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This paper analyses the communication strategy of the main Spanish political parties on TikTok after the embryonic phase of 2020. Through content analysis, it identifies in quantitative and qualitative terms the use of TikTok by the PP, PSOE, Podemos and Vox, by observing their rate of publication, engagement and type of interaction, predominant themes and adaptability to narrative and discursive techniques. The study, which covers the period from 1 January to 31 December 2021, consists of 562 units of analysis. The results show a settlement and consolidation on the platform and a clear dominance by the Partido Popular and Podemos, as well as the firm emergence of the PSOE, absent until now. A growth in engagement can be seen, although little use is made of the interaction that the social network can facilitate in order to contribute to debate and social participation. The confrontation between leaders, accusations against the governing party and controversial topics, which reflect polarisation and emotionality, are those that achieve the greatest interaction, which shows that the spectacularisation of current politics finds in TikTok a means of dissemination that is easy to viralise. [ABSTRACT FROM AUTHOR]

This study analyzes the use of Telegram as an electoral communication tool in Spain, focusing on the messages sent by the five major parties in the country (PSOE, PP, Vox, Unidas Podemos and Ciudadanos) during the campaigns corresponding to the general elections of April 28 and November 10, 2019. This research paper steps outside this somewhat still narrow area of methodology by combining two different research techniques on a methodological triangulation: traditional content analysis and data mining processes using Python. Results, which show how political parties in Spain use Telegram mainly as a mobilization tool while expressing closeness with the candidate, are contextualized thanks to the implementation of Big Data analysis techniques that improve and allow for an in-depth investigation and understanding of the study. [ABSTRACT FROM AUTHOR]