Abstract:

The case study is part of a greater research project called Sceneries, Digital Technologies and Youth in Andalusia (2008-2011), sponsored by the Regional Government of Andalusia. This paper is a case study about active participation on digital culture; it has extended for a year (long-term study). The project aimed to continue the works by Sefton-Green (1998), Hutchby & Moran-Ellis (2001), Facer, Furlong, Furlong and Sutherland (2001), Facer, Furlong & Furlong (2003), Holloway & Valentine (2003) and Angulo (2004), among others; focussing on the social and cultural uses of digital technologies. We agree with the commonly accepted idea that digital culture (Gere 2002) is generating profound changes in our society, but specially, in the ways of creating and sharing knowledge, as well as in the personality development processes, as it has been detected in this case study
(Hutchby & Moran-Ellis 2001; Pisani & Piotet 2008; Piscitelli 2002, 2009; Turkle 2011).

The case on study is called Sonorona, which is María’s nickname, a young girl aged 18. But in order to understand María on her daily digital life, we need to understand Sonorona first. Sonorona is a makeup guru in Spain and Latin America. The conversion process into Sonorona has meant at the same time a journey through technologies, abandoning some and adopting others, and elaborating a dense complementary net of technologies to spread her ideas and contact her followers. María emerges in that dense net in a defensive and secondary way, insofar as conflict arises between the two identities-Sonorona and María. Some questions can be highlighted within this case study.

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Keywords:

Digital culture, Creativity, Internet.