The Game of Gazes that See Without Being Seen
La Casa de Yeik and the Return of the Reality Show in the Age of Digital Prosumption
Keywords:
Casa, Yeik, YouTube, Audience, Comments, Social representationsAbstract
La Casa de Yeik represented the consolidation of a new type of reality show in El Salvador by articulating television, streaming, and social media within a massive digital interaction experience. Between October 6 and October 26, 2024, the program generated intense conversation on YouTube, quickly becoming a cultural phenomenon followed by thousands of people in real time. Through a mixed-methods research approach based on descriptive analysis of interaction metrics and data mining applied topublic comments, the study identified the main social representations constructed around the participants and the topics that generated the highest levels of attention and emotional engagement. The findings show that audiences moved beyond passive consumption, actively participating in dynamics of surveillance, approval, and symbolic punishment that transformed the program into a space of social and affective interaction. In this way, the comments reflected processes of emotional identification, collective humor, and moral judgment linked to authenticity, conflict, and cultural belonging within contemporary digital environments.
EMH ABIERTA_I_N19-2025-10-45.
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Copyright (c) 2025 Omar Luna , Ignacio López , Diego Manzano
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