Resumen

LLANO ARISTIZABAL, Sergio  y  PENA ESCOBAR, Jennie. Public repudiation acts on YouTube: Amplification and mobilizing effects. Investig. desarro. [online]. 2021, vol.29, n.1, pp.217-239.  Epub 08-Nov-2021. ISSN 0121-3261.  https://doi.org/10.14482/indes.29.1.305.8.

Social media have favored the production and consumption of content on matters of citizen interest, such as those of social claim to authorities. Within these, there is a typology of videos broadcasted on YouTube and other social media networks, in which political personalities are rebuked in public space by casual pedestrians. These spontaneous encounters, recorded on mobile devices and posted on the World Wide Web, potentially serve as an alternative form of social protest and, consequently, could incite citizen mobilization and participation. This article examines this phenomenon from the analysis of the amplification properties and the social mobilization effects of a selection of repudiation acts against political personalities from Colombia and Venezuela. Based on the literature on social movements on the Web, and through the application of a mixed methodology, this study examines the variables of diffusion and virality, participation, influence, continuity, unity and mobilization in four distinctive cases. The results allow us to conclude that, despite the rise and qualities attributed to social platforms, these contents do not reach concrete effects on audiences that are translated into actions beyond online participation.

Palabras clave : Social media; communication impact; social mobilization; social participation; audience reaction; YouTube.

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