Analysis of digital narratives of Tiktok male influencers and its influence on content viralization
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Keywords

Digital Narratives; Virality; TikTok; Influencers; Social Media Narrativas Digitales; Viralización; TikTok; Influencers; Redes Sociales Narrativas digitais; Viralização; TikTok; Influenciadores; Redes sociais

How to Cite

Falconí Monard, D. N., & Argudo Palomeque, F. V. (2025). Analysis of digital narratives of Tiktok male influencers and its influence on content viralization. Runas. Journal of Education and Culture, 6(11), e250227. https://doi.org/10.46652/runas.v6i11.227

Abstract

This study aims to analyze how the digital narratives of masculinity influencers on TikTok affect their content’s virality. The research follows a content analysis approach with a mixed explanatory and observational methodology. Viral videos of masculinity influencers were analyzed using virality metrics such as views, likes, shares, and organic reach. Key aspects of their digital narratives were evaluated, including narrative, discursive tone, and the visual and audiovisual resources employed. The results show that these influencers' digital narratives employ strategies such as personal storytelling, emotional appeals, and the generation of controversy to capture the public's attention, significantly contributing to the virality of their content. In conjunction with the TikTok algorithm, these elements maximize the visibility and dissemination of their messages. This study demonstrates that digital narratives play a fundamental role in the virality of content on TikTok. The strategic use of discursive and audiovisual resources generates greater engagement. It amplifies the dissemination of their messages, underlining the importance of analyzing the communication dynamics in digital platforms to understand the virality processes. 

https://doi.org/10.46652/runas.v6i11.227
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright (c) 2025 Daniela Nathaly Falconí Monard, Fabián Vladimir Argudo Palomeque

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