La construcción identitaria de los principales influencers ecuatorianos en instagram

Abstract

Influencers on Instagram are a proposal to the new forms of communication found by digital natives, despite being approached by different audiences as they are within one of the most widely used social networks, they have not been massively studied. Being Instagram located within the 4 most consumed social networks in 2022, it is essential to know the panorama of the actors within the new communication channels, it is important due to the increase in social interaction within a cyberspace. Through this article we intend to identify if the main Ecuadorian influencers manage to build an identity through the content they publish on their Instagram accounts. The Methodology used was the non-participant observation of three influencers selected by the large number of followers in their main accounts, quantitative at first and then qualitative, in order to complement the figures of likes and comments through the analysis of the image, the language employee and their community interaction. The results that were achieved were the personalization of each type of content, so that there is an identification with the objectives that influencers intend to transmit to their community and followers. It was possible to know that the feedback from the followers does not mainly influence the life and identity construction of the selected influencers, however, the best use of language can determine the success achieved in a publication of a photograph, reel or video, by transforming in macro or micro influencers with the success achieved.