Abstract
TikTok has established itself as a key space for political communication in Latin America, where candidates seek to connect with young audiences through short, visual messages with strong emotional appeal. This study examines the cases of Argentina, Mexico, Ecuador, and El Salvador, selected for their media relevance and the possibility of comparing the same electoral period. Its objective is to analyze how presidential candidates in these countries build identity and mobilize support through discursive strategies on TikTok. The research uses a mixed design that combines content and lexicometric analysis of 1,312 posts published during the 2023 and 2024 campaigns. The results show the predominance of spectacularization and emotional appeal over political deliberation, with variations associated with each country. Overall, TikTok appears as a shared regional space, fragmented in its discourse and strongly oriented toward emotion.
| Translated title of the contribution | From #ForYou to the vote: Expressive and informative strategies of Latin American presidential candidates on TikTok |
|---|---|
| Original language | Spanish |
| Article number | e0087 |
| Journal | Desde el Sur |
| Volume | 17 |
| Issue number | 4 |
| DOIs | |
| State | Published - 22 Dec 2025 |
Bibliographical note
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