El papel del personaje en la construcción de narrativas visuales para plataformas digitales

Abstract

Abstract: This research analyzes the construction of visual narratives on digital platforms based on the role played by constructed or assumed personas among six Ecuadorian influencers, considered as successful cases. Through semi-structured interviews and a systematic analysis of their posts on TikTok, Instagram, and YouTube, the study explores how these content creators perceive their own influence, engage with their audiences, and use visual and discursive strategies to shape their digital identity. Contrary to common assumptions, these influencers do not perceive themselves as fictional characters or idealized versions. Instead, they prioritize authenticity, sharing real aspects of their daily lives, values, emotions, and cultural elements that strengthen their connection with followers. This authenticity becomes a key feature of their influence rather than a limitation. Each influencer builds a narrative consistent with their identity, audience, and the logic of each platform. The findings show that digital influence is not only based on metrics, but also on the ability to create meaningful narratives that resonate emotionally and culturally. The study contributes to communication studies by offering a human-centered, local perspective on the influencer phenomenon.