Instagramers y competencia mediática

Abstract

Social networks are structures on the web that allow the direct participation of users, both in the consumption and production of content. There are users who have managed to position themselves on these platforms, thanks to the type of content they publish, thus satisfying a certain audience. In the case of Instagram, they are called Instagramers, who achieve influence and can become consolidated as opinion leaders today, since through their content they manage to influence social thought. In this sense, the objective of the present investigation is to know the dimensions of the media competence that the main Instagramers of Ecuador have. Its methodology was worked with a sample of 10 profiles, which responds to previously established requirements such as noticeable growth in a given period of time, among other factors. The results were obtained within the framework of a mixed methodology, which integrates instruments reflected in qualitative and quantitative files for data collection and interviews with experts. For their part, the main results reflect that Ecuadorian Instagrammers have managed to attend to the dimensions of production and dissemination, as well as technology and aesthetics, with products that respond to the interests of their audience. However, it is concluded that it is necessary to address other aspects such as language, ideology and values, considering that its content is part of certain segments of the population and with a greater exercise of these, its level of incidence can be higher and better. advantage.