RT Journal Article
T1 Informing vs. promoting. The use of TikTok on France TV, BBC, and SVT
A1 Maroto González, Isaac
A1 Fieiras Ceide, César
A1 Vaz Álvarez, Martín
K1 TikTok
K1 information
K1 Promotion
K1 France Tv
K1 BBC
K1 SVT
K1 Disinformation
K1 Verification
AB This study explores the use of TikTok by public broadcasters France TV, BBC and SVT to measure its informational and promotional relevance on the platform, and to identify the types of videos that generate the highest levels of engagement among users. By examining the news profile associated with the information and the corporate profile of each of the selected broadcasters, 120 publications were analyzed, counting the number of users and interactions, including likes and levels of engagement of the content. In addition, a content analysis was carried out focusing on the formal, promotional and informative characteristics of the posts. The findings revealed an interest in both promotional and informational content shared by the platforms on TikTok. In the case of SVT, higher levels of engagement are observed in comparison to the BBC and France TV profiles. Among the contents with the highest engagement, those of an informative kind with a focus on social issues stand out, highlighting proximity and immediacy. In the promotional domain, videos about events and cultural content stand out. From a structural point of view, content designed specifically for the platform predominates, as opposed to adaptations and with a duration of <1 min
PB Frontiers
SN 2297-900X
YR 2024
FD 2024
LK https://hdl.handle.net/10347/40033
UL https://hdl.handle.net/10347/40033
LA eng
NO Maroto-González, I., Fieiras-Ceide, C. and Vaz-Álvarez, M. (2024). Informing vs. promoting. The use of TikTok on France TV, BBC, and SVT. Frontiers in Communication, 9:1410306. https://doi.org/10.3389/fcomm.2024.1410306
NO The author(s) declare financial support was received for the research, authorship, and/or publication of this article. This publication is part of the project titled “Mapa de la desinformación en las comunidades autónomas y entidades locales de España y su ecosistema digital (FAKELOCAL)” (PID2021-124293OB-I00), funded by MCIN/AEI and the Fondo Europeo de Desarrollo Regional (FEDER), as well as the project “Creación de una plataforma generadora de chatbots mediante IA para la comunicación del valor público del PSM VALUEbot” (PDC2023-145885-I00), funded by MCIN/AEI/10.13039/501100011033 and by the Union Europea NextGeneration EU/PRTR. The author César Fieiras-Ceide has an FPI contract from the Spanish Ministry of Science and Innovation under reference (PRE2022-103954)
DS Minerva
RD 28 abr 2026