Instagram: el auge de las estrategias de comunicación en los colectivos populares en Colombia.

Abstract

This article seeks to address and identify the use of the social network Instagram as a platform for the dissemination and connection of communities that have access to the Internet, as well as to analyze the influence of Instagram being the window of amplification of some social organizations and popular groups in areas with social problems such as El Tarra, Tibú, Cúcuta, Arauca and Quibdó. In addition, it proposes the diversification of communicational narratives in virtual ecosystems, mainly in social media, from factors such as artivism, engagement, virality and interaction in social networks. Social networks have become one of the most widely used and far-reaching channels of dissemination and information, as stated by Hutt Herrera, H. (2012): "Social networks have marked a milestone in terms of mass dissemination, due to its scope, characteristics and impact on today's society. They are used both by individuals and by companies, since they allow for interactive and dynamic communication”. On the other hand, social organizations have determined this space as a platform for the dissemination of their social causes with the aim of amplifying their development beyond the geography of the territories. It is necessary to understand the dynamics of social networks, to consider their use and impact in processes of social transformation, therefore, it is of vital importance to make visible the strategies and methods used by social organizations to promote the development of their community in digital scenarios, that eventually contribute to the expansion of its members. Diffusion, on the other hand, is understood from the alternative and decentralized, looking for accessible spaces for all and with a grid of autochthonous content created by the population in which the identity and idiosyncrasy of the local context are represented.