Abstract:

The scenario of media influences is in constant transformation, and the inhabitants that develop it generate multiple interactions with great influence for the people who consume cultural artifacts nowadays. This article attempts to explore some of the defining characteristics of the send and receive process of the new mediatic referents around online socialization platforms. Specifically, our objective is to deepen the repercussion that influencers have for the development of the digital and personal identities of young people. Based on a qualitative methodological approach based on digital ethnography, we have access to different samples of students and teachers from 12 schools in Asturias. About the students, we studied 528 profiles in the social networks Twitter and Instagram of boys and girls who studied 4º of ESO. About teachers, we worked with 30. The conclusions of our study point to the perpetuation of a collective ideals related to sexist, normative and market tendencies. That ideals hegemonized representations of the self and create rules of conduct and social valorization. Finally, we emphasized at the need to incorporate the knowledge of these prescriptive models into the continued and initial training of teachers of compulsory education.

Keywords:

Stereotype, culture, social networks, youth, compulsory education, teacher education.