La comunicación de los influencers menores de edad: medición de su impacto en el medio plazo

Authors

DOI:

https://doi.org/10.15847/obsOBS15320211739

Keywords:

alfabetización, marketing de influencia, millennials, prescriptor, redes sociales

Abstract

Esta investigación estudia el impacto en el medio plazo de los influencers; figura prescriptora que ha ganado notoriedad gracias a las redes sociales y en donde el menor de edad ejerce, en muchas ocasiones, un papel protagonista: bien por ser creador de contenidos o bien por ser el público objetivo al que se dirigen los mensajes. Con el fin de profundizar en los dos perfiles, se analiza, por un lado, las estrategias comunicativas de los principales youtubers; y por otro, la percepción de quienes se han visto expuestos a estos durante años en tres países: España, Portugal y Ecuador. Los datos revelan que los jóvenes han desarrollado una dependencia autoimpuesta hacia las redes sociales demandando un contenido que, prioritariamente, les entretenga. Los youtubers, por su parte, y a pesar de su corta edad, se esfuerzan por acometer su propia narrativa transmedia y apelan a la diversión para empatizar con la audiencia y rentabilizar sus canales. Los jóvenes analizados no creen sentirse influenciados por estas figuras aunque reconocen seguirlos y estar al tanto de sus novedades.

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Published

2021-08-29

How to Cite

Martínez-Sanz, R. (2021). La comunicación de los influencers menores de edad: medición de su impacto en el medio plazo. Observatorio (OBS*), 15(3). https://doi.org/10.15847/obsOBS15320211739

Issue

Vol. 15 No. 3 (2021)

Section

Articles

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