Caracterización de la composición de los mensajes producidos en la cuenta de instagram @caligourmet, con el fin de visibilizar el fenómeno del engagement basado en la interacción de los sujetos, influenciador y prosumidor

Abstract

This thesis project characterizes the composition of messages, shining a light onto the interaction-based engagement phenomenon between an influencer and prosumer, in the @caligourmet Instagram account. It was based on four research categories: Instagram, Foodies, Engagement, and Semiotics. It followed a qualitative methodology with a descriptive focus, in order to characterize the denotative and connotative messages of three separate food-related images published by the selected account in September of 2019. Throughout the analysis of selected publications, It was proven that the engagement phenomenon is indeed related to both explicit and implicit messages contained within the image itself. Therefore, the study concludes that these are contributing factors in the interaction between an influencer account and its followers.