The evolution of the political influencer as a new actor in the intermediation of Political Communication. A scoping review of its conceptualization and characteristics
Abstract
New forms of mediation of the political message constitute fertile ground for research in the field of Political Communication. Among them, the emergence of influencers as new relevant actors in the configuration of public opinion stands out. Their participation in political campaigns and impact on the values of young people make them an object of study of great interest to academia. Despite its extension, academia has not addressed a rationalization of the different definitions and typologies related to influencers and political communication. This research aims to contribute to improving conceptual ordering through a scoping review (SCOPUS and Web of Science) that analyzes the scientific production that uses the concepts "political influencer", "digital opinion leader" and "microcelebrities". Through this methodology, a total of 77 scientific publications are obtained, which are analyzed from a quantitative and qualitative perspective. The results allow us to identify a boom in the use of the concept "Political Influencer" in recent years, as well as to identify the main characteristics of each term. The analysis of the use of different concepts allows us to propose a classification that identifies the variety of influencers in the field of Political Communication.
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