Acceso usuarios
Objective: In a context where beauty plays a fundamental role as a generator of empathy and trust, sexualised communication floods social networks as a method of attracting attention. Does this type of communication really generate attention and trust, and is it influenced by gender and type of sender? Methodology: This study analyses sexualised communication on Instagram, based on a selection of two influencers (male and female) and two peers (male and female), and a sample of 40 young people (aged between 18 and 25) and attempts to provide answers on the differences in evaluation, in terms of credibility, trust, recommendation capacity, attention or memorization. The study is approached from a dual methodological perspective; through neuroscience techniques, encephalogram (EEG) and galvanic skin response (GSR), and through surveys to measure the declarative and rational part.
Results: The results suggest that when the receiver is female and the sender is a female peer, the values of attention, valence, trust and recommendation are the lowest, and therefore the use of this type of communication is not recommended.
However, the study suggests that when the receiver is male, the analysed values improve (attention and memorization), even being higher in aspects of credibility when the sender is a female peer.
Limitations: The limitations are centred on the methodology, which is carried out on a small sample and a small selection of stimuli, which is usual in this type of study.
