Abstract

VILLARROEL TOYAMA, Andrea. Influence of opinion leaders in the imaginaries of the youth of Santa Cruz on homosexuality. Rev. aportes de la comunicación [online]. 2018, n.25, pp.37-48. ISSN 2306-8671.

Abstract Although homosexuality has existed since Antiquity, the interest in its study and the measurement of attitudes towards it is relatively recent, so in many cases, as in Bolivia, there is no national data on this subject that could guide the design of information and awareness policies or campaigns. On the other hand, opinion leaders have the ability to influence the predisposition (positive or negative) of an audience   towards   something.   The   objective   of this research is to determine the correspondence between the messages of opinion leaders and the imaginary of the youth of Santa Cruz de la Sierra about homosexuality. The sample consisted of 30 young people and 17 posts made on Facebook by the public figures most followed in said social network. A mixed methodology was used, through focus groups and the ideological analysis of the discourse of Van Dijk. The results show that there is misinformation and confusion regarding the issue of homosexuality. This is poorly treated in the public sphere of Santa Cruz. In addition, stereotypes about homosexual persons and sexist gender roles persist, although a break with these traditional representations was detected and an attempt to transgress them, but without achieving it completely. Although young people relate the Contemporary Age with attitudes of greater tolerance and acceptance, the subtle rejection towards sexual diversity persists.

Keywords : Homosexuality; homophobia; imaginaries; young people; opinion leaders.

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