{"id":8382,"date":"2019-09-23T15:57:22","date_gmt":"2019-09-23T21:57:22","guid":{"rendered":"http:\/\/www.protegetucorazon.com\/?p=8382"},"modified":"2019-09-23T15:57:22","modified_gmt":"2019-09-23T21:57:22","slug":"cuatro-claves-ante-boom-los-influencers","status":"publish","type":"post","link":"https:\/\/protegetucorazon.com\/en\/cuatro-claves-ante-boom-los-influencers\/","title":{"rendered":"Cuatro claves ante el boom de los influencers"},"content":{"rendered":"<p><a ref=\"magnificPopup\" href=\"https:\/\/protegetucorazon.com\/wp-content\/uploads\/2019\/09\/103040059_m.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-8383\" src=\"https:\/\/protegetucorazon.com\/wp-content\/uploads\/2019\/09\/103040059_m-150x150-1.jpg\" alt=\"Smiling woman taking a selfie with a smoothie placed in front of her using a mobile phone for her food blog. Food blogger shooting photos for her blog at home.\" width=\"150\" height=\"150\" \/><\/a><\/p>\n<p><strong>por Jos\u00e9 Luis Orihuela<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Las redes sociales han alumbrado un nuevo tipo de personaje p\u00fablico al que sus seguidores convirtieron en famoso: el <em>influencer<\/em>.<\/p>\n<p>Los <em>influencers<\/em>, gracias a la visibilidad que les aportan los seguidores, <em>\u00a0<\/em>tienen el poder de convertir sus propios gustos o intereses en tendencias.<\/p>\n<p>Les propongo cuatro pistas para pensar un fen\u00f3meno que se ha extendido desde el marketing hacia la comunicaci\u00f3n pol\u00edtica, y que puede alcanzar otros \u00e1mbitos, como la salud, la educaci\u00f3n o la cultura.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>En qu\u00e9 consiste la influencia<\/strong><\/li>\n<\/ul>\n<p>Influir que, como nos recuerda el DRAE es &#8220;ejercer predominio, o fuerza moral&#8221;, es una capacidad que reconocemos en personas a las que dotamos de autoridad en funci\u00f3n de su saber y experiencia.<\/p>\n<p>Influir es una de las funciones de la comunicaci\u00f3n p\u00fablica y tiene que ver con la capacidad de modificar las opiniones e impulsar la toma de decisiones entre los miembros de la audiencia.<\/p>\n<p>Los comienzos de la prensa, por ejemplo, est\u00e1n ligados a la intenci\u00f3n de influir en los debates sociales y pol\u00edticos. Los propios peri\u00f3dicos se convirtieron en espacios de debate y dieron lugar a la \u201copini\u00f3n p\u00fablica\u201d (que, inicialmente, eran las opiniones publicadas).<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Qui\u00e9nes eran influyentes antes de las redes sociales<\/strong><\/li>\n<\/ul>\n<p>Antes de la revoluci\u00f3n de supusieron los medios sociales, en la \u00e9poca de los medios de masas, la influencia p\u00fablica era ejercida por figuras encumbradas por la prensa, la radio, la televisi\u00f3n y el cine: pol\u00edticos, artistas, deportistas y, por supuesto, los propios periodistas (especialmente los dedicados a la cr\u00edtica).<\/p>\n<p>Los cr\u00edticos de arte o de gastronom\u00eda, por ejemplo, orientaban el gusto de la audiencia, as\u00ed como sus decisiones de compra, debido a su conocimiento experto y gracias al altavoz que les supon\u00eda su presencia medi\u00e1tica.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Por qu\u00e9 las redes sociales han cambiado las din\u00e1micas de la influencia<\/strong><\/li>\n<\/ul>\n<p>Las redes sociales, al diversificar el acceso a plataformas de comunicaci\u00f3n p\u00fablica (p\u00e1ginas web, blogs, sitios de networking y espacios para compartir im\u00e1genes y v\u00eddeos) han conducido a la paulatina desprofesionalizaci\u00f3n de la cr\u00edtica y a la emergencia de los <em>amateurs <\/em>como prescriptores.<\/p>\n<p>Uno de los aspectos m\u00e1s destacados y preocupantes del nuevo escenario, es que la capacidad de influir ha dejado de estar sustentada por el conocimiento experto de una autoridad y se asienta en la popularidad que las redes otorgan a personajes encumbrados por sus propias comunidades de seguidores.<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Reconectar la influencia con la autoridad<\/strong><\/li>\n<\/ul>\n<p>La influencia, en el fondo, tiene que ver con la autoridad y la autoridad (del que sabe, no del que manda) se ejerce en \u00e1mbitos de conocimiento acotados sobre los que el p\u00fablico reconoce a un portador la fuerza moral de sus opiniones y certezas.<\/p>\n<p>Tener muchos seguidores, suscriptores o <em>likes<\/em>, no puede constituir la base sobre la que asentar una relaci\u00f3n de autoridad. Ante el <em>influencer <\/em>hay que preguntarse dos cosas: \u00bfde qu\u00e9 sabe, realmente, el famoso? y \u00bfqu\u00e9 autoridad le conceder\u00edamos si no fuera famoso?<\/p>\n<p>En una \u00e9poca en las que los influencers y tertulianos han desplazado a los expertos y a los intelectuales, parece oportuno volver a apostar por el saber como fuente de la autoridad.<\/p>\n<p>Dime qui\u00e9n te influye y te dir\u00e9 qui\u00e9n eres.<\/p>\n<p>__________<br \/>\nJos\u00e9 Luis Orihuela es profesor en la Facultad de Comunicaci\u00f3n de la Universidad de Navarra (Pamplona, Espa\u00f1a). Email: jlori@unav.es &#8211; Blog: ecuaderno.com &#8211; Twitter: @jlori &#8211; Medium: medium.com\/@jlori<\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfRecuerdas cu\u00e1les fueron las personas que influyeron en tu adolescencia, a qui\u00e9nes admirabas? pues eso ha cambiado, tus hijos tienen otro tipo de modelos que son los influencers a trav\u00e9s de las redes sociales. Jos\u00e9 Luis Orihuela nos da pistas para entender este nuevo boom.<\/p>","protected":false},"author":1,"featured_media":8383,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[18],"tags":[209,656,134,657,658,659,660,522,661,662,159,563],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cuatro claves ante el boom de los influencers - Protege tu corazon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/protegetucorazon.com\/en\/cuatro-claves-ante-boom-los-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cuatro claves ante el boom de los influencers - Protege tu corazon\" \/>\n<meta property=\"og:description\" content=\"\u00bfRecuerdas cu\u00e1les fueron las personas que influyeron en tu adolescencia, a qui\u00e9nes admirabas? pues eso ha cambiado, tus hijos tienen otro tipo de modelos que son los influencers a trav\u00e9s de las redes sociales. 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