Comportamento, etiqueta moderna e estilo de vida : uma análise a partir de influenciadoras digitais

Abstract

On the most diverse digital platforms on the internet, digital influencers dominate communication on social networks, sharing content and interacting freely with network actors without the constraints of time and space. Given the increasing communicative interactions and social relationships resulting from digital influence, individuals are faced with the dissemination of lifestyles and values acquired as reactions to everyday behavior. The research question of this study is to ask “how does the content published by digital influencers influence the dissemination of ideas about ‘modern etiquette’ and ‘elegance’?”. The general objective is to identify, through the digital influencers Fernanda Britto and Barbara Coral, how discussions about behavior and lifestyle are conducted in the content they produce, analyzing the social process based on digital visibility. That said, the research aims to contextualize the discussion of the Internet and digital media throughout history, in Brazil and worldwide, describing the social networks Instagram and TikTok and conceptually analyzing digital media, modern etiquette, and elegance. The theoretical framework that supported the development of this study was Castells (2003; 2008), Lévy (2009), Elias (1994; 2001), Bourdieu and Delsaut (2002), with support in recovery (2008), Karhawi (2017; 2018), Abidin (2021) and Silva (2016). Through qualitative methodology, the social media profiles of these digital influencers are explored and detailed in their content, in order to identify how the narrative directed to the niche of modern behavior and etiquette is constituted, contemplating the aesthetic and social conduct content in their publications in these digital media.