Extracted from publication Semiotica dei filtri
Discurso político contemporáneo. Espectacularización en Tik Tok
DOI: 10.53136/979122181805511
Pages: 181-200
Publication date: April 2025
Publisher: Aracne
The contents of contemporary political discourses in Colombia socialized on the Asian social network TikTok are addressed. TikTok is a social networking service for creating and sharing videos, one of whose visual axes are moving memes. TikTok’s design incorporates a meme-focused simulation that encourages imitation and replication; memes in digital culture, woven with sign networks, connect thought, language and culture through cultural, cognitive and communicative models. e purpose is to analyze the mass media political discourse on TikTok, from the principles of the Multimodal and Multimedia Discourse Critical Studies (MMCDS), produced and distributed through this social network, regarding political action between June and November 2022. In Colombia, it is interesting to verify how the modes or sign systems involved interrelate, overlap, or generate levels of relevance, as the unit of meaning interweaves modes that give rise to discursive complexity. e analysis articulates potential meanings that come from the use of technology, represented by semiotic-discursive markers such as hashtags, hyperlinks, image overlays, filters, templates, language, color, shapes, textures, and other semiotic resources that allow us to infer the role of sign selection and its semantic-pragmatic functions.