Performance dos digital influencers no Instagram: um estudo sobre identidade e persona
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2020-04-24
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Universidade Federal de Goiás
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This research analyzes how digital influencers share their daily experiences and interact with their followers through the Instagram platform. The objective of the research is to understand the performances of digital influencers, from the roles they play, in order to increase the number of followers. For this, Lalá Noleto and Jan Mendanha were chosen as the object of research, both digital influencers that stand out on Instagram. As a theoretical basis, this research is supported by the studies of Erving Goffman (2014), Raquel Recuero (2009) and Paula Sibilia (2016) and in some dissertations and theses that deal with social networks and digital influencers. In this study, the notion of the persona is discussed on the Instagram platform under the eyes of the Swiss psychiatrist Carl Gustav Jung. In addition, it seeks to understand the pertinence of the construction of the persona through the creation of content and interaction promoted by digital influencers, which become fundamental for the consolidation of the new digital marketing format. The research also brings a qualitative approach. As a methodological procedure for data collection it was made observations based on interviews conducted with two digital influencers and selection of images and comments displayed on their Instagram accounts.
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ANDRADE, M. B. Performance dos digital influencers no Instagram: um estudo sobre identidade e persona. 2020. 101 f. Dissertação (Mestrado em Performances Culturais) - Universidade Federal de Goiás, Goiânia, 2020.