Arantxa Vizcaíno-Verdú is Associate Professor at the Business and Communication School of UNIR (Universidad Internacional de la Rioja, Spain), working within the Department of Marketing and Communication.

Academically, she holds a PhD in Communication in the field of Educommunication and Media Literacy (University of Huelva), a MA in Communication and Audiovisual Education (UHU), a BA in Advertising and Public Relations (University of Alicante), and a Certificate of Higher Education in Plastic Arts and Design – Illustration (Massana School of Barcelona). 
Professionally, she is Key Regional Leader of the TikTok Cultures Research Network, and Section Editor & Social Media Manager for the Revista Mediterránea de Comunicación / Mediterranean Journal of Communication (Scopus Q1/Q2). She is also researcher in the COYSODI research group at UNIR, external research collaborator in the COMPUBES group at the University of Alicante, and alumnus of the Influencer Ethnography Research Lab (IERLab).

Her research focuses on the analysis of transmedia storytelling, fandom, and popular culture in social media and Internet. Among her scientific contributions, she has published more than twenty articles in high impact international scientific journals such as 'Learning, Media and Technology', 'Media and Communication', 'International Journal of Communication', 'Profesional de la Información', 'Educación XX1', 'Comunicar', 'Teaching and Teacher Education', among others.

Last articles

Decolonising the music on TikTok: “Let’s duet!”

Arantxa Vizcaíno-Verdú

Revista Mediterránea de Comunicación / Mediterranean Journal of Communication, vol. 15(1), 2024, pp. 341-355

TeachTok: Teachers of TikTok, micro-celebrification, and fun learning communities

Arantxa Vizcaíno-Verdú, Crystal Abidin

Teaching and Teacher Education, vol. 123, 2023

“No moral integrity”: Influencer sharenting and parental protective perception

Arantxa Vizcaíno-Verdú, Ignacio Aguaded, Juana M. Ortega-Tudela

Anàlisi, vol. 69, 2023, pp. 11-31

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[Chapters] Book


Música transmedia y narrativas culturales. La melodía de las redes sociales

2023, Arantxa Vizcaíno-Verdú

This book addresses the evolution of music on digital audio-visual platforms such as YouTube and TikTok, where music videos, covers, challenges and music memes reshape the cultural identity within individuals and communities.

Instragramming. Temas, tópicos y tendencias

2021, Daniela Jaramillo-Dent, Arantxa Vizcaíno-Verdú, Patricia De-Casas-Moreno & Carmen Baldallo-González

Instagramming explora las singularidades los temas que marcan tendencia en Instagram, explorando algunas de sus prácticas sociales, cuyas implicaciones van más allá de la esfera digital.

Chapters Book

De la pizarra al trending topic: docentes que conquistan redes sociales [From blackboard to trending topic: teachers captivating social media]

2023, Mónica Bonilla-del-Río, Elizabeth-Guadalupe Rojas-Estrada & Arantxa Vizcaíno-Verdú

This chapter focuses on the motivations driving educators’ prominence on social media, ranging from the desire to disseminate their pedagogical methodologies to the intention of inspiring future generations.

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Influsui-X Project

This project, funded by ITEI at UNIR, explores the impact of influencer content on the prevention of self-injurious behaviors among adolescents.

Teen on Fit Project

This project, funded by ITEI at UNIR, aims to explore how content from fitness influencers impacts teen body care and assess the role of body image ideals.

Diagnóstico de competencias digitales, mediáticas y parentales de las familias andaluzas. Propuesta formativa 4.0

This project, funded by Junta de Andalucía, Diagnostic study and training proposal for Andalusian families, focused on the interconnection between digital, media and parental competences.

Contribución a la alfabetización mediática en el Caribe · ADELANTE2

European triangular cooperation project to design and implement media literacy in the Ministry of Education of the Dominican Republic.


"C4C" is a youth-led project to develop innovative, community-led, educational methods and tools to help address the root causes that lead to gender-based violence (GBV) and gender discrimination as they impact on young people.

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Arantxa Vizcaíno-Verdú

Associate Prof., PhD in Communication


Department of Marketing and Communication

UNIR (International University of La Rioja) (Spain)


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