De creadores de contenido a influencers: estrategias discursivas y comunidades de opinión en espacios virtuales, el caso de Me Dicen Wally

Abstract

Communication has been fundamental to the evolution of humanity. There has always been a need to capture something of vital importance in writing or verbally, leaving a mark. This research seeks to understand the dynamics of modern communication around social media and the individuals responsible for disseminating it. To do so, we seek to understand how influencers create opinion communities. The methodology used was virtual ethnography, where three graphic pieces were extracted from the YouTube platform that were created, published, and disseminated by the influencer. From these, 60 comments were extracted and subsequently classified and analyzed based on the primary emotions proposed in Plutchick's (1980, cited by Gloria Willcoy, 1982, p. 276) wheel of emotions. This allowed us to conclude that opinion communities are formed by the influence of situations that mobilize viewers. This causes followers to become detractors or supporters of the influencer's content.