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Construcción de Identidad en la red social Instagram a través de prácticas discursivas: caso influencers categoría “música”

Abstract:

The purpose of the following research paper is to generate an academic contribution to past studies on identity in social media; specifically through discursive narratives that are employed by 3 spanish-speaking music influencers and their followers. The methodology used is known as exploratory-descriptive with case studies. It was carried out in Guayaquil,Ecuador, between 2019 and 2020; considering the analysis of the first 11 comments on the last 10 posts from each of the influencers that were later filtered through a categorization grid. Within the 330 analyzed comments, it was found that influencers establish online relationships with their followers, in a greater percentage, by directly interacting with the community and not necessarily with themselves. Ergo, it is concluded that the reinforcement of positive symbols, social confirmation and challenging culture are crucial to the construction of identity in social media sites such as Instagram. Key words: IDENTITY, SOCIAL MEDIA, INSTAGRAM, INFLUENCER, COMMUNITIES