Construcción de identidad en la red social Instagram a través de prácticas discursivas: caso influencers categoría fitness

Abstract

The present study pretends to identify the discursive practices that allow influencers of the fitness category to construct an identity between them and their online communities on Instagram. Through theories related to the virtual identity, digital life and others will allow to understand how are the new process and the development of new social relationships that occur virtually. This study has an exploratory - descriptive framework with a quantitative approach, with a quantitative approach; for that, the case study methodology was applied and the content analysis technique was used to categorized the information according to data sheets. The sample chosen is over 330 comments on 10 posts of each influencer, which were selected by the platform Heepsy. In the results of the research it was discovered that two discursive practices between influencers and their followers predominate: evaluate and relate and reinforce positive meanings, so there's an evidence of a uniform development of this category. Keywords: FITNESS, INFLUENCERS, ONLINE COMMUNITIES, DISCURSIVE PRACTICES, IDENTITY, AND SOCIAL NETWORKS