Construcción de identidad relacionada a estilos de vida en la red social Instagram. Caso Influencers a favor de los derechos de los animales

Abstract

The objective of this exploratory-descriptive study is to identify the construction of virtual identity related to lifestyles in the social network Instagram through the analysis of three cases of influencers in favor of animal rights at the international level, regional and local. Through the content analysis tool, discursive practices, attributes and characteristics of the units of analysis are analyzed and categorized. To carry out the study, the history and functions of Instagram as well as other studies of social networks, technology and virtual identity construction were previously consulted. The results show the main characteristics of the accounts studied on the construction of the digital identity; as well as the type of discursive practices between the Influencer and its community, through which, the online identity related to the analyzed lifestyle is negotiated. This study is considered a contribution to the area of Communication, because although Instagram is not the most current social network there is little research to study it, even being the network with the highest growth since its appearance.