a cross-sectional design, as it collected data from a population or sample at a specific time. The results demonstrated how political imagery on the TikTok social network impacts citizen participation in Cuenca, Ecuador. In conclusion, the digital strategy Cuenca politicians employ on their TikTok accounts enables the growth of their audience and the positioning of their brand.