Abstract

MONTERO CORRALES, Laura. An Approach Towards the Appropriation and Consumption of Instagram by University Students. Reflexiones [online]. 2020, vol.99, n.2, pp.21-43. ISSN 1659-2859.  http://dx.doi.org/10.15517/rr.v99i2.39543.

Introduction. The study of social networks among young people has become a growing line of research. Although there are numerous investigations in this regard, the study of the appropriation and social consumption of technology allows us to determine how young people use platforms such as Instagram and incorporate them into their daily lives. Objectiv. Therefore, this research aims to discover and examine the practices of appropriation and consumption of Instagram by university students. Method. This article presents the results of a study that applied a questionnaire to 210 students of the Faculty of Social Sciences of the University of Costa Rica within the age range of 18 to 24 years old. Results. The results indicate that university students use this social network as a tool for social interaction, documentation, personal expression and to look at what others do, as well as a space of interaction with users, brands and influencers. Conclusions. According to the data, there is a variety of ways and practices through which young university students use Instagram, especially their interest in influencers, that allow to understand their processes of socialization and consumption of information through social networks.

Keywords : Social network; Instagram; College students; Millennials; Advertising.

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