RT journal article
T1 The influencer-politician narrative and his/her fandom. The case of Isabel Díaz Ayuso and the ayusers on Instagram
T2 La narrativa del político-influencer y su fandom. El caso de Isabel Díaz Ayuso y los ayusers en Instagram
A1 Caro Castaño, Lucía
A1 Marín Dueñas, Pedro Pablo
A1 García Osorio, Javier
A2 Marketing y Comunicación
K1 Political communication
K1 celebrity politics
K1 Instagram
AB The influence of social media culture on political communication has led to the emergence of the influencer-politician narrative as the adaptation of the celebrity-politician to the medium. This paperanalyses the communication of the politician Isabel Díaz Ayuso and her fandom (ayusers) on Instagramduring a non-electoral period (June 2021-June 2022). To this end, a quantitative and qualitativecontent analysis was carried out on Díaz Ayuso’s official profile and the five most followed fandomaccounts. The results show that Díaz Ayuso uses the same advertising and commercial strategiesas influencers. Also, the presence of brands and celebrities was greater than that of politicalrepresentatives or information about their own government initiatives in her posts. The decision to show personal and commercial content, following the logic of the politician’s humanisation, is rewarded by her followers showing more engagement towards these themes. At the same time, her fandom focuses its publications on praising Díaz Ayuso’s physical attractiveness and the political attack on the left (regional and national). Thus, Díaz Ayuso and the ayusers’ communication work in a complementary way on Instagram: the politician is always active and positive, in accordance with the logic of the medium and the cultural ideas associated with the female gender, while her fandom incorporates politicaland attacking content. This research advances knowledge about the narratives of humanisation of the politician in social media, as well as the growing importance of fandom within a context of digital permanent campaigning.
SN 1989-872X
YR 2024
FD 2024-01-01
LK http://hdl.handle.net/10498/30264
UL http://hdl.handle.net/10498/30264
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026