As influenciadoras digitais no instagram e o empreendedorismo de si: o caso do fitness

Abstract

The changes brought about by technological advances have revolutionized our sociability. Thus, we live in a connected world in which the image corroborates in the construction of the representations. In this context it is observed in the social network of the Instagram users that convey their bodies as currency of exchange, exhibiting products and services in the internet constructing representations. Known as "fitness muses" and / or digital influencers, they daily divulge photos showing their exercise routine, as well as feeding routine and highlighting body changes, mobilizing a crowd of followers. They move a market that goes from the gym, to aesthetic interventions, travel, spa treatments, clothes, jewelry, among others. This study in the virtual environment of Instagram aims to analyze the publications of digital influencers, known as "fitness muses", in the Instagram seeking to understand which meanings, senses and representations are constructed from the postings of these women. The profiles of Gabriela Pugliesi, Gracyanne Barbosa and Juju Salimeni were observed for a month in 2016, gathering 353 publications. We verified that there is a construction of proximity between follower and influencer, which transforms the process of following and the relationship constituted in the network from the publications and commentaries. Consumption is a category that governs postings and constructs in this context, where sponsored posts are presented as "tips" along with the representation of happiness and well-being established in the images and hashtags. In that we conclude that these constructions of self presented in the profiles are shown as an advertising tool and the critical look for this phenomenon becomes necessary.