Influencers y Consumo Cultural Juvenil

Matías Ezequiel  Pereyra Acosta

Autores/as

Matías Ezequiel Pereyra Acosta Universidad Nacional de Rafaela Autor/a https://orcid.org/0009-0002-7650-0688

Palabras clave:

influencers, consumo cultural, juventud

Resumen

El presente artículo de revisión tiene como objetivo analizar el papel de los influencers en el consumo cultural juvenil, identificando sus mecanismos de influencia, impacto en identidad y gustos, lógicas comerciales, y riesgos y oportunidades educativas. La revisión adoptó un enfoque narrativo e integrador, mediante la identificación, selección y análisis temático de literatura académica y marcos teóricos relacionados con la mediación cultural digital en contextos juveniles. Se organizaron los hallazgos en siete categorías analíticas: conceptualización del influencer, plataformas y ecosistemas digitales, dimensiones del consumo cultural juvenil, mecanismos de influencia y persuasión, impacto en identidad y construcción del gusto, lógicas comerciales y contenido patrocinado, y riesgos y oportunidades educativas. Los resultados evidencian que los influencers funcionan como mediadores culturales activos, cuya autoridad se basa en autenticidad percibida, relaciones parasociales y visibilidad algorítmica, transformando las prácticas de consumo cultural en procesos participativos y performativos. Se observan tensiones entre homogeneización y diversificación cultural, mercantilización de la autenticidad y oportunidades educativas para fomentar la alfabetización mediática. En conjunto, el estudio concluye que los influencers son actores centrales en la configuración de preferencias, estilos y prácticas culturales juveniles, con implicaciones significativas para investigación, educación y políticas de mediación cultural en entornos digitales.

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Influencers y Consumo Cultural Juvenil

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