Estrategia de comunicación de los cuerpos de seguridad a través de píldoras audiovisuales en TikTokPolicía Nacional y Guardia Civil en España

Resumo

Purpose: The main objective is to know the details of the audiovisual pills or short TikTok videos of the Spanish security organizations: the National Police and the Civil Guard. Design / Methodology / Approach: A quantitative and qualitative methodology is used through a manual review on TikTok, in which different variables are established for the analysis, also comparing the activity of the two security organizations. Results: The results underscore that both security bodies have built an identity on TikTok, adapting the content, language and type of videos to this social network and its audience, which, to a greater extent, is grouped in Generation Z. Limitations / Implications: The investigation is limited by the space of time studied, as well as by the very nature of the application. TikTok, due to its type and recent expansion, hardly has any external analysis tools, so the data collection has been done manually and time has had to be limited to make a manageable analysis. On the other hand, the implications of the research overlap with the present, where social networks coexist with society and are part of our lives. It must be borne in mind that, over the years, the different technological evolutions, the appearance of new social networks or changes in the current ones, organizations vary their digital strategies due to the expansion of options of current tools. Originality / Contribution: The investigation will be the first analysis of the communication of Spanish security organizations on the TikTok platform. This contribution may mean the beginning of successive studies on security communication in emerging applications where new generations reside. In addition, the article delves into the use of audiovisual pills in TikTok accounts in order to know how the use of this tool is proposed for the approach, engagement and communication with citizens.