“INSTAGRAMMER PROSUMER EN LA ERA GLOBAL. Motivación, fuerza, disciplina y competencia mediática en el prosumidor emergente. Estudio de caso Carolina Manrique.”

The present research aims to analyze the content and interaction aroused in the profile of the Instagrammer Carolina Manrique (linked to the coaching, nutrition and motivation sector) to determine the reason for its success, as well as its media potential. To do so, the mixed method was used. This allowed the extraction of information by means of observation matrices which contained, on the one hand, the six dimensions of media competencies and, on the other hand, variables that allowed obtaining quantitative data on the number of followers, followers, number of likes, comments, tags, among others. Similarly, semi-structured interviews were applied to facilitate data collection. The results showed that during the pandemic, the Instagrammer Carolina Manrique increased the rate of her publications on the social network Instagram under the premise of encouraging people to do sports at home. From the analysis of the levels of media competence evidenced by the instagrammer, it was determined that the language and interaction processes she used did not flow naturally, in fact it was difficult for her to refer to her audience, she used very little technology as well as basic editing tools and a low resolution phone, therefore, she only maintained a means of dissemination. What was most favorable in this period of time were the values he managed to impart and the aesthetics he maintained in his profile. Among the findings, it was determined that the best year for this Instagrammer was the year 2022, which was due to Carolina's growth in terms of the use of new applications and tools to improve her audiovisual content, and the correct management of the language with which she addressed her audience. Finally, it is concluded that when a natural person aims to be considered an Instagrammer, he/she should have a mastery of skills such as oral expression and management of audiovisual production and digital skills, which are acquired through a literacy in media skills; this to establish appropriate mechanisms in terms of sharing content. Keywords: Social networks, Instagram, Instagrammer, media competencies, literacy.

• Hovedforfatter: Calispa Valladares, Karen Micaela (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2024
• Fag: REDES SOCIALES; INSTAGRAM; INSTAGRAMMER; COMPETENCIAS MEDIÁTICAS; ALFABETIZACIÓN
• Online adgang: https://dspace.unl.edu.ec/jspui/handle/123456789/29589