Undressed to succeed? Content analysis of self-objectification of influencers in Spain

Carmen LLovet; María-José Establés

doi:10.26441/RC22.2-2023-3193

Autores/as

Carmen LLovet Universidad Nebrija https://orcid.org/0000-0002-7743-9332
María-José Establés Universidad Complutense de Madrid https://orcid.org/0000-0001-9674-3981

DOI:

https://doi.org/10.26441/RC22.2-2023-3193

Palabras clave:

análisis de contenido, España, medios sociales, influencia social, hombre, mujer, estereotipo sexual

Resumen

En el reciente informe El impacto de los influencers en la publicidad y la protección de los consumidores en el mercado único el Parlamento Europeo menciona el uso de la desnudez y del contenido sexual y el papel que desempeñan las percepciones y expectativas hacia la imagen corporal y las imágenes perfectas. Lo que más mueve las actitudes y las intenciones de comportamiento de los consumidores es la credibilidad, el atractivo (tanto físico como de familiaridad y simpatía), la experiencia, la fiabilidad, la popularidad, el prestigio y el alto poder de los influencers. En España dos Libros blancos sobre el marketing de influencers indican que una forma habitual de socialización, especialmente entre niñas y mujeres, consiste en mostrar un cuerpo-sexy o perfecto y proyectar una imagen egocéntrica. El objetivo de esta investigación es analizar la presencia de la autoobjetificación en los top influencers en España e identificar su relación tanto con los valores sociales de éxito y reconocimiento como con los estereotipos. La metodología llevada a cabo ha sido un análisis de contenido de 246 imágenes de los primeros 14 top influencers del Informe de los 500 influencers hombres y mujeres más influyentes en España en 2022. Partiendo de una revisión bibliográfica previa, el análisis se ha realizado con un paradigma de investigación deductivo-inductivo a través de la codificación con QSR Nvivo las siguientes categorías de auto objetificación: (1) auto-presentación sexy; (2) actitud centrada en la apariencia hacia el propio cuerpo perfecto -imagen egocéntrica; (3) representación estereotipada y (4) éxito, reconocimiento social o popularidad. Los resultados muestran que la autoobjetificación es más predominante en las mujeres que en los hombres, y que tiene una importante correspondencia con la auto percepción de las profesiones que éstas tienen, así como con la edad, perteneciendo principalmente a la Generación Z. Tanto las mujeres como los hombres que se auto perciben con profesiones en las que la apariencia física es relevante (modelos o actores) tienden a auto objetivarse más. No obstante, el éxito y el reconocimiento social se muestran más patentes en aquellos influencers hombres que destacan antes su faceta profesional y no recurren a la auto-sexualización de sus cuerpos (empresarios, publicistas o youtubers).

Métricas

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Biografía del autor/a

Carmen LLovet , Universidad Nebrija

Doctora europea en Comunicación por la Universidad de Navarra, licenciada en Derecho y en Periodismo por la Universidad Complutense de Madrid-UCM. Profesora en la Universidad Nebrija, pertenece al grupo de investigación INNOMEDIA y a PROVULDIG2 en la UCM. Sus líneas de investigación son: vulnerabilidad digital en la comunicación de estilo de vida, mujer e infancia; y estrategias de comunicación de las marcas de moda en el retail. https://orcid.org/0000-0002-7743-9332 cllovet@nebrija.es

María-José Establés, Universidad Complutense de Madrid

Doctora internacional en Comunicación (Universitat Pompeu Fabra - Barcelona). Es investigadora postdoctoral Juan de la Cierva-Formación 2021 y miembro del grupo de investigación SOCMEDIA de la Universidad Complutense de Madrid. Sus principales líneas de investigación son: la alfabetización mediática con perspectiva de género, la representación mediática, los estudios de fans y la comunicación política online. https://orcid.org/0000-0001-9674-3981, marestab@ucm.es

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