A indústria cultural, corpo e saúde: reflexões sobre a sociedade como aparência e o influencer digital no Instagram

Abstract

The objective of this essay is to reflect on digital influenciadores who, even in the face of resistance processes, tend to shape and control the bodies of followers of media celebrities through the cultural industry, social media, social networks and Instagram. Based on concepts from classic authors of critical theory from the Frankfurt School, it is indicated that this process results in the standardization of bodies, as the death mask operates the fit into life, both in the routine of the digital influencer and in the lives of their consumers through modeling and a totalitarian, pseudo-conscious and deformative standard of beauty. Instagram contributes to this process of sale and consumption in the field of physical exercise, food, clothing, fashion and aesthetics, as it is extolled that weight loss depends only on willpower, tenacity and commitment to increase the hours and days of activity, however the sale of products to improve body aesthetics, perfection of body composition, strength and performance, physical capacities and the consumption of supplements, would be the point of arrival of health seen as a commodity.