The evolution of the media and digital technologies over the last few years has led to new modes of interaction and communication for younger generations. Television shows such as La isla de las tentaciones (Temptation Island) have enjoyed great success in Spain. The format of this show is a hybrid reality show format that we might call a “dating talk show”, combining romance –in terms of finding a partner or strengthening love– with a talk show, through interviews and debates on the events that have taken place between the show’s protagonists (Vandenbosch & Eggermont, 2011). This program has revolutionised media culture from top to bottom, especially for young people aged 6 – 24, who make up most of the audience of this show. This show tests the contestants' relationships and their resistance to seduction and infidelity (Carpentier, 2006).

The discourse of romantic love has been internalized in society to such an extent that myths such as "the better half" or jealousy are used to justify all sorts of actions aimed at the ensuring the survival of that love (Gorjón & Isidro, 2017). In this regard, the frequent use of media is linked to the adoption of sexist attitudes and opinions (Giaccardi, Ward, Seabrook, Manago, & Lippman, 2016). This concept of romantic love is influenced by the new models of mainstream culture, which hypersexualize children from an early age, thus determining what is expected of them in the future (Blanco, 2014). The impact of these ideas can also be seen in the way young people make of social networks: they are highly determined by the opinions, lifestyle and behaviour of influencers, who are a clear reference in their lives (De Veirman, De Jans, Van den Abeele, & Hudders, 2020). From our point of view, schools should not be oblivious to media culture. We cannot look the other way. Education should make young people literate in the different languages and types of media present in virtual environments, to configure a media culture based on cultural hybridization and intertextuality (Buckingham, 2019). Digital literacy can train students to make critical use of technologies so that they respond appropriately to the stimuli and demands of an increasingly complex and varied information environment (Orozco, Navarro & García-Matilla, 2012).

Objectives:

• Determine the media impact of the Instagram accounts of 11 participants of the show La isla de las tentaciones.
• Carry out a study of the progression of the media presence of the participating influencers, identifying the profile of their followers.
• Analyze the content of La isla de las tentaciones.
• Identify, within the show La isla de las tentaciones, the values promoted by the participants, as well as the viewers' perceptions of the situations and actions that take place in the show.

In this research, we have used a mixed methodological approach (Grønmo, 2019). Quantitative analysis has allowed us to analyse the evolution of followers and publications of the Instagram profiles of the participants of the show, from its beginnings in December 2019 until its end in June 2020. We also examined the scope of their media impact through the obtained audience data, divided by age group, gender and follower reliability. From this impact we also studied the interaction in their publications, along with the engagement rates they have achieved and the benefits in economic terms that this increase in popularity in this social network has brought them. The data obtained were dumped and analyzed using IBM SPSS Statistics 25 software to measure the results and design the charts. On the other hand, we also conducted a qualitative analysis to study the content of the Instagram posts of the participants. To do so, we took into consideration 5 comments from users who reacted to the publications, made from users’ profiles throughout the broadcast period of the show. These comments were selected according to the date of publication and the objectives of this research. The data obtained were processed through the Atlas.ti 7 software and classified into four families, and further categorized into 26 codes. The sample used in this research comprised 11 Instagram profiles of the most relevant participants of the television show La isla de las tentaciones. From the profiles of the contestant couples, we analyzed 167 publications as well as 835 comments from followers.

The data obtained reveal the media boom that the characters participating in the show have been subject to as a result of its broadcast. In this regard, the audience ratings confirm our hypothesis about the age group that mostly consumes this type of show: they are mostly young; 35.36% are 13-24 years old and 26.49% are 4-12 years old. The viewers identify the characters as people who adapt to specific ideals of a couple: heterosexual, faithful and respectful, adapting to the myth of "the better half". Hence, the image projected by the characters is perceived as a role model (Tsay-Vogel, & Krakowiak, 2016). Behm-Morawitz, Lewallen & Miller (2016) have highlighted the negative effect produced by this type of shows on the formation of adolescent sexual identity, given that they promote values that are detrimental to a relationship, since jealousy is normalized as a display of love and infidelity and promiscuity are encouraged. Body worship and hypersexualization are encouraged as well (Flynn, Park, Morin, & Stana, 2015; Kim & Wells, 2015). The results reveal the need for educational institutions to promote critical thinking skills in their students so that they can effectively filter the information that reaches them through the media. In this sense, educational programs should focus on the development of digital competences for our technologized society and train citizens with digital ethics for this media-centered culture (Tulodziecki & Grafe, 2019).

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