Impacto de los influencers políticos en la configuración de la opinión pública y la participación política en Instagram
Resumen
Con el asentamiento de las redes sociales como medios de comunicación de masas y la aparición y auge de los influencers, la política suma nuevos canales y fórmulas de comunicación. El objetivo general de este estudio es investigar el papel que desempeñan los influencers políticos en la configuración de la opinión pública y la participación política a través de las redes sociales, en concreto Instagram, analizando sus estrategias comunicativas, el impacto en sus audiencias y su influencia en el debate político. Con este propósito, se han identificado los perfiles de los influencers de política de relevancia en Instagram España (N=25), y se han analizado las 25 publicaciones fijas más recientes en el momento de la fecha de extracción de cada uno de esos perfiles (n=625) a través de categorías de análisis relativas al perfil del influencer, a las métricas de contenido y las métricas del prescriptor. Los resultados de esta investigación confirman que las interacciones (likes, comments, shares y saves) en las cuentas de los influencers políticos en Instagram constituyen una forma relevante de movilización política digital que puede tener repercusiones directas en la esfera participativa. El hecho de que el 5,58% de la audiencia interactúe con estos prescriptores no solo indica un nivel elevado de engagement, sino que se alinea con la hipótesis de la pasarela (Kim et al., 2017), que postula que la participación política online puede actuar como un catalizador de la participación offline.
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Derechos de autor 2025 Maitane Palacios-López, Fernando Bonete-Vizcaíno, Tamara Vázquez-Barrio
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