Main Text
CREADORES DE CONTENIDO ESPECIALIZADO EN SALUD EN REDES SOCIALES. LOS MICRO INFLUENCERS EN INSTAGRAM
Health Social Media Creators. Micro influencers on Instagram
Cristina Pérez-Ordóñez
Andrea Castro-Martínez:
Cómo citar el artículo:
influencers
Revista de Comunicación y Salud,
https://doi.org/10.35669/rcys.2023.13.e311
Resumen
influencers
influencers
Palabras clave:
Influencers
1. INTRODUCTION
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2. OBJECTIVES
The area of study of this research is limited to the communicative practices in social networks focused on health issues. Specifically, it focuses on the work carried out on Instagram by content creators with small communities, the so-called micro-influencers. Thus, the general objective (GO) is to analyse the phenomenon of micro-influencers of health communication in Spain who use the Instagram platform. The secondary objectives are as follows:
3. METHODOLOGY
This work is an exploratory research project that uses a mixed approach to offer a general perspective of the phenomenon it seeks to understand. For this approach to practices on Instagram, we have used a sample of five highly relevant accounts that are characterised by their markedly informative nature - regardless of whether or not they may be linked to traditional media - and which bring together communities of more than 35,000 followers but which do not exceed 100,000 users as of 20 March 2022. These profiles are:
Table 1. Sample
Own: Own elaboration.
The tools used to obtain data were documentary review, used both to determine the state of the question and to identify the categories of analysis and the relevant variables; and content analysis of the publications of the accounts that make up the sample, using a data dump sheet (Table 2) based on the previous work of Pérez-Ordóñez et al. (2021).
The period of analysis of the accounts has been limited to the month of December 2021, as these were dates in which events of interest occurred - the rise of new variants of the virus, holidays and travel, the proximity of the Christmas period and family gatherings, massive use of antigen tests, etc. - in a context in which the pandemic had already had a long history.
Table 2. Publications analysis sheet
Source: Own elaboration based on Pérez-Ordóñez et al. (2021).
4. DEVELOPMENT OF THE RESEARCH
The research, as explained above, focused on the analysis of influencers' publications during the month of December 2021, finding similarities and differences between them.
4.1. Alfredo Corell's health information (@alfredocorell)
Alfredo Corell (see Figure 1) is an immunologist and Professor of Immunology at the University of Valladolid, where he is also Vice Rector for Teaching Innovation and Digital Transformation and joined Instagram in April 2012.
Figure 1. Profile of Alfredo Corell
Source: Instagram.
Figure 2. Publications by @diariodeunacientifica
Source: Instagram.
Figure 3. Profile of @elblogdepills
Source: Instagram.
Figure 4. Slides that make up a publication in Carousel by Laura Taina
Source: Instagram @cienciaconlaura.
Figure 5. Bio and some highlights from @perdidue's profile
Source: Instagram.
6. REFERENCES
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Kantar
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Public Relations Review
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50
Revista Internacional de Relaciones Públicas
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El profesional de la información, 29
Coronavirus: Half of humanity now on lockdown as 90 countries call for confinement
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AUTHOR CONTRIBUTIONS, FUNDING AND ACKNOWLEDGEMENTS
AUTHORS
Cristina Pérez-Ordóñez
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Google Scholar:
Andrea Castro-Martínez
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Google Scholar:
Main Text
Resumen
Palabras clave:
1. INTRODUCTION
2. OBJECTIVES
3. METHODOLOGY
4. DEVELOPMENT OF THE RESEARCH
4.1. Alfredo Corell's health information (@alfredocorell)
Figure 2. Publications by @diariodeunacientifica
Figure 3. Profile of @elblogdepills
Figure 4. Slides that make up a publication in Carousel by Laura Taina
Figure 5. Bio and some highlights from @perdidue's profile
6. REFERENCES
AUTHOR CONTRIBUTIONS, FUNDING AND ACKNOWLEDGEMENTS
AUTHORS