POLITICAL INFLUENCERS COMMUNICATION DURING THE 2023 ARGENTINIAN CAMPAIGN ON TIKTOK

Abstract

Introduction: the aim of this research is to find out about the modes of communication used by Argentinean political influencers on TikTok during the 2023 presidential campaign, in order to investigate the content -between August and November-published by 10 influencers, who have different statuses in terms of the number of followers. We analyze the strategies of enunciation, the convergences between digital politics and the contents of the mass media, the political internet users involved and the types of content. Methodology: a qualitative analysis was carried out, using methodological tools from socio-semiotics. Results: the existence of 4 enunciative strategies in their clips has been evidenced: the imitation of ways of communicating on social networks of citizens, politicians, militant internet users and journalists. Thus, with their content on the media platform, they emulate the form of enunciation of other socio-political subjects. Discussion: it was observed that these new digital actors generate discourses of adherence to one of the political candidates, however, at the same time, they also produce discourses in rejection of one or more of them, as well as of politics in general. Conclusions: it has been shown that not all political influencers during the Argentinean campaign of 2023 assume the role of filter - of intermediaries - between politicians and citizens, but that this is linked to their strategy of enunciation.