Las transgresiones de los influencers en redes sociales: Un análisis crítico del discurso multimodal sobre las estrategias de cancelación en los hilos de debate sobre body shaming
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Las transgresiones provocadas por declaraciones inapropiadas de influencers en redes sociales generan revuelo en estas plataformas. La arena pública online de Rumanía ha estado dominada por un escándalo de "estrías" cuando un famoso influencer (George Buhnici) avergonzó a las mujeres por su apariencia física. Sus comentarios controvertidos desataron una ola de indignación en el entorno digital. Aplicando un enfoque sociocultural al asesinato de reputación y un Análisis Crítico del Discurso Multimodal, nuestro objetivo fue identificar cómo el influencer de redes sociales (SMI) fue representado en los comentarios de los usuarios en línea y cómo los comentaristas se representaron discursivamente a sí mismos. Los principales hallazgos mostraron que el insulto, la ridiculización, la negación de la identidad social y la humillación fueron las cuatro estrategias principales de ataque al carácter presentes en la representación del influencer como el “otro” por parte de los partidarios de la cancelación. En su intento de proteger al que avergüenza los cuerpos (el influencer) de perder su capital social, los opositores a la cancelación emplearon estrategias como la minimización, el refuerzo, la trascendencia (libertad de expresión) y el ataque al acusador (el cancelador) para representar al influencer como “uno de los nuestros”. Los usuarios en línea adoptaron tres roles principales en su autorrepresentación discursiva: deslegitimadores del “nosotros” colectivo, experimentadores y asesores sociales. Finalmente, el estudio proporciona un marco relacional triple para el proceso de cancelación desencadenado por las transgresiones de los influencers en redes sociales.
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