A construção social do mercado fitness a partir da rede instagram: uma contribuição da sociologia econômica sobre o marketing de influência
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Data
2022-12-12
Autores
Di Pires, Luana Estela
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
As redes sociais conseguiram construir novas relações sociais de poder, atreladas também a um novo mercado econômico. O fenômeno dos influencers — pessoas que angariaram status de celebridade dentro dos aplicativos — começou a movimentar um mercado online a partir de suas postagens fotográficas, ao combinar sua intimidade com o patrocínio das empresas, exibindo marcas e propagandas dentro de seus perfis pessoais. A presente pesquisa busca identificar as novas formas de mercado dentro das redes sociais no Brasil, utilizando o aplicativo de fotografia Instagram e tendo como recorte empírico os influenciadores de fitness. Queremos analisar esse novo mercado permeado pelo marketing de influência, bem como identificar suas variáveis não econômicas para o sucesso das transações dentro do aplicativo. Em diálogo com a literatura, apontamos o papel da intimidade na fabricação desse mercado. Exploramos que tipo de intimidade é comercializada no aplicativo, quando identificamos uma intimidade distinta, formada por corpos dentro dos padrões estéticos, casas luxuosas e influenciadores bem posicionados na vida social. Portanto, concluímos que não é qualquer intimidade que é vendida na internet, mas uma intimidade ligada ao belo e a ostentação.
Social networks managed to build new social relations of power, also linked to a new economic market. The phenomenon of influencers - people who have achieved celebrity status inside the apps - began to move an online market from their photographic posts, by combining their intimacy with the sponsorship of companies, displaying brands and advertisements inside their personal profiles. The present research seeks to identify the new forms of market inside social networks in Brazil, using Instagram as analysis and having as an empirical cut, the fitness influencers. We want to analyze this new market permeated by influencer marketing, as well as identify its non-economic variables for the success of transactions inside the application. In dialogue with the literature, we point out the role of intimacy in the manufacture of this market. We explore what kind of intimacy is marketed in the app, when we identify a distinct intimacy, formed by bodies within aesthetic standards, luxurious homes and well-positioned influencers in social life. Therefore, we conclude that it is not just any intimacy that is sold on the internet, but an intimacy linked to beauty and ostentation.
Social networks managed to build new social relations of power, also linked to a new economic market. The phenomenon of influencers - people who have achieved celebrity status inside the apps - began to move an online market from their photographic posts, by combining their intimacy with the sponsorship of companies, displaying brands and advertisements inside their personal profiles. The present research seeks to identify the new forms of market inside social networks in Brazil, using Instagram as analysis and having as an empirical cut, the fitness influencers. We want to analyze this new market permeated by influencer marketing, as well as identify its non-economic variables for the success of transactions inside the application. In dialogue with the literature, we point out the role of intimacy in the manufacture of this market. We explore what kind of intimacy is marketed in the app, when we identify a distinct intimacy, formed by bodies within aesthetic standards, luxurious homes and well-positioned influencers in social life. Therefore, we conclude that it is not just any intimacy that is sold on the internet, but an intimacy linked to beauty and ostentation.
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sociologia econômica, construção social dos mercados, Instagram, intimidade, redes sociais, fitness, fotografia, economic sociology, social construction of markets, intimacy, social networks, photography