Influencers da ciência

estratégias de engajamento e análise da divulgação científica no TikTok

Abstract

The growing presence of researchers on digital social media has transformed the landscape of scientific dissemination, expanding the reach of academic knowledge among diverse audiences. This descriptive-exploratory research aims to investigate the activities of ten Brazilian digital influencers who use TikTok as a scientific dissemination platform, seeking to understand the main topics they address and their relationship to the development of scientific literacy. The methodology adopted involved a bibliographic survey, data collection, and content analysis according to Bardin's proposal, which allowed us to identify recurring thematic categories and engagement strategies used by the influencers. The results indicate that these social actors, by positioning themselves as mediators of scientific knowledge, contribute to the democratization of access to information and the strengthening of critical competencies in digital environments. However, challenges remain related to the lack of verifiability mechanisms, the lack of transparency in information sharing, and the need for greater rigor in scientific communication. It is concluded that, although the presence of academic influencers on TikTok represents an opportunity to expand the dialogue between science and society, it is necessary to advance practices that ensure credibility, ethics, and reliability in the information disseminated.