Abstract

Present learning ecologies are diverse and change quickly, which demands a similar observation of the phenomenon. This paper is focused on the youth emerging informal learning communities and the study’s object is to discover and characterize a new figure in this landscape, the Studygrammer. With surveys (N=256), focus groups carried out through the Philips 66 technique and analyze with Atlas ti software (thematic analysis) we analyze: practices of academic social media use amongst Communication students and apart of the institutional enviroment, plus their opinions regarding the #Studygram community, #Studygrammer profiles from different degrees are also analyzed. Main results help us to concrete a definition for Studygrammer: a student that performs a mentoring (coach-leader) role amongst peers using Instagram, not only sharing notes (highly performed) but also tips, inspiration and experiences. They have the DNA of an influencer using the same visual code and monetizating their practices but the academic goal adds some peculiarities: the visual code works as lingua franca between different knowledge areas (students of a certain degree follow studygrammers which study different degrees, because they are also interested on the know-how learning process) and in the followers’ adhesion criteria we find more rational than emotional reasons.

Abstract

The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main objectives of advertising, especially interactive advertising. This quantitative research measures the psychophysiological signals of the attentional level and the emotional level of people taking into account gender, through Sociograph, when they visualize Instagram stories of real influencers. To measure the electrodermal activity by means of two electrodes, a measurement instrument is used which integrates the traditional register of the Electrodermal Activity (EDA) and processes the information of the individuals. A questionnaire, the screen to display the Instagram story, the Instagram stories of the influencers, a registration protocol and a record sheet of the activity sequences are used. We observed that a greater number of followers implies greater emotional activation, although it translates into negative emotions, and a greater emotional activation in men than in women, although it is they who show positive emotions towards the video and would make an act of purchase through Instagram.