Youtubers como marca personal: análisis de la interacción de actores y redes en la plataforma de YouTube

Abstract

The following document seeks to analyze from a sociological perspective the relationship between the construction of personal brands of content creators Ami Rodriguez, Daniela Calle and Maria José Garzón with the YouTube platform, thus showing the capacity that these technological developments have to generate value and low capital some mercantile logics that are established from the interaction of multiple actors. To achieve this analysis, a methodological approach is used, which is mostly qualitative, which allows to address the different edges of the problem, using tools such as virtual ethnography, semi-structured interviews and programs such as Socialblade; Surveys and quantitative data were also used to complement the analysis. This allows building a general panorama of how the construction of personal brands is established as a network of actors that is in constant interaction within a virtual space such as YouTube.