Fashion and beauty magazines on social networks Strategies, content and connecting with audiences through Instagram

Article Sidebar

Imagen de portada del número 2 del volumen 20 de la revista ICONO 14
Pdf (Spanish) Interactivo (Spanish) Pdf (English) (Spanish) Interactivo (English) (Spanish)
Published: 27-10-2022
Accepted: 02-10-2022
DOI: https://doi.org/10.7195/ri14.v20i2.1883
Keywords:
social networks, fashion, beauty, instagram, content
Supporting Agencies
-
Dimensions

Main Article Content

Raquel Vinader-Segura
(ES)
Rey Juan Carlos University image/svg+xml
https://orcid.org/0000-0002-3528-6550 (unauthenticated)
Belén Puebla-Martínez
(ES)
Rey Juan Carlos University image/svg+xml
https://orcid.org/0000-0002-1481-4238 (unauthenticated)
Laura González-Díez
(ES)
Universidad San Pablo-CEU, CEU Universities
https://orcid.org/0000-0003-1209-8845 (unauthenticated)

Abstract

The emergence of the internet and social networks has pushed the media to reorient their communication strategies. Fashion and beauty publications in Spain have been no exception and have entered this new media ecosystem in which they have found a very attractive potential audience for their content. The aim of this research is to examine the content strategies of magazines on the Instagram social network. To this end, a quantitative content analysis has been carried out of the publications made by the four Spanish newspapers with the highest circulation according to the EGM (2021). A coding code was developed to analyse the content, topics, technical and stylistic elements, and the presence of brands in their publications, as well as the impact of their messages and the relationship with their audience. The results indicate that each magazine presents its own style of communication with varied themes, but where fashion is the most repeated subject. All of them exploit the high visual component of this social network and establish synergies with their print versions.

Downloads

Download data is not yet available.

Article Details

Issue

Vol. 20 No. 2 (2022): LTE1. Cognitive Science and Neuromarketing | LTE2. Digital cultures on social media

Section

DIGITAL CULTURES IN SOCIAL NETWORKS

Author Biographies

Raquel Vinader-Segura, Rey Juan Carlos University

PhD in Communication from the Universidad Complutense de Madrid (2009), Master in Audiovisual Company Management from the Universidad Carlos III de Madrid (2005), Master in Teacher Training in Secondary Education, Vocational Training and Languages from the Universidad Rey Juan Carlos (2019) and Degree in Information Sciences (Visual and Auditory Communication Branch) from the Universidad Complutense de Madrid (1999).

She has worked as an associate lecturer at the Complutense University of Madrid and as a professor at the Centro de Estudios Felipe II (UCM) (2005-2015). She is currently a lecturer in the Department of Communication Sciences and Sociology at the Universidad Rey Juan Carlos (Madrid). 

She is a researcher in the consolidated research group in Innovation, Education and Communication and the innovation group NODOS at the Universidad Rey Juan Carlos.

Her research interests include Cultural Industries, ICTs, Social Networks and Research Methods.

Belén Puebla-Martínez, Rey Juan Carlos University

Lecturer at the Universidad Rey Juan Carlos. PhD in Communication Sciences from the URJC. Master's degree in Communication and socio-cultural problems. Degree in Journalism and Audiovisual Communication from the same university. Principal Researcher of the Consolidated Research Group in Innovation, Education and Communication (INECO) at the Universidad Rey Juan Carlos. Principal Researcher of the NODOS Teaching Innovation Group. Director of the scientific journal Index.comunicación indexed in different evaluation systems and scientific databases, including Scopus, Emerging Sources Citation Index and the FECYT quality seal. She is a specialist in the study of analytical research methods in social communication and innovative didactics, in the study of Spanish television fiction, in the history of the media, especially in press and television, among other lines of research.

Laura González-Díez, Universidad San Pablo-CEU, CEU Universities

Full Professor in the Faculty of Humanities and Communication Sciences at the San Pablo-CEU University. She is Principal Researcher of the consolidated group ICOIDI (Research in Communication through Image and Design) and responsible in Madrid for the line 3 Communication and New Technologies in the Social Communication programme of the International Doctoral School CEINDO. She has been director of the Department of Audiovisual Communication and Advertising of the USP-CEU (2015-2019), academic secretary (2007-2015), director of the Information Graphics section (2007-2015) and director of the Research Support Service of the USP-CEU SAI-CA (2015-2017). She holds a PhD in Information Sciences from the UCM, and her research focuses on the design of periodicals and the typographic evolution of newspapers and magazines. She is author of more than twenty articles in indexed journals specialised in Communication, six books and more than forty chapters in collective works. She has commissioned three exhibitions on Design and Typography. In 2018 she won the First Prize for Teaching Innovation awarded by the USP-CEU. He has been awarded two six-year research periods and has supervised more than a dozen doctoral theses. 

How to Cite

Vinader-Segura, R., Puebla-Martínez, B., & González-Díez, L. (2022). Fashion and beauty magazines on social networks: Strategies, content and connecting with audiences through Instagram. Journal ICONO 14, 20(2). https://doi.org/10.7195/ri14.v20i2.1883

References

Barthes, Roland (1989). La cámara lúcida, notas sobre la fotografía. Barcelona: Paidós.

Blasco, Luis (2012). “La moda en los periódicos vs. la moda en las revistas. El caso de El Mundo”, en XV Jornadas de Fotografía, Edición y Diseño: “La Gráfica de la Moda”, 22 y 23 de marzo de 2012. Madrid: Universidad San Pablo-CEU.

Caerols-Mateo, Raquel; Tapia-Fraude, Alejandro; y Carretero-Soto, Andrés (2013). Instagram, la imagen como soporte del discurso comunicativo participado. Vivat Academia, 124, pp. 68-78.

De Diego, Estrella (1984). Cien años de revistas de moda en Madrid: 1840-1940. Villa de Madrid, nº 82, pp. 3-30.

Estudio General de Medios, EGM (2021) Primera oleada del año 2021, revistas, Asociación para la investigación de los Medios de Comunicación (AIMC). Disponible en: https://reporting.aimc.es/index.html#/main/revistas

Gómez de Travesedo Rojas, Ruth y Gil Ramírez, Marta (2020). De Twitter a Instagram: ¿Qué red social eligen las revistas de moda y belleza? Icono 14, 18 (1), pp. 179-204. https://doi.org/10.7195/ri14.v18i1.1395

Gough-Yates, Anna (2003) Understanding Women’s Magazines, London: Routledge.

Hootsuit y We Are Social (2021). Digital 2021. Disponible en: https://bit.ly/3QVpGv9

IAB Spain (2021). Estudio de Redes Sociales. Disponible en: https://bit.ly/3UnTcN7

Igartua, Juan José y Humanes, María Luisa (2004). Teoría e investigación en comunicación social. Madrid: Síntesis.

Kaplan, Abraham y Goldsen, Joseph M. (1965). The reliability of content analysis categories. En Lasswell, H. D. et al. (1965): Language of Politics: Studies in Quantitative Semantics. Cambridge: Mit press.

Kayser, Jacques (1982). El diario francés. ATE.

Krippendorff, Jost (2002). Metodología de análisis de contenido. Teoría y práctica. Barcelona: Paidós.

Marinas, Leyre (2019). Instagram: Donde Millennials, Generación Z, Mcluhan y Bolter se cruzan. CIC. Cuadernos de Información y Comunicación, 24, 187-201. https://doi.org/10.5209/ciyc.64641

Martínez-Sanz, Raquel y González Fernández, Cristina (2018). Comunicación de Marca en Instagram, ¿Una Cuestión de Género? El Rol del Influencer de Moda. Masculinities and Social Change, 7(3), 230- 254. http://doi.org/10.17583/MCS.2018.3693

Mattei, Maria Michela (2015). El divismo en tiempos de #Instagram. CIC. Cuadernos de Información y Comunicación, 20, pp. 95-107. http://dx.doi.org/10.5209/rev_CIYC.2015.v20.49385

Noguera Vivo, José Manuel (2010). Redes sociales como paradigma periodístico. Medios españoles en Facebook. Revista Latina de Comunicación Social, 65, pp. 176-186. http://dx.doi.org/10.4185/RLCS–65–2010–891–176–186

Owen, William (1991). Diseño de revistas. Gustavo Gili.

Paricio Esteban, Pilar (2000). El encuadre de la moda en los diarios españoles de información general de ámbito nacional (1900 -1994). Revista Latina de Comunicación Social, 28. Disponible en: https://bit.ly/3DzoYkh

Rodríguez Sánchez, Almudena (2018). Evolución conceptual y adaptación digital de las denominadas revistas femeninas. Estudio analítico de Elle, Telva, Vogue, Mujer Hoy, S Moda y Yo Dona [Tesis doctoral, Universidad Complutense].

Salaverría, Ramón (2007). Los diarios frente al reto digital. Chasqui Revista Latinoamericana de Comunicación, 97, pp. 4-9. https://doi.org/10.16921/chasqui.v0i97.402

Statista (2022). Instagram. Datos estadísticos. Disponible en: https://es.statista.com/temas/5443/instagram/

Subiela, Blas (2010). El diseño de revistas como lenguaje: fundamentos teóricos. [Tesis doctoral, Universidad Católica San Antonio]

The Social Media Family (2021). Estudio sobre los usuarios de Facebook, Twitter e Instagram en España. Disponible en: https://bit.ly/3DDdyMg

Vicente-Fernández, Pilar, Vinader-Segura, Raquel y Gallego-Trijueque, Sara (2019). La comunicación de moda en YouTube: análisis del género haul en el caso de Dulceida. Revista Prisma Social, (24), 77–98. Disponible en: https://revistaprismasocial.es/article/view/2828

Vinader-Segura, Raquel; Puebla-Martínez, Belén; González-Díez, Laura y Fernández-Fernández, Nora (2022). “La comunicación de moda y belleza en las redes sociales. Análisis de las estrategias comunicativas de las revistas en Instagram”, en De Vicente Domínguez, Aida María y Bonales Daimiel, Gema (coords.). Estrategias de comunicación publicitaria en redes sociales: diseño, gestión e impacto, Madrid: McGrawHill, pp. 97-112