Abstract

BONALES-DAIMIEL, Gema; MARTINEZ-ESTRELLA, Eva Citlali  and  SUAREZ-CARBALLO, Fernando. Cultural Icons from Argentina, Spain, and Mexico. The Mainstream Phenomenon in Social Media. Palabra Clave [online]. 2023, vol.26, n.3, e2632.  Epub July 24, 2023. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2023.26.3.2.

In popular culture, the term mainstream is related to those icons of cinema, art, and politics that have spread in a globalized world thanks to the media and advertising, transcending decades and re-emerging at different historical periods. This research will observe how social media users create content using the chosen cultural icons (Frida Kahlo, Che Guevara, Marilyn Monroe, and Pablo Picasso). The methodology has a mixed approach with quantitative variables-total number of publications, reach, impact, engagement-and qualitative content analysis to find the values mainly attributed to each of these icons in social media. The content analysis reveals that the publications are used almost exclusively as a tribute and branding, that Frida Kahlo is the character most used to sell art and fashion, and with whom young people (20-30 years old) identify the most, and that the images of Che and Marilyn Monroe are the ones that get the most likes and comments, with the highest level of interaction and engagement (especially among the 35-45-year-old audience). Concerning the analysis of the values most represented in the publications (which strengthen a massive discourse), art is the intangible most used to personify Frida and Picasso. At the same time, patriotism and freedom are more linked to Che and love, beauty, and sensuality to Marilyn.

Keywords : Iconography; cultural identity; branding; social media; visualization.

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