{"id":11201,"date":"2021-07-22T10:00:12","date_gmt":"2021-07-22T15:00:12","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=11201"},"modified":"2021-07-15T14:01:24","modified_gmt":"2021-07-15T19:01:24","slug":"las-redes-sociales-modifican-el-lenguaje-y-las-marcas-lo-aprovechan","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/las-redes-sociales-modifican-el-lenguaje-y-las-marcas-lo-aprovechan\/","title":{"rendered":"Las redes sociales modifican el lenguaje… y las marcas lo aprovechan"},"content":{"rendered":"

El uso de internet ha modificado una gran cantidad de aspectos cotidianos. Entre ellos, el lenguaje, aunque a menudo en detrimento de la ortograf\u00eda o la puntuaci\u00f3n. Pese a las cr\u00edticas que esto genera, estas variaciones pueden ser aprovechadas por las marcas para llegar a comunidades de diferentes generaciones.<\/p>\n

De acuerdo con Alejandro Herrera, head of Latam de Hootsuite, el lenguaje ha evolucionado de manera importante a ra\u00edz de la adopci\u00f3n tecnol\u00f3gica de los \u00faltimos a\u00f1os y actualmente la forma en que las diferentes generaciones lo utilizan pueden ser indicativos para los negocios, respecto hacia d\u00f3nde deben dirigir sus esfuerzos para llegar a ciertos p\u00fablicos.<\/p>\n

En este sentido explica que antes de la pandemia, en M\u00e9xico la mayor parte de los usuarios de internet eran millennials y m\u00e1s j\u00f3venes, sin embargo, durante este periodo hubo un increment\u00f3 de m\u00e1s del 20% de personas que se encuentran en los rangos de edad de los baby boomers, a quienes se les puede distinguir por su uso del lenguaje.<\/p>\n

Al respecto, Carmen Ma\u00edz Ar\u00e9valo, profesora de ling\u00fc\u00edstica en la Universidad Complutense de Madrid, coment\u00f3 que los adolescentes \u201ctienen la necesidad de distinguirse de sus mayores, de marcar su propia identidad y a la vez generar grupo. Lo que hacen con la lengua es crear nuevas expresiones para marcar esa distinci\u00f3n generacional. Es lo que se ha hecho siempre, pero ahora est\u00e1 muy potenciado\u201d.<\/p>\n

Por su parte, Herrera ejemplifica esta situaci\u00f3n con los hashtag, los cuales son utilizados en mayor medida por un p\u00fablico joven, el cual genera tendencias y comunidades en torno a ellos.<\/p>\n

Si bien hay acr\u00f3nimos como LOL (laughing out loud) que han sido usados desde hace varios a\u00f1os en internet, algunos casos que han sido significativos tras el uso masificado de TikTok son #POV, el cual generalmente es usado para videos que tienen la intenci\u00f3n desarrollarse en primera persona o #GPI, que funciona como abreviatura de la frase \u201cgracias por invitar\u201d, aunque su uso es ir\u00f3nico, pues se recurre a ella cuando alguien se siente excluido de la conversaci\u00f3n.<\/p>\n

Asimismo, resalta que las generaciones j\u00f3venes se sienten atra\u00eddas por aspectos visuales. Muestra de ello es que seg\u00fan el Digital Report 2021 de Hootsuite, las redes sociales m\u00e1s populares entre la gente de 18 a 34 a\u00f1os tienen que ver con contenido audiovisual, como YouTube, lo cual influye en el uso de emojis y otros elementos visuales a la hora de escribir.<\/p>\n

Sobre este elemento la ling\u00fcista Gretchen McCulloch, autora del libro Because Internet, explica que a trav\u00e9s de la tecnolog\u00eda \u201chemos intentado reconstruir nuestros cuerpos en la escritura\u201d y precisamente los emojis cumplen con la funci\u00f3n de ser gestos en esta comunicaci\u00f3n no verbal.<\/p>\n

En cambio, la plataforma que tuvo mayor aceptaci\u00f3n entre el p\u00fablico de m\u00e1s edad durante el \u00faltimo a\u00f1o fue Mercado Libre, pues, apunta el especialista, este sector de la poblaci\u00f3n tiene la capacidad de aprovechar su poder adquisitivo en los productos de dicho sitio.<\/p>\n

Ante el desarrollo de las tecnolog\u00edas en internet, los expertos apuntan que el lenguaje va a seguir cambiando, pues la adopci\u00f3n de las redes sociales contin\u00faa en aumento.<\/p>\n

Hoy en d\u00eda nueve de cada 10 personas en el mundo tienen una red social y, por lo tanto, el lenguaje est\u00e1 pasando por un proceso de homogeneizaci\u00f3n, derivado de la globalizaci\u00f3n de contenidos, especialmente en generaciones que crean contenidos en torno a influencers.<\/p>\n","protected":false},"excerpt":{"rendered":"

Los cambios en la lengua permiten una identificaci\u00f3n con los p\u00fablicos m\u00e1s j\u00f3venes de manera org\u00e1nica, gracias al uso de hashtags o acr\u00f3nimos.<\/p>\n","protected":false},"author":10,"featured_media":11203,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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