Comunicación científica tras la crisis del COVID-19: estrategias de publicación en TikTok en el tablero transmedia

Juan Ignacio Martin Neira; Magdalena Trillo Domínguez; María Dolores Olvera Lobo

doi:10.4185/RLCS-2023-1841

Authors

Juan Ignacio Martin Neira Universidad de Granada https://orcid.org/0000-0001-9754-1177
Magdalena Trillo Domínguez Universidad de Granada/Grupo Joly https://orcid.org/0000-0003-0647-2781
María Dolores Olvera Lobo Universidad de Granada https://orcid.org/0000-0002-0489-7674

DOI:

https://doi.org/10.4185/RLCS-2023-1841

Keywords:

Transmedia Storytelling, TikTok, Digital Journalism, Science Journalism, Scientific Communication, Social Media, COVID-19

Abstract

Introduction: This research aims to show the vision of prominent journalists in regards to 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 reinforce the value of the professional practice in a context of media discrediting.

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Author Biographies

Juan Ignacio Martin Neira, Universidad de Granada

Periodista chileno, con un Master en Comunicación Científica y actualmente está cursando su doctorado en Ciencias Sociales en la Universidad de Granada, España. Ha trabajado profesionalmente en medios de comunicación y, en particular, en el área de comunicaciones de proyectos de divulgación científica en Chile (Proyecto Explora), además de ejercer la docencia en la Universidad de La Serena y en la Universidad Católica del Norte. Sus líneas de investigación se centran en el periodismo científico, nuevas narrativas, redes sociales y comunicación audiovisual.

Magdalena Trillo Domínguez, Universidad de Granada/Grupo Joly

Periodista, doctora en Comunicación por la Universidad de Granada (España), máster en Gestión Cultural y especialista en Periodismo Digital por la UOC de Barcelona. Cuenta con más de veinte años de experiencia como periodista en diferentes medios de comunicación y una década como profesora universitaria. Directora del periódico 'Granada Hoy' (2008-2021). Actualmente compagina la docencia con el proyecto de Transformación Digital en el Grupo Joly, empresa editorial líder en Andalucía. Líneas de investigación: innovación en medios, periodismo transmedia (nuevos perfiles, géneros y formatos) y cibermetría aplicada a los medios. Premio Meridiana a la Igualdad de Género. Colabora como analista en medios nacionales como RTVE.

María Dolores Olvera Lobo, Universidad de Granada

Doctora en Documentación, profesora titular del Departamento de Información y Comunicación de la Universidad de Granada (España) y profesora de las Facultades de Comunicación y Documentación, y de Traducción e Interpretación. Es investigadora principal en proyectos nacionales de I+D+I financiados por el Ministerio de Economía, Industria y Competitividad, y en numerosos proyectos de innovación docente en la Universidad de Granada. Es miembro del Grupo de Investigación HUM-466. Sus líneas de investigación se centran en la Comunicación Pública de la Ciencia, la Recuperación de Información y las Nuevas Tendencias en Traducción.

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