Roles de género y viralización en TikTok: estrategias comunicativas y dinámicas de visibilidad en contenidos sobre relaciones afectivas

Abstract

This research examines how TikTok’s visibility and virality dynamics contribute to the reproduction of gender stereotypes in content about romantic relationships aimed at young people in Bogotá. Using a qualitative approach based on the analysis of 20 viral videos, the study identified communicative and discursive strategies that reinforce traditional representations of masculinity and femininity, associating men with leadership, protection, and provision, while linking women to receptiveness, emotional care, and affective dependence. The findings reveal that recommendation algorithms favor the circulation of simplified, aspirational, and emotionally appealing narratives, amplifying discourses that legitimize traditional gender roles. In this way, the study provides a critical reflection on the role of digital platforms in the construction of social imaginaries and the shaping of contemporary affective relationships.