Estudio de recepción sobre la imagen de ¿El Temach¿ y su contenido digital en la red social YouTube

Abstract

The purpose of this research is to determine how the followers of Luis Castilleja, better known by the pseudonym “El Temach,” receive and assimilate its content, considering the audiovisual narrative, the digital image, and the themes he addresses in his lives. on YouTube and the influence Luis Castilleja has on the members of his community. Different structured interviews were carried out with active followers of Luis Castilleja “El Temach”, in order to collect information allowing them to analyze and establish their criteria, experiences with the content creator, preferences on the topics addressed in the live broadcasts, suggestions in the digital content and personal contexts. We work from live events, the most personal experience that followers have and the influence of said event that has an impact on them. Here, we not only seek to understand the communication strategy, but also to analyze how these influences are expressed in direct interaction with the audience, as mentioned in attendance at the conference. The metrics of the most viral videos on its YouTube channel were analyzed quantitatively and with the aforementioned, the level of acceptance, impact and influence of “El Temach” in its community was measured. The fandom of digital content creators are people linked to the narrative exposed by the influencers, creating a feeling of community where they identify with the image and the message or narrative of the content creator, where fans see the content creator as a friend and not just as a creator of the platform, which allows close links to be created between influencer and subscriber, directly influencing their lives, generating notable changes in the mentality of users who consume “El Temach” content. Finally, the study addresses an analysis based on reception studies that allows us to understand the way in which the image and narrative of “El Temach” influence its followers from its YouTube channel, reflecting the complex dynamic between the content creator and your audience in the digital context