Construcción de identidad en la red social Instagram a través de prácticas discursivas: caso Influencers categoría emprendimiento

Abstract

In the present work, an analysis was carried out on the identity formed in social In the present work an analysis was made on the identity formed in social networks by Influencers belonging to the category entrepreneurship, in order to know the image they project to their followers, currently there are empty studies about the formation of identity in networks, the content of the publications of three influencers, one international, one local and one regional will be performed to analyze the discursive practices of the online community of entrepreneurship in Instagram, a content analysis will also be carried out on the comments in the publications of emprendimientos to find the level of loyalty it generates to its audience. The methodology used for the work was the case study and each of the influencers was analyzed as a particular case, which is quantitative, since numerical data such as the number of classified comments, among others, were verified, it is also exploratory – descriptive, since it is expected to wave more on certain issues. As a result of the present work, we obtained information from four sheets: user profile, biography, general publication sheet and categorization sheet of comments and the image of each of these could be known, from which it could be concluded that Instagram is very used by entrepreneurs and is evident in the categorization of comments of influencers. Keywords: INFLUENCERS, INSTAGRAM, ENTREPRENEURS, DISCURSIVE PRACTICES