Instagram como herramienta de comunicación estratégica para la creación de comunidades digitales femeninas: caso Lolas.

Abstract

This degree work consists of the analysis of Instagram to understand from its functions, the capacity it has to generate digital communities through digital strategic communication. Specifically, Lolas is proposed as an object of study to evaluate the dynamics rooted in intangible actors through interaction as a measuring element of audience behavior. In this way, the essay starts; first, from the contextualization of the female population as a causality to consolidate the search on the visibilization scenarios immersed in the information and communication technologies, which are interpreted from their theoretical and technical elements in order to know their contribution to the establishment of the communities; second, in the development, a categorization of the particularities exercised by the relationship between Instagram and Lolas is issued according to the production of content that is planned, fed back and empowered from the opportunities that emerge from the network; and third, it concludes with the clarification of the results, contributions and estimates on the study that covers the identity, image and culture of the collective. This research is given in order to exalt the state of the web as an opportunity for social change in relation to the responsiveness to the requirements of users, covering the multimedia expressions that are conceived with the mission to establish guidelines for image and engagement between content creators and internet users.