Expresión de la subcultura de la belleza física alternativa en Instagram: El papel de los influencers
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Rev. aportes de la comunicación
Abstract
La visibilidad y aceptación hacia las personas que no encajan con el estereotipo de belleza física que rige en el sistema capitalista actual ha crecido notablemente en la última década, lo cual se debe principalmente a las redes sociales como Instagram, donde estas identidades que antes fueron reprimidas, pueden expresarse sin censura y mostrarse como personas reales, hasta convertirse en personas influyentes (influencers) con respecto al estilo de vida que promueven. El objetivo de la presente investigación fue identificar qué tipo de estrategias visuales, lingüísticas y de gestión, han utilizado estos usuarios para construir su discurso, con el fin de conocer de qué manera, desde una perspectiva disidente, han llegado a tener ese grado de influencia en una red social cuya naturaleza es la de mostrar estilos de vida alineados al sistema capitalista y consumista. La investigación se llevó a cabo mediante un análisis morfológico y estructural-semiológico del contenido de cinco perfiles de Instagram de influencers de belleza alternativa alrededor del mundo. Los resultados muestran que los cinco perfiles expresan de manera explícita su parcial oposición hacia la cultura de consumo, todas manejan estrategias visuales, lingüísticas y de gestión para transmitir su mensaje, mientras que la estrategia en común que tienen los cinco perfiles es usar su propio cuerpo como objeto principal del discurso de belleza física alternativa a través de la fotografía e imagen en movimiento, con el fin de generar empatía con sus seguidores.
The visibility and acceptance towards people that do not fit with the stereotype of physical beauty that prevails in the current capitalist system, has grown significantly in the last decade, which is mainly due to social networks like Instagram, where these identities were previously repressed, they can express themselves without censorship and show themselves as real personal, until they become influential people (influencers) with respect to the lifestyle they promote. The objective of this research is to identify what kind of visual, linguistic and management strategies these users have used to construct their discourse, in order to know how they have arrived to have that level of influence in a social network whose nature is to show lifestyles aligned to the capitalist and consumerist system. The research was carried out through a morphological and structural-semiological analysis of the content of five Instagram profiles of alternative beauty influencers around the world. The results show that the five profiles explicitly express their partial opposition to the consumer culture, all handle visual, linguistic and management strategies to convey their message, while the common strategy of the five profiles is to use their own body as the main object of alternative physical beauty discourse through photography and moving image, in orderto generate empathy with its followers.
The visibility and acceptance towards people that do not fit with the stereotype of physical beauty that prevails in the current capitalist system, has grown significantly in the last decade, which is mainly due to social networks like Instagram, where these identities were previously repressed, they can express themselves without censorship and show themselves as real personal, until they become influential people (influencers) with respect to the lifestyle they promote. The objective of this research is to identify what kind of visual, linguistic and management strategies these users have used to construct their discourse, in order to know how they have arrived to have that level of influence in a social network whose nature is to show lifestyles aligned to the capitalist and consumerist system. The research was carried out through a morphological and structural-semiological analysis of the content of five Instagram profiles of alternative beauty influencers around the world. The results show that the five profiles explicitly express their partial opposition to the consumer culture, all handle visual, linguistic and management strategies to convey their message, while the common strategy of the five profiles is to use their own body as the main object of alternative physical beauty discourse through photography and moving image, in orderto generate empathy with its followers.
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No. 23