Oportunidades medio de comunicación entre la población centennial

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Abstract

Introduction: This research explores the potential of TikTok as a communication medium for Generation Z (born between the mid-1990s and the late 2000s), focusing on its use to inform themselves. Methodology: A quantitative, non-experimental, descriptive and correlational methodology was used, employing a survey. Results: 64% of respondents follow traditional media, while 91.4% use social networks, and more than 39% consult TikTok daily for information. Young people value TikTok's multimedia format, which combines entertainment and information. Conclusions: TikTok has great potential as a communication medium, although it still has a long way to go to consolidate itself in this area.