Relatos digitales de influencers ecuatorianos: análisis narrativo audiovisual en redes sociales.

Abstract

Abstract: This research analyzes how Ecuadorian influencers construct digital narratives using narrative and visual strategies that allow them to create meaning and strengthen their connection with their audience. Through a qualitative methodology and content analysis of audiovisual videos, the type of narrator, narrative structure, cultural symbols, and the way in which digital identity is constructed were studied. The study was based on selecting five Ecuadorian influencers with a significant audience and choosing three pieces of content with the highest level of acceptance on the Instagram platform. In this case, a technical data sheet was used as a tool to obtain the information, detailing each piece of content to be analyzed. The results indicate that these authors use micro-narratives of everyday situations, personal experiences, humor, and emotional representations that create proximity and authenticity. The conscious use of visual aesthetics aligned with digital trends reinforces communication and generates interactions. The analysis shows that the narrative not only has a communicative function, but also a symbolic one, converting personal experiences into collective instruments for creating meaning in today's world.