“Construcción de identidad en la red social Instagram a través de prácticas discursivas: caso Influencers – categoría belleza”

Abstract

The study presented below offers an extensive exploration regarding the construction of identity related to the discursive practices used by three influencers of the beauty category in the social network Instagram. In order to reinforce the description and understanding of this thesis, we started from theoretical bases that encompass the digital environment with its new forms of communication and contemporary concepts linked to the subject in question, such as: information society, digital life, narcissism, the notion of self, I screen, virtual identity and online communities. The research has a quantitative approach, where the content of 10 publications per influencer is studied and a total of 330 comments among the three units of analysis. To achieve this, a local, regional and international influencer were selected, the three being spanish-speaking to facilitate the analysis of their texts and determine characteristics that identify them. The results show that the predominant discursive practices between the influencer and his community refer to the category Self-directed Confirmatory, thus reinforcing the interaction between both; followed by the category Directed to the Community Confirmatory, where a relationship with his followers is established through discourses with positive meanings. This study also recognizes that, being part of the online beauty community, influencers share likes and preferences, as well as the use of hashtags related to the world of makeup and the type of content they publish.

Keywords: INFLUENCERS, DISCOURSE PRACTICES, ONLINE COMMUNITY, BEAUTY CATEGORY, INSTAGRAM, IDENTITY, DIGITAL, BEAUTY COMMUNITY