Construcción de Subjetivación en los jóvenes a partir del Contacto con los Anuncios y las Imágenes Publicitarias Transmitidas a Través de la Red Social Facebook

Abstract

This research aims to identify the ways in which publicity in Facebook works as an agent of transformation of the identity of young people by modifying different aspects such as how they dress, talk and interact with others and also, it develops and fosters different models affecting identity-building process in young people. Eight students from Colegio Mayor de los Andes in Cajicá, Colombia (aged 16-17), were selected for this research. The results of this research process allowed us to identify the ways in which young people modify their likes and preferences according to the influence of publicity transmitted via Facebook, throughout different elements such as "like" button. This interaction shows not only a person's like or preference for a specific product, but also, it becomes an indicator of acceptance and status for people belonging to specific social groups.