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Publication
(Ciber)identidade e influenciadores digitais – estudo sobre a construção do ‘eu’ no Instagram
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| 1.9 MB | Adobe PDF |
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Abstract(s)
As tecnologias criadas e domesticadas pelos humanos moldam profundamente as culturas e relações interpessoais contemporâneas. Nos ambientes online as identidades encontram novos moldes de representação, levando a compreensões complexas sobre o ‘eu’ no contexto digital. A crise de representação vivida na videosfera faz da imagem digital uma projeção idealizada e muitas vezes distorcida da realidade. A mercantilização das (ciber)identidades, ocasionada por influenciadores digitais, impacta não apenas o comércio, mas também a perceção dos consumidores sobre quem são.
O reconhecimento dos conteúdos de influenciadores como formas de publicidade, mesmo quando promovem estilos de vida idealizados sem menção direta a marcas, é crucial para questionar as "verdades" difundidas por essas imagens. Este estudo busca entender as relações entre as imagens dos influenciadores de estilo de vida no Instagram e a construção da identidade nos usuários, examinando as tecnologias de comunicação dos novos media, as conexões interpessoais promovidas por elas e a construção identitária na hipermodernidade.
Diferentes dimensões nos campos da psicologia, sociologia e novos media são exploradas, refletindo uma compreensão da dinâmica complexa entre a identidade do usuário e o conteúdo que consome online. Apresenta-se um quadro contemporâneo que expõe os padrões de atração às postagens de natureza íntima por influenciadores no Instagram e as consequências da paridade com influenciadores para o senso identitário do usuário, incluindo como observam seus corpos, meios relacionais e padrões de atividade, afetando a perceção de si e do mundo ao seu redor.
Technologies created and domesticated by humans profoundly shape contemporary cultures and interpersonal relationships. In online environments, identities find new forms of representation, leading to complex understandings of the ‘self’ in the digital context. The crisis of representation experienced in the videosphere turns digital images into an idealized and often distorted projection of reality. The commodification of (cyber)identities, caused by digital influencers, impacts not only commerce, but also consumers’ perception of who they are. Recognizing influencer content as forms of advertising, even when it promotes idealized lifestyles without direct mention of brands, is crucial to questioning the “truths” disseminated by these images. This study seeks to understand the relationships between the images of lifestyle influencers on Instagram and the construction of users’ identities, examining the communication technologies of new media, the interpersonal connections promoted by them, and the construction of identity in hypermodernity. Different dimensions from the fields of psychology, sociology and new media are explored, reflecting an understanding of the complex dynamics between user identity and the content they consume online. A contemporary framework is presented that exposes the patterns of attraction to posts of an intimate nature by influencers on Instagram and the consequences of parity with influencers for the user's sense of identity, including how they observe their bodies, relational environments and activity patterns, affecting the perception of themselves and the world around them.
Technologies created and domesticated by humans profoundly shape contemporary cultures and interpersonal relationships. In online environments, identities find new forms of representation, leading to complex understandings of the ‘self’ in the digital context. The crisis of representation experienced in the videosphere turns digital images into an idealized and often distorted projection of reality. The commodification of (cyber)identities, caused by digital influencers, impacts not only commerce, but also consumers’ perception of who they are. Recognizing influencer content as forms of advertising, even when it promotes idealized lifestyles without direct mention of brands, is crucial to questioning the “truths” disseminated by these images. This study seeks to understand the relationships between the images of lifestyle influencers on Instagram and the construction of users’ identities, examining the communication technologies of new media, the interpersonal connections promoted by them, and the construction of identity in hypermodernity. Different dimensions from the fields of psychology, sociology and new media are explored, reflecting an understanding of the complex dynamics between user identity and the content they consume online. A contemporary framework is presented that exposes the patterns of attraction to posts of an intimate nature by influencers on Instagram and the consequences of parity with influencers for the user's sense of identity, including how they observe their bodies, relational environments and activity patterns, affecting the perception of themselves and the world around them.
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Keywords
Identidade Influenciadores digitais Instagram Videosfera Digital influencers Identity Videosphere