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«Decodificando el proceso de la seducción»: gurús de la seducción a través de YouTube

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Hocasar de Blas, Aarón, García-Muñoz, Paula, Alía Martínez, Patricia, Lapuerta Calderón, Lucía·2025·Athenea Digital. Revista de Pensamiento e Investigación Social
DOI 10.5565/rev/athenea.3633
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Abstract

Dentro de la diversidad de manifestaciones de la misoginia online que conforman la manosfera, el colectivo de gurús de la seducción se caracteriza por la difusión de recopilatorios de técnicas de seducción rápida orientadas a que hombres consigan citas y relaciones sexuales con mujeres. En la presente investigación analizamos los discursos de diez gurús de la seducción (cinco mujeres y cinco hombres) que propagan sus contenidos a través de la plataforma YouTube atendiendo a: las prescripciones de género, el papel de las figuras retóricas empleadas, los guiones sexuales que predican y las fórmulas de construcción de autoridad discursiva; todo ello incidiendo en las diferencias discursivas según el género del emisor. Los resultados apuntan a la reproducción de una concepción del género binaria, esencialista y tradicional en la que se anima a los hombres a interiorizar itinerarios conductuales para aumentar sus relaciones con mujeres. Respecto a las diferencias entre gurús masculinos y femeninos, mientras que los primeros construyen su posición de autoridad discursiva mostrándose como expertos en la materia, las segundas apelan a su condición de mujer para presentarse como portavoces de su categoría de género.

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Metadata

Authors
Hocasar de Blas, A., García-Muñoz, P., Alía Martínez, P., & Lapuerta Calderón, L.
Affiliations
Universidad Complutense de Madrid (ES)
ORCID
Venue
Athenea Digital. Revista de Pensamiento e Investigación Social
Publisher
Universitat Autonoma de Barcelona
Published
2025-09-21
Volume
25
Issue
3
Pages
e3633
ISSN
  • 1578-8946 (ISSN-L)
  • 2014-4539
DOI
10.5565/rev/athenea.3633
OpenAlex
W4414395346
Cited by
1
References
26
Citations by year
2026: 1
FWCI
1.82
Type
journal article
Language
es
Open access
Licence
Locations
  • Athenea Digital Revista de pensamiento e investigación social (publishedVersion, cc-by)
  • Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona) (submittedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Gender Studies › Gender, Feminism, and Media
  • Social Sciences › Gender Studies › Gender and Feminist Studies
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
Keywords
online misogyny, YouTube, discursive authority, sexual scripts, gender discourse, seduction techniques

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Hocasar de Blas, A., García-Muñoz, P., Alía Martínez, P., & Lapuerta Calderón, L. (2025). «Decodificando el proceso de la seducción»: gurús de la seducción a través de YouTube. Athenea Digital. Revista de Pensamiento e Investigación Social. https://doi.org/10.5565/rev/athenea.3633