Influenciadoras digitais de moda e beleza no Instagram: estratégias comunicacionais, institucionalidades e consumo midiatizado do público feminino

Abstract

This thesis proposes to understand the increasing number of digital influencers fashion and beauty and their institutionalization from communicational strategies adopted in the Instagram application to influence consumption in the female universe through a case study of five selected profiles (@camila_morais_, @achadinhosdanega, @ricademarre, @ nicolepinheiro and @thuanyazevedo), in order to characterize female virtual consumption and its transformations in the 21st century mediated by digital social media, focusing on Instagram, to analyze how the interaction between female digital influencers occurs - selected for this case study - by comparing the posts in the news feed and the instastories in order to verify which strategies they use to promote consumption, to point out the impacts on the advertising market with the emergence of digital influencers on Instagram, presente the diferences and confluences between the concepts of opinion maker and digital influencer and to understand the media consumption of followers, emphasizing tastes and preferences according to likes and comments in the news feed. There is an assumption that the level of interaction in the Instagram application between digital influencers and their followers defines their institutionalization. Thus, it is understood that the authors called digital influencers are in a consolidation phase in the advertising system by associating their lifestyle with the products and services they advertise, which use communication strategies, which we now call “product-experience” and “ service-experience ”. The theoretical-methodological framework of this thesis presents as predominant the studies of Influence, from the perspective of the “two-step flow” theory represented mainly by the studies of Paul Lazerfeld (1944 to 1952); Mediatization (HJARVARD, 2014, FAUSTO NETO, 2008, HEPP, 2014, VERÓN, 2014); Digital Influencers (KARHAWI, 2018, FINDLAY 2015, ROCAMORA, 2011) and Media Consumption (TRINDADE and PEREZ, 2016), Interaction (THOMPSON, 2018) and Expanded Advertising (TRINDADE, 2017). The analyzes are based on the monitoring of the Instagram profiles of the five influencers, over a period of 60 days, through systematic observation of the non-participant type. This quanti-qualitative research is based on the metrics defined by the author and systematized in Excel spreadsheet to achieve the specific objectives of this thesis. For data analysis it will be applied Content Analysis. In parallel, it was applied the interview as data collection instrument with the influencers, on different days and times, individually, via mobile phone application. The qualitative stage is complemented by the selection of the five posts in the Instagram news feed of each influencer who had the most comments.