Publicidade contemporânea e veganismo: estratégias publicitárias em perfis veganos brasileiros no Instagram

Abstract

This research aims to analyze what contemporary advertising has done on the digital social media Instagram, from the analysis of brazilian vegan profiles in an exploratory and descriptive investigation of a multiple case study, based on bibliographic research. The theoretical path traces the contextualization and development of advertising communication, and the influences of the democratization of access to New Information and Communication Technologies, permeating the studies of mediation and mediatization, and the influence of networks and social media in changing communication dynamics, resulting in a emergence of digital influencers. It also contextualizes veganism as an intersectional movement that goes beyond a diet, based on an ethical, philosophical and political position, elucidating the main guidelines defended by the supporters. Finally, it analyzes advertising strategies observed during the investigation of brazilian vegan profiles on Instagram, differentiating ads from spontaneous recommendation, and punctuating the formats used to advertise on the chosen digital social media.