Fluxos híbridos multilaterais e os influenciadores digitais: do surgimento à Bianca Andrade, no BBB20

Abstract

Digital culture, especially since the qualitative evolution of web 2.0, has led us to the society of digital platforms and social networks. In this environment, in which content producers and consumers are confused, two phenomena that will be addressed in this research emerge: communication flows and digital influencers. By proposing to correlate flows with influencers, we seek to understand the crossings of contemporary communication, its dynamics and consequences. Communicating in flow corresponds to the practice of expanding languages and narratives in the most varied media and platforms – appropriating the dynamics of each one of them – in an ecosystem of mutual influence. Digital influencers, on the other hand, are fastgrowing communication professionals, moving the market and generating large engaged audiences. Taking as a starting point the fact that digital influencers are increasingly occupying spaces beyond digital media, this research proposes, through content analysis, documentary research and bibliographical review , to investigate the dynamics of communication flows in the emergence of these professionals and in the current practice of influence. However, the study will first be concerned with understanding the contemporary dynamics of these communication flows, which have expanded and reconfigured themselves in a wide variety of formats, media and platforms. The focus of this research will be the Big Brother Brasil 20 programme (2020), when influencers were included as contestants, and the strategies adopted by Bianca Andrade (which included actions for television, her Instagram feed and the Instagram feed of her brand – Boca Rosa Beauty – simultaneously).