Influencers de moda y feministas y sus seguidores en Instagram. ¿Ante nuevas plataformas para fomentar el diálogo social?

Authors

DOI:

https://doi.org/10.15847/obsOBS16220221908

Keywords:

Influencer, Instagram, feminismo, moda, marketing online, diálogo social

Abstract

El uso de las redes sociales es una característica de la sociedad actual y un ámbito en constante evolución. Estas plataformas son cada vez más numerosas y con fines variados, y todas ellas luchan por conseguir un mayor número de usuarios. Concretamente, Instagram ha adquirido una gran relevancia gracias a los denominados influencers, considerados como las nuevas figuras comunicativas de referencia que concentran a millones de seguidores, creando redes virtuales. Una de las características que define a estas nuevas comunidades de usuarios está relacionada con las posibilidades que ofrece dicha red de interactuar entre los creadores de contenido y sus seguidores. Partiendo de estas cuestiones surge el estudio que aquí se plantea el cual, mediante una metodología cuantitativa y cualitativa, analiza el uso que hacen las influencers de moda y feministas, y los seguidores de ambas, en Instagram desde la perspectiva del diálogo social relacionado con la perspectiva de género. Los resultados permiten establecer que las influencers de moda se aproximan a los temas sociales de forma secundaria mezclados con contenidos personales y publicitarios, mientras que las feministas abordan dichos temas con perspectiva de género y de forma principal. En relación al diálogo generado con sus seguidores, especificar que en ambos casos se constata un diálogo compuesto; ahora bien, el verdadero carácter social de dicho diálogo sólo se produce entre los seguidores y, en mayor medida, en el caso de las influencers feministas.

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Published

2022-06-09

How to Cite

Rodríguez Monge, M., Rodríguez-Fidalgo, M. I., & Paíno-Ambrosio, A. (2022). Influencers de moda y feministas y sus seguidores en Instagram. ¿Ante nuevas plataformas para fomentar el diálogo social?. Observatorio (OBS*), 16(2). https://doi.org/10.15847/obsOBS16220221908

Issue

Vol. 16 No. 2 (2022)

Section

Articles

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