La comunicación verbal en la narrativa audiovisual de youtubers ecuatorianos.

Abstract

This study addresses how Ecuadorian YouTubers use verbal communication in their audiovisual narratives, in a context where YouTube is consolidating as a key platform for connecting with global audiences. Given the growing competition and the importance of maintaining an authentic connection with the public, the need to analyze the linguistic and narrative strategies used by these creators was identified. The objective was to examine how Ecuadorian YouTubers use verbal communication in audiovisual narratives. To this end, a descriptive and qualitative methodology was developed, based on data collection from the last five years, including a literature review, analysis of notable cases, and content trends. The results highlight that Ecuadorian YouTubers rely on the use of colloquial language, popular expressions, and cultural references to generate closeness and authenticity, where strategies such as content personalization and active interaction with the audience are crucial to their success. However, they also face challenges, such as balancing authenticity and professionalism, and their dependence on the platform's algorithms. In conclusion, Ecuadorian YouTubers are positioning themselves as influential figures through effective verbal communication, reflecting both their cultural identity and their adaptability to a globalized digital environment. To ensure their sustainability, they must continue to innovate their strategies and strengthen their connection with their audiences.