{"id":15830,"date":"2022-05-03T17:53:31","date_gmt":"2022-05-03T15:53:31","guid":{"rendered":"https:\/\/cienciagandia.webs.upv.es\/?p=15830"},"modified":"2022-05-03T17:53:52","modified_gmt":"2022-05-03T15:53:52","slug":"tiktok-i-els-clubs-de-futbol-espanyols","status":"publish","type":"post","link":"https:\/\/cienciagandia.webs.upv.es\/ca\/2022\/05\/tiktok-i-els-clubs-de-futbol-espanyols\/","title":{"rendered":"TikTok i els clubs de futbol espanyols"},"content":{"rendered":"<p><strong>TikTok <\/strong>es va establir com la sisena xarxa social m\u00e9s utilitzada a la fi de 2020 en l\u2019\u00e0mbit mundial, sent la m\u00e9s descarregada en aquell mateix any a conseq\u00fc\u00e8ncia dels confinaments per la COVID-19. En aquesta xarxa social predomina un p\u00fablic jove, acostumat a rebre grans quantitats d&#8217;informaci\u00f3. D&#8217;aquesta manera, TikTok es caracteritza pel seu contingut gr\u00e0fic, basat en la creaci\u00f3 de v\u00eddeos curts i creatius en format vertical.<\/p>\n<p>Per aquesta ra\u00f3, diferents creadors de contingut han vist en aquesta xarxa social una oportunitat per a aconseguir noves audi\u00e8ncies. En aquest sentit, els clubs de futbol de la Lliga Santander tamb\u00e9 s&#8217;han volgut sumar a l&#8217;auge de TikTok.<\/p>\n<p><a href=\"https:\/\/www.unir.net\/profesores\/pavel-sidorenko-bautista\/\"><strong>Pavel Sidorenko<\/strong><\/a> \u00a0de la Universitat Internacional de La Rioja, al costat de <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=naallo1&amp;P_IDIOMA=v\"><strong>Nadia Alonso<\/strong><\/a> i <a href=\"http:\/\/www.upv.es\/pls\/oalu\/sic_person.Info?p_alias=rautebo&amp;P_IDIOMA=v\"><strong>Ra\u00fal Terol<\/strong><\/a>, personal investigador expert en comunicaci\u00f3 del <a href=\"http:\/\/www.upv.es\/contenidos\/CGANDIA\/index-va.html\">Campus de Gandia<\/a> <a href=\"https:\/\/www.upv.es\/va\">de la Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV)<\/a>, han analitzat la <strong>pres\u00e8ncia dels clubs de futbol en TikTok durant la temporada 2020\/2021<\/strong>. Sobretot, han volgut esbrinar els temes o continguts que volien mostrar en la xarxa social, si tenien base publicit\u00e0ria, anecd\u00f2tica o d&#8217;entreteniment per a la comunitat.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15823\" src=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/investigadores-Nadia-Alonso-Pavel-Sidorenko-Raul-Terol.jpg\" alt=\"\" width=\"710\" height=\"374\" srcset=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/investigadores-Nadia-Alonso-Pavel-Sidorenko-Raul-Terol.jpg 710w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/investigadores-Nadia-Alonso-Pavel-Sidorenko-Raul-Terol-475x250.jpg 475w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/investigadores-Nadia-Alonso-Pavel-Sidorenko-Raul-Terol-150x79.jpg 150w\" sizes=\"auto, (max-width: 710px) 100vw, 710px\" \/><\/p>\n<p>S&#8217;ha demostrat com l&#8217;auge dels clubs de futbol en TikTok ha sigut molt r\u00e0pid, ja que tots van obrir un perfil en la xarxa social durant els confinaments causats per la COVID-19, en els quals la gran majoria continuen publicant de manera freq\u00fcent. Amb aquesta base, Sidorenko, Alonso i Terol han comprovat com <strong>els clubs s&#8217;han adaptat a les noves narratives d&#8217;aquesta xarxa social<\/strong>, allunyades d&#8217;altres xarxes socials b\u00e0siques com Instagram o Twitter, utilitzant a trav\u00e9s de TikTok un llenguatge m\u00e9s informal i divertit. Per\u00f2 aix\u00f2 no vol dir que tots els clubs mantinguen la mateixa freq\u00fc\u00e8ncia de publicaci\u00f3. Sobre aix\u00f2, <strong>destaquen com el Villareal C.F., Llevant O.D., Sevilla F.C. o l&#8217;SD Huesca van anar disminuint la seua activitat considerablement.<\/strong><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/nlU2yao5-wE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>La pres\u00e8ncia dels clubs de futbol en TikTok s&#8217;ha tradu\u00eft en una millora en el comprom\u00eds de l\u2019usuari o la publicitat, ja que realitzen v\u00eddeos orientats, per exemple, a la compra de samarretes per part dels aficionats. El personal investigador emfatitza que \u201cel contingut dels clubs de futbol de la Lliga Santander en TikTok est\u00e0 constru\u00eft majorit\u00e0riament sobre una narrativa en clau publicit\u00e0ria o de car\u00e0cter anecd\u00f2tic amb especial \u00e8mfasi en la imatge del club\u201d. <strong>Destacant contingut informatiu sobre entrenaments, trobades o competicions i establint una millora en la imatge corporativa dels clubs de futbol. <\/strong>Mostra d&#8217;aix\u00f2 \u00e9s el cas de l&#8217;Atl\u00e8tic de Madrid, ja que el club va utilitzar el contingut en TikTok per a promocionar la pretemporada als EUA i M\u00e8xic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15819\" src=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1.png\" alt=\"\" width=\"827\" height=\"486\" srcset=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1.png 1304w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1-426x250.png 426w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1-851x500.png 851w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1-768x451.png 768w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/Imagen-1-150x88.png 150w\" sizes=\"auto, (max-width: 827px) 100vw, 827px\" \/><\/p>\n<p style=\"text-align: center;\">Ilustraci\u00f3n 1- Gr\u00e1fico extra\u00eddo del art\u00edculo de Pavel, Nadia y Ra\u00fal.<\/p>\n<p>A m\u00e9s, els clubs de futbol <strong>tamb\u00e9 han utilitzat aquesta xarxa social per a realitzar iniciatives solid\u00e0ries<\/strong>. Exemple d&#8217;aix\u00f2 s\u00f3n \u201cles publicacions realitzades per l&#8217;Athletic de Bilbao secundant diferents causes socials amb les etiquetes #blacklivesmatter i #Diadelorgullo. En algunes publicacions \u00e9s possible veure les mans de jugadors amb polseres en les quals es pot llegir <em>STOP Racism.<\/em> En unes altres, s&#8217;observa l&#8217;estadi il\u00b7luminat amb els colors de l&#8217;arc de Sant Mart\u00ed\u201d.<\/p>\n<p>D&#8217;aquesta manera, amb la present investigaci\u00f3 s&#8217;ha observat com els clubs de futbol <strong>s&#8217;han anat adaptant de manera progressiva a la narrativa vertical de TikTok<\/strong>, constituint publicacions originals, creatives i entretingudes per als usuaris. Per a futures investigacions, no descarten ampliar la r\u00e0tio a l&#8217;\u00e0mbit europeu o llatinoameric\u00e0 per a establir comparacions amb altres lligues de futbol.<\/p>\n<p>M\u00e9s informaci\u00f3:<\/p>\n<p>Sidorenko Bautista, P., Alonso-L\u00f3pez, N. &amp; Terol-Bolinches, R. (2022). L&#8217;\u00fas de la xarxa social TikTok pels equips de futbol de Primera Divisi\u00f3 de la Lliga Espanyola.\u00a0<em>Global Mitjana Journal M\u00e8xic<\/em>,\u00a0<em>18<\/em>(35), 32\u201354. <a href=\"https:\/\/doi.org\/10.29105\/gmjmx18.35-2\">https:\/\/doi.org\/10.29105\/gmjmx18.35-2<\/a><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.linkedin.com\/in\/juditferez\/\">Judit F\u00e9rez Bautista<\/a><\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.upv.es\/index-es.html\">Doctoranda de la\u00a0Universitat Polit\u00e8cnica de Val\u00e8ncia<\/a><\/p>\n<p style=\"text-align: center;\">\n","protected":false},"excerpt":{"rendered":"<p>TikTok es va establir com la sisena xarxa social m\u00e9s utilitzada a la fi de 2020 en l\u2019\u00e0mbit mundial, sent la m\u00e9s descarregada en aquell &#8230; <a title=\"TikTok i els clubs de futbol espanyols\" class=\"read-more\" href=\"https:\/\/cienciagandia.webs.upv.es\/ca\/2022\/05\/tiktok-i-els-clubs-de-futbol-espanyols\/\" aria-label=\"Read more about TikTok i els clubs de futbol espanyols\">Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":11,"featured_media":15904,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[250],"tags":[706],"class_list":["post-15830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacio","tag-destacat-ca","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok i els clubs de futbol espanyols - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia<\/title>\n<meta name=\"description\" content=\"Pavel Sidorenko \u00a0de la Universitat Internacional de La Rioja, al costat de Nadia Alonso i Ra\u00fal Terol, personal investigador expert en comunicaci\u00f3 del Campus de Gandia de la Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV), han analitzat la pres\u00e8ncia dels clubs de futbol en TikTok durant la temporada 2020\/2021.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cienciagandia.webs.upv.es\/ca\/2022\/05\/tiktok-i-els-clubs-de-futbol-espanyols\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok i els clubs de futbol espanyols - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia\" \/>\n<meta property=\"og:description\" content=\"Pavel Sidorenko \u00a0de la Universitat Internacional de La Rioja, al costat de Nadia Alonso i Ra\u00fal Terol, personal investigador expert en comunicaci\u00f3 del Campus de Gandia de la Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV), han analitzat la pres\u00e8ncia dels clubs de futbol en TikTok durant la temporada 2020\/2021.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cienciagandia.webs.upv.es\/ca\/2022\/05\/tiktok-i-els-clubs-de-futbol-espanyols\/\" \/>\n<meta property=\"og:site_name\" content=\"Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UPVCampusGandia\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-03T15:53:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-03T15:53:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2022\/04\/portada-tiktok.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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