<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2024000100122</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2024.8675</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Bienestar animal en Instagram: tendencias y discurso de eco-influencers uruguayos]]></article-title>
<article-title xml:lang="pt"><![CDATA[Bem-estar animal no Instagram: tendências e discurso dos ecoinfluenciadores uruguaios]]></article-title>
<article-title xml:lang="en"><![CDATA[Animal Welfare on Instagram: Trends and Public Discourse of Uruguayan Eco-Influencers]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez Márquez]]></surname>
<given-names><![CDATA[Victoria]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Garzón Díaz]]></surname>
<given-names><![CDATA[Carolina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Montevideo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Uruguay</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Montevideo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Uruguay</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>21</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2024000100122&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2024000100122&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2024000100122&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se realiza análisis del discurso multimodal en las publicaciones de un año (n = 200) de 17 eco-influencers uruguayos en Instagram, con énfasis en los posts que abordan la agenda emergente del bienestar animal. Así, se encuentra un predominio del discurso del Proteccionismo en defensa de animales silvestres y un foco en la acción de los consumidores. El estudio contribuye a la comprensión de los términos en los que nuevos actores influyentes en nuevos contextos digitales se expresan sobre estas temáticas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A análise multimodal do discurso é realizada em postagens de um ano (n = 200) de 17 ecoinfluenciadores uruguaios no Instagram, com ênfase em postagens que abordam a agenda emergente do bem-estar animal. Assim, há predomínio do discurso do Protecionismo em defesa dos animais silvestres e foco na ação do consumidor. O estudo contribui para a compreensão dos termos em que novos atores influentes em novos contextos digitais se expressam sobre estes temas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Multimodal discourse analysis was conducted on a sample of 200 Instagram posts, wherein 17 Uruguayan eco-influencers engaged with the evolving discourse surrounding animal welfare over the course of one year of social media activity. The study identified a predominant discourse of protectionism advocating for the conservation of wild animals, coupled with a notable emphasis on consumer action. Thus, the findings contribute to the understanding of the terms in which new influential voices in new digital contexts express themselves about these topics.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Influencers]]></kwd>
<kwd lng="es"><![CDATA[bienestar animal]]></kwd>
<kwd lng="es"><![CDATA[discurso público]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="pt"><![CDATA[Influenciadores]]></kwd>
<kwd lng="pt"><![CDATA[bem-estar animal]]></kwd>
<kwd lng="pt"><![CDATA[discurso público]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="en"><![CDATA[Influencers]]></kwd>
<kwd lng="en"><![CDATA[animal welfare]]></kwd>
<kwd lng="en"><![CDATA[public discourse]]></kwd>
<kwd lng="en"><![CDATA[social network sites]]></kwd>
</kwd-group>
</article-meta>
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