A mercadoria Eu: os influenciadores digitais na mídia social Instagram
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Data
2022-09-19
Autores
França, Fernando Wilson de Lima Soares
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A evolução da tecnologia tem forte impacto na transformação social e cultural da humanidade ao longo dos séculos. A criação e aprimoramento de novas tecnologias, desde a mecanização até a industrialização, moldaram os contornos sociais. Mattelart (2002) diz que a noção de sociedade global da informação é resultado de uma construção geopolítica. Sociedade da Informação, Sociedade Global, Sociedade do Conhecimento, Sociedade Tecnológica, entre outras denominações, foram alguns dos termos usados pelos autores e estudiosos, mas, todos eles têm em comum a discussão científica das mudanças sociais causadas pelo advento tecnológico da era do computador e da internet. Neste prisma, o objetivo deste trabalho foi identificar a figura do influenciador digital e seus desdobramentos na comunicação contemporânea através das mídias sociais, bem como se dá a construção do seu “eu” como possibilidade mercadológica. Destacamos a evolução do influenciador digital na web, desde seu surgimento, até os dias atuais, e também suas divisões e classificações, apoiados, principalmente, pelo pensamento da autora argentina Paula Sibilia (2008) sobre a Intimidade como Espetáculo e a Sociedade da Informação (CASTELLS, 2020) e, para melhor entendermos o papel desses atores da comunicação, analisaremos dois perfis de influenciadoras digitais brasileiras da área de culinária, na mídia social Instagram: Rita Lobo e Carol do Carmo. Valendo-nos da Hermenêutica da Profundidade de Thompson (1998) e da Análise de Conteúdo de Bardin (2011), apresentamos os resultados de nossa pesquisa que concluiu que a construção da identidade dos influenciadores digitais no Instagram como mercadoria, é dada, principalmente através do seu capital social, que logo e convertido em capital financeiro e leva o influenciador a se tornar uma marca, uma mercadoria.
The evolution of technology has a strong impact on the social and cultural transformation of humanity over the centuries. The creation and improvement of new technologies, from mechanization to industrialization, even shaped social contours. Mattelart (2002) says that the notion of a global information society is the result of a geopolitical construction. Information Society, Global Society, Knowledge Society, Technological Society, among other denominations, were some of the terms used by authors and scholars, but they all have in common a scientific discussion of the social changes caused by the technological advent of the computer age. and the internet. In this light, the objective of this work was to identify the figure of the digital influencer and his favorites in contemporary communication through social media, as well as the construction of his “self” as a marketing possibility. We highlight the evolution of the digital influencer on the web, from his leadership, to the present day, as well as his classifications, supported mainly by the thinking of the Argentine author Paula Sibilia (2008) on Intimacy as Spectacle and the Information Society (CASTELLS, 2020) and, to better understand the role of these communication actors, we analyzed two profiles of Brazilian digital influencers in the culinary field, on the social media Instagram: Rita Lobo and Carol do Carmo. Making use of Thompson's Depth Hermeneutics (1998) and Bardin's Content Analysis (2011), we present the results of our research, which concluded that the construction of the identity of digital influencers on Instagram as a commodity is given, mainly through the its social capital, which is soon converted into financial capital and leads the influencer to become a brand, a commodity.
The evolution of technology has a strong impact on the social and cultural transformation of humanity over the centuries. The creation and improvement of new technologies, from mechanization to industrialization, even shaped social contours. Mattelart (2002) says that the notion of a global information society is the result of a geopolitical construction. Information Society, Global Society, Knowledge Society, Technological Society, among other denominations, were some of the terms used by authors and scholars, but they all have in common a scientific discussion of the social changes caused by the technological advent of the computer age. and the internet. In this light, the objective of this work was to identify the figure of the digital influencer and his favorites in contemporary communication through social media, as well as the construction of his “self” as a marketing possibility. We highlight the evolution of the digital influencer on the web, from his leadership, to the present day, as well as his classifications, supported mainly by the thinking of the Argentine author Paula Sibilia (2008) on Intimacy as Spectacle and the Information Society (CASTELLS, 2020) and, to better understand the role of these communication actors, we analyzed two profiles of Brazilian digital influencers in the culinary field, on the social media Instagram: Rita Lobo and Carol do Carmo. Making use of Thompson's Depth Hermeneutics (1998) and Bardin's Content Analysis (2011), we present the results of our research, which concluded that the construction of the identity of digital influencers on Instagram as a commodity is given, mainly through the its social capital, which is soon converted into financial capital and leads the influencer to become a brand, a commodity.
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Palavras-chave
Influenciador digital, Mídias sociais, Redes sociais, Instagram, Redes sociais digitais, Social media, Digital influencer, Blogueiro