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Hace unos días se publicó en la revista Convergence un estudio realizado por Arturo Arriagada, director de Cultura Social Media e Ignacio Siles de la Universidad de Costa Rica. En este trabajo, basados en el caso de un grupo de influencers en Chile, los autores analizan cómo los contextos culturales y las características de las plataformas se configuran mutuamente, en formas que no siempre han sido reconocidas en la literatura académica sobre “affordances”. Se analizan las negociaciones sobre lo que significa ser un influencer en Chile, el papel de los intermediarios (por ejemplo, las agencias de branding), la comunicación con los seguidores y la industria global de influencers como parte de esta relación mutuamente constitutiva. Pueden revisar el abstract del estudio:
Examining the case of the Chilean influencer industry, this paper argues for situating affordances within a wider context in which the features of platforms acquire meanings. Our analysis focuses on two dynamics. On the one hand, we examine how the Chilean influencer industry is shaped by a ‘technological frame’ that structures the valence of affordances. We show that affordances are neither ‘naturally’ nor ‘neutrally’ imagined by actors but rather culturally located within technological frames that shape the discourses, values, and practices from which they obtain cultural meaning. On the other hand, we analyze how affordances provide a material support for the temporal and spatial expansion of these technological frames. Thus, cultural contexts and platforms’ features mutually configure each other in ways that have not always been recognized in the scholarly literature about affordances. We situate negotiations about what it means to be an influencer in Chile, the role of intermediaries (eg branding agencies), communication with followers, and the global influencer industry as part of this mutually constitutive relationship.