Plataformização, jornalismo nas redes sociais digitais e rotinas produtivas do Estado de Minas no TikTok

Abstract

This research analyzes how the newspaper Estado de Minas adapts its journalistic practices to the logic of platformization on TikTok, focusing on the reconfigurations of journalistic work in an algorithmic, audiovisual, and participatory environment. Production flows, narrative strategies, and the use of platform-specific resources are examined, with the aim of systematizing knowledge that broadens understanding of journalism on digital social networks and encourages new research in the field. A case study approach is adopted as the methodological framework, based on participant observation conducted at the company between January 13th and 17th, 2025, following the production routine of the multimedia editorial team responsible for the so-called "verticals," audiovisual news adapted to the format of mobile device screens. Interviews were also conducted with five journalists from the Multimedia Creation Center responsible for the newspaper's profile on the platform, in addition to the analysis of posts in two periods: the first six months of the publication's operation (March to September 2020) and the final six months of data collection (June to December 2024). The results indicate that the presence of the State of Minas Gerais on TikTok involves the adoption of specific routines, formats, and language geared towards shareability, brevity, and entertainment. In conclusion, the performance of the newspaper Estado de Minas on the TikTok platform represents not only a strategy for visibility or survival, but a gesture of institutional reinvention in the face of the demands and precariousness imposed by the platforms.