A estética kitsch na cultura digital: um estudo de caso das redes sociais das lojas Havan

Abstract

The work investigates kitsch aesthetics in digital culture through Lojas Havan's social networks as a way of understanding how the style appears in the company's communication strategy. The study traces a trajectory of kitsch, from a historical-communicational perspective, in mass, media and digital cultures as a way of delving deeper into the manifestations of the style, which has maintained its own foundations to this day. The research, with a qualitative approach, adopts as a method the case study of the digital social networks of Lojas Havan, using bibliographical research and analysis of still images as methodological procedures for exploring and processing the collected data. As a result, the research checks the strong presence of kitsch in the images produced by Lojas Havan, understand how they emerge and circulate on four platforms managed by it - Facebook, Instagram, Linkedin and X – beyond to contextualize the use of the style as a organizacional communication strategy which transports the kitsch of the visual identity of physical stores to digital.