RT journal article
T1 El fenómeno fan de las microcelebridades: el caso de AuronPlay
T2 The fandom of microcelebrities: the case of AuronPlay
A1 Gallardo Hurtado, Lourdes
A1 Selva Ruiz, David
A2 Marketing y Comunicación
K1 AuronPlay
K1 comunicación digital
K1 fans
K1 marca personal
K1 microcelebridad
K1 youtubers
K1 Social media
K1 Instagram
K1 online hate speech
K1 digital campaigning
K1 political communication
AB Although there is abundant work on fan communities and, to a lesser extent, on microcelebrities, the relationship between the two has only been superficially addressed. This work therefore aims to study the adaptation of the fandom to the online environment and microcelebrities. AuronPlay is one of the most relevant youtubers on the national and international scene, with 24.5 million subscribers. This work is an exploratory-descriptive research of a qualitative nature. Structured online interviews (44 interviews were held with Spanish AuronPlay fans) and discourse analysis are used. The aim is to address the relevance of the youtuber in a specific social and communication context and the perceptions and behaviour of their fans as a community of followers of a microcelebrity. The success of AuronPlay seems to be related to a close and constant communication with the community through digital platforms. Identification and projection processes coexist. The fans themselves are aware of the influence the youtuber has on them in the way of speaking, the consumption of content or the perception of reality. The community is constituted as a support for the microcelebrity and an expansion of his imaginary. Despite everything, the relationship between microcelebrity and community has a parasocial character.
PB UNIV ALICANTE
SN 1989-872X
YR 2021
FD 2021-12
LK http://hdl.handle.net/10498/26118
UL http://hdl.handle.net/10498/26118
LA spa
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026