Influencers, marca personal e ideología política en Twitter
DOI:
https://doi.org/10.7764/cdi.42.1348Palabras clave:
líder de opinión, redes sociales, ideologema, comunicación política, marca personalResumen
Las redes sociales han visto crecer la figura del influencer como un nuevo modelo de líder de opinión que debe combinar la gestión de su marca personal con el rol de prescriptor, incluyendo los mensajes de contenido político. En este contexto, esta investigación aplicó un análisis de contenido a 790 mensajes de diez influencers españoles con alto impacto en Twitter. En concreto, se analizaron los objetivos perseguidos, los temas tratados y el contenido ideológico de los tuits. Al respecto, a pesar de que se refleja un objetivo ideológico-político en los mensajes, el discurso se torna bastante moderado, cuando no desideologizado.
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Publicado
2018-06-30
Cómo citar
Fernández Gómez, J. D., Hernández-Santaolalla, V., & Sanz-Marcos, P. (2018). Influencers, marca personal e ideología política en Twitter. Cuadernos.Info, (42), 19–37. https://doi.org/10.7764/cdi.42.1348
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TEMA CENTRAL
