Scientific communication after the COVID-19 crisis: TikTok publishing strategies on the transmedia board

Juan Ignacio Martin-Neira*, Magdalena Trillo Domínguez, María Dolores Olvera Lobo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


Introduction: This research aims to show the vision of prominent journalists regarding the adaptation of science journalism to digital contexts. In addition, it addresses the possibilities offered by this web ecosystem to use transmedia narratives and TikTok as platforms for dissemination. Methodology: The methodology applied included semi-structured interviews with professionals linked to institutions, media, and university researchers in the area of Communication. Results: The study demonstrates the opportunity that the transmedia environment represents for science journalism as an ally to bring knowledge closer to new audiences. On a practical level, they point out its graphic potential, access, and immediacy, in addition to proposing recommendations on content, style, and relationship with the users of the messages that are disseminated in TikTok. Discussion: The research also includes a critical sense of the need for professionals and the media to adapt to new environments as a vital factor for sustainability. Understanding that it is not a question of passing trends but of the challenge of recovering the confidence of audiences and guaranteeing their viability. Conclusions: In addition to reporting rigorously on topics of interest at a critical moment of misinformation, it must aspire to create communities around science and generate attractive content for audiences not accustomed to this information. Avoiding a replicating use of social networks, taking advantage of all their narrative possibilities, and, ultimately, contributing to reinforcing the value of the professional practice in a context of media discrediting.

Translated title of the contributionComunicación científica tras la crisis del COVID-19: estrategias de publicación en TikTok en el tablero transmedia
Original languageEnglish
Pages (from-to)109-132
Number of pages24
JournalRevista Latina de Comunicacion Social
Issue number81
StatePublished - 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2023, University of La Laguna. All rights reserved.


  • COVID-19
  • Digital journalism
  • Science journalism
  • Scientific communication
  • Social media
  • TikTok
  • Transmedia storytelling


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