Spanish fashion and feminist influencers and their followers on InstagramNew platforms to foster social dialogue?

Zusammenfassung

The use of social networks is a feature of today's society and a constantly evolving field. These platforms are becoming more and more numerous and with varied purposes, and all of them struggle to achieve a greater number of users. Specifically, Instagram has acquired great relevance thanks to the so-called influencers, considered as the new communicative figures of reference that concentrate millions of followers, creating virtual networks. One of the defining characteristics of these new user communities is related to the possibilities offered by this network to interact betweencontent creators and their followers. Based on these issues arises the study proposed here which, through a quantitative and qualitative methodology, analyzes the use made by fashion and feminist influencers, and the followers of both, on Instagram from the perspective of social dialogue related to the gender perspective. The results allow us to establish that fashion influencers approach social issues in a secondary way mixed with personal and advertising content, while feminists address such issues with a gender perspective and in a primary way. In relation to the dialogue generated with their followers, it should be specified that in both cases there is a composite dialogue; however, the true social nature of this dialogue only occurs between followers and, to a greater extent, in the case of feminist influencers