Da tradição ao viral: o impacto das redes sociais na transformação da feira da glória em ponto turístico do Rio

Abstract

This study analyzes how Feira da Glória, a traditional street market in the city of Rio de Janeiro, underwent a process of cultural and touristic re-signification driven by the influence of digital social media. The main objective of the research is to understand the role of platforms such as TikTok, Instagram, and YouTube in transforming the market into one of the city’s main tourist attractions. To this end, a qualitative approach was employed, based on semi-structured interviews with market visitors, through a case study, field observations, and content analysis of social media posts. The results indicate that digital visibility has changed the profile of visitors and redefined the experience at the market, turning it into a space for leisure and symbolic consumption beyond traditional commerce. Feira da Glória has thus become a territory of tension between tradition and innovation, where Carioca popular culture is reinterpreted in light of the logics of virality and digital urban tourism.