Análisis de recepción sobre las narrativas audiovisuales de eduentretenimiento en TikTok. Casos de estudio cuentas "Xpresstv" y "Homosapienstv"

Abstract

This article studies the reception of edutainment audiovisual narratives on the social network TikTok, focusing on the accounts: "Xpresstv" and "Homosapienstv". The study examines how users interact and engage with edutainment content. The methodological approach is qualitative, through a focus group, which resorted to the video-elicitation technique, the reception and perception of users when consuming edutainment content was measured. Participants were selected through a non-probabilistic sampling, using parameters adapted through the "Buyer Persona" matrix or ideal user profile. The selection of audiovisual material was made through a matrix, obtaining the six most relevant videos of the first quarter of the year 2023, from the two accounts. The results of the analysis reveal that the edutainment audiovisual narratives in TikTok, presented by the accounts "Xpresstv" and "Homosapienstv", generate a high degree of user perceptions and reactions. They are distinguished by their brief and concise format, which combines elements of learning and entertainment to keep the audience's interest, by maintaining a dynamic audiovisual language and style. These contents have the capacity to address relevant topics and contribute to users' knowledge