Influencers en la industria estética de Ecuador: Análisis de las visualidades hegemónicas del cuerpo femenino

Abstract

Paula Cobo (@its.paulad), an Ecuadorian influencer who works with the aesthetic industry, is taken as a case study. The following research aims to answer the question: how does the aesthetic industry instrumentalize the hegemonic visualities of the female body? has the objective of analyzing the hegemonic visualizations of the female body in Ecuadorian influencers from the aesthetic industry and three specific objectives are proposed: to identify how the aesthetic industry generates impact on the social network Instagram in the account of @its.paulad; to explain the stereotypes that are presented for public opinion in the visual narratives of @its.paulad and to analyze the response to the hegemonic visualizations through the comments on the publications of @its.paulad. It is relevant due to the fact that, influencers have a narrative line to normalize standards of female bodies, with this data, future research can be opened to look for a concrete solution. For the research, it is intended to analyze the hegemonic visualizations of the female body, therefore, descriptive research was established. We worked with a mixed approach and the methodology used is a virtual ethnographic analysis. The results obtained show that the research question is valid, since the aesthetics have come to work directly with the influencer to position themselves in the market and are promoted through aesthetic touch-ups made to @its.paulad, the followers accept positively how the influencer meets the established canons of beauty and the stereotypes present in the account of @its.paulad are: thick lips, fair skin, flat stomach, long hair and snub nose.