La mayoría falsa: dentro de la maquinaria invisible del astroturfing. Un modelo de mediación en serie
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Propósito: Este estudio analiza cómo el astroturfing percibido y la alfabetización mediática influyen en las respuestas críticas de los individuos ante contenidos digitales. Examina si la conciencia sobre el astroturfing y el estilo de evaluación autodeclarado median esta relación, cuestionando la idea de que la alfabetización mediática garantiza por sí sola un comportamiento ético en línea. Metodología: Se realizó una encuesta transversal en línea en Rumanía entre marzo y abril de 2025 con una muestra por conveniencia de 226 participantes de entre 18 y 73 años. El cuestionario midió la alfabetización mediática percibida, cuatro dimensiones de conciencia sobre el astroturfing, estilo de evaluación y respuesta crítica. Los datos fueron analizados mediante modelos de ecuaciones estructurales (SEM) con mediación en serie, usando mínimos cuadrados ponderados diagonalmente (DWLS) e intervalos de confianza bootstrap. Resultados: La alfabetización mediática no predijo directamente la respuesta crítica, pero incrementó significativamente la conciencia sobre astroturfing, la cual predijo de forma fuerte el comportamiento ético en línea (β = 0.56, p < .001). El estilo de evaluación tuvo un rol marginal y la edad se asoció levemente con una respuesta más racional. El modelo mostró excelentes índices de ajuste (CFI = 0.991, RMSEA = 0.03). Conclusiones: La alfabetización mediática promueve una participación ética solo cuando los usuarios identifican manipulaciones coordinadas. La conciencia sobre astroturfing actúa como catalizador de respuestas críticas. Limitaciones: diseño transversal y medidas autoinformadas. Implicaciones: necesidad de mayor transparencia digital y reforma educativa en medios.
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Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Esta obra está bajo una licencia de Creative Commons Reconocimiento 4.0 Internacional.
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