Construcción de Identidad en la red social Instagram a través de prácticas discursivas: caso influencers categoría Maternidad

Abstract

The following study seeks to know the discursive practices for the construction of identity in the social network Instagram, influencers in the Maternity category. Theoretical bases that are representative for the study are explored, where the society of transparency, digital life, narcissism, the screen self, online communities and virtual identity are presented, which help understanding in the analysis of selected profiles. The research has a quantitative approach of an exploratory-descriptive framework, the content analysis technique is applied on a sample of 330 comments from three influencers in the Maternity community, which are from: Quito (national), Peru (regional) and Spain (international). The results presented show that the discursive practices of greater weight for the community and the influencer are self-directed confirmatory and directed to the confirmatory community. Where it is shown that they seek to create a connection through empathy and constant relationship between the parties, it is important for them to reinforce positive meanings and be able to evaluate to relate, thus achieving a solid identity and community, promoting the senses of belonging. Key words: DISCURSIVE PRACTICES, INFLUENCERS, DIGITAL CULTURE, MATERNITY, SOCIAL NETWORKS, INSTAGRAM