Peruvian influencers, media citizenship and their social role in the context of covid-19

ABSTRACT

The covid-19 pandemic has impacted the digital public sphere considerably, causing influencers to reflect on their work and social responsibilities. Users and virtual communities have articulated the need for information to be provided to them on informal political spaces characterized by the coexistence of leisurely and entertainment activities. This exploratory qualitative study is based on in-depth interviews of 13 Peruvian influencers with varying levels of influence and hailing from different regions. Such an exploration facilitates an understanding of the influencers’ coping strategies in this scenario as well as their perspectives as media citizens. We conclude that the relationship between influencers and their communities can assume high levels of civility and social commitment in a critical context;such a relationship is further enhanced by means of content that integrates information and entertainment. © 2022 Universidad de Guadalajara. All rights reserved.