Comunicación gubernamental en Tik Tok. Análisis de caso Daniel Noboa

Abstract

Government communication on social media has become a relevant field for understanding how governments inform, build institutional image, and seek closeness with young audiences. This study aimed to analyze the perception of Communication students from the Technical University of Ambato regarding government communication content shared by Daniel Noboa on TikTok about citizen security. The research was conducted through a quantitative approach, with a nonexperimental, descriptive, and cross-sectional design. A structured survey was applied to students of the program, organized into dimensions related to TikTok use, audiovisual format, message clarity, credibility, perception of security, institutional image, political closeness, and assessment of the platform. The results showed a moderately favorable perception, especially in the recognition of TikTok as an appropriate medium for spreading political messages and in the evaluation of its audiovisual resources. However, an important presence of neutral responses was also identified in aspects such as trust, message coherence, and sense of security. It is concluded that TikTok represents a useful tool for government communication aimed at young people, although its effectiveness depends on clarity, credibility, and the relationship between political discourse and citizens’ reality.