1. La Participación de la Audiencia en los Metadatos de TikTok.
- Author
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Huertas-Bailén, Amparo, Quintas-Froufe, Natalia, and González-Neira, Ana
- Subjects
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METADATA , *DIRECT action , *SOCIAL participation , *HOMOGENEITY , *SOCIAL media - Abstract
With the expansion of the digital culture, deep reflection on how to research audiences is necessary. If before the individual was placed in a social category determining cultural tastes, now technology identifies patterns of behavior from the direct record of their actions. This text explores the type of knowledge that can be gained on audience participation in TikTok. We propose a methodology that consist in the analyse of usage metadata. Fieldwork has focused on «A2ality», an information account with 4.4 million followers in Spain. We analyzed all videos shared during six weeks of the first quarter of 2023 (n=173). The purpose was to know (a) the degree of the linear correlation between the metadata of the same piece and (b) the existence of correlations between metadata and type of video/ content. For each metadata available in open (comments, likes, saves, shares and very high), four activity levels have been established (low, medium, high and top). The majority trend indicates that the levels obtained by the metadata of the same content are not coincident, that is, a video will have more or less scope according to the observed metadata. The homogeneity of the videos has caused that only clear correlations between topic and metadata are detected. Topics with less presence can reach high levels of activity. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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