Desinformación sanitaria cotidiana y persuasión visual en Instagram: legitimación de suplementos para bajar de peso en cuentas chilenas
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Abstract
Este artículo analiza cómo cuentas chilenas de Instagram que comercializan suplementos para bajar de peso construyen desinformación sanitaria cotidiana mediante recursos discursivos, visuales y corporales orientados a persuadir a potenciales consumidoras. El objetivo fue identificar las principales estrategias de legitimación del producto, describir los recursos de credibilidad movilizados por las publicaciones y examinar la relación entre representación corporal, bienestar y consumo. Para ello se realizó un análisis de contenido mixto, de carácter exploratorio-descriptivo, sobre 100 publicaciones pertenecientes a 15 cuentas activas entre septiembre de 2024 y 2025. La matriz de codificación incluyó variables relativas a promesas sin respaldo, omisión de información sanitaria, testimonios, tipos de imagen, formatos de publicación y representación corporal. La confiabilidad intercodificadora alcanzó un coeficiente Kappa de Cohen de 0,80. Los resultados muestran un predominio de promesas de pérdida de peso rápida y sin esfuerzo, un uso intensivo de testimonios y señales de credibilidad visual para compensar la ausencia de evidencia, y una asociación sistemática entre delgadez, bienestar y consumo con escasa advertencia sobre riesgos. Se concluye que estas publicaciones operan como una forma ordinaria de desinformación sanitaria en plataformas y plantean desafíos regulatorios, éticos y de alfabetización mediática en salud.
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