Influencers, marca personal e ideología política en Twitter

  1. Jorge David Fernández Gómez
  2. Víctor Hernández-Santaolalla
  3. Paloma Sanz-Marcos
Revista:
Cuadernos.Info

ISSN: 0719-3661

Año de publicación: 2018

Número: 42

Páginas: 19-37

Tipo: Artículo

Otras publicaciones en: Cuadernos.Info

Resumen

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 perso- nal con el rol de prescriptor, incluyendo los mensajes de contenido político. En este contexto, esta investigación aplicó un análisis de contenido a 790 mensa- jes 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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