RT journal article
T1 "We have an Ondas Award and a lot of anxiety" : Engagement strategies and parasociality of the Estirando el chicle podcast
T2 «Tenemos un Ondas y mucha ansiedad». Estrategias de compromiso y parasocialidad del pódcast Estirando el chicle
A1 Caro Castaño, Lucía
A1 Gallardo Hurtado, Lourdes
A2 Marketing y Comunicación
K1 public relations
K1 podcasting
K1 fandom
K1 YouTube
K1 PSI
K1 PSR
K1 Relaciones públicas
K1 relacions públiques
AB The Estirando el chicle [Stretching the chewing gum] audiovisual podcast is analyzed as a success story that focuses on the connection between the program and its social audiences to determine whether elements of parasociality exist. The case study method is used, with a mixed design that combines discourse analysis and content analysis to understand: 1) the discursive strategies used by the creators, searching for a co-orientation effect with their audience, and 2) whether fandom expresses the existence of parasociality on You -tube. The results show that the hosts use five strategies to be perceived as authentic and to connect with their audience: self-revelation, the "behind-the-scenes" narrative subgenre, visibility of mental health issues, rejection of the aspirational discourse of influencers, and the simulation of interaction. As regards signs of parasociality among the fandom, it is found that 63.8% of comments address the hosts with familiarity, 14.4% of the texts express affectivity belonging to the primary group, and the gratifications from the pod -cast obtained are entertainment (46.5%), the sense of belonging to the community (18.9%), self-expression (11%), identification (4.7%), and an improvement in some aspect of their life (4.7%).
SN 0211-2175
YR 2023
FD 2023-01-31
LK http://hdl.handle.net/10498/29141
UL http://hdl.handle.net/10498/29141
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026