Diseño y ejecución del plan estratégico comunicacional enfocado en el activismo Social Body positive con la marca pesonal de Berenice Nolivos

Abstract

This development project focuses on analyzing the body positive message of the videos of the @berenice.min (Instagram) and bere_min (TikTok) accounts. The corpus of 6 videos on TikTok and 4 videos on Instagram were selected in a time interval that goes from September 9, 2022 to April 26, 2023, whose content refers to body acceptance. For the study, the analytical tool of intersectionality proposed by Kimberlé Crenshaw was taken into account, who states that the intersectional is part of questions that demand justice regarding discrimination based on race, gender, corporality, functionality, among other forms of oppression of black women. . In this sense, intersectionality will be used as a category of analysis that enables reflection on liberating discourses around bodies that do not meet hegemonic standards. The virtual ethnographic method will be extended to study the environments of interactivity and the social interrelationships generated in cyberspace and the repercussion of these relationships on the perception of women's bodies in daily life and its virtualization. On the other hand, a content analysis was carried out to collect statistics on the selected audiovisual elements. Finally, a branding analysis of the Berenice Nolivos personal brand is carried out and it is concluded that there is a growth in female followers, interactivity and visualizations and receptivity are favorable, however, it is necessary to create a strategic digital presence in other online spaces to a greater diffusion of the theories of the positive body