Eu-instagram: uma análise sobre os perfis @badgalriri, @calvinklein e @hudabeauty como representações de personas na plataforma

Abstract

This work aimed to investigate how the resources made available by Instagram regarding their aesthetic structure, language and visual characteristics collaborate to mirror users within the digital platform. For this, it was used as a basis cultural and social characteristics of the virtual environment, such as choice of environment (Instagram feed), identification of characteristics (biography, grid, layout structure, mode of communication / expressiveness and harmony of the photos and videos) and subjective construction based on tastes and exposure in the media, thus demonstrating the entire path that individuals in this environment are bound to accept in the social network. To do so, we will use the ideas exposed by Sibilia (2016) and Tarde (1895) to expose how a user is subject to sustain themselves in current relationships through shows and intimacies created by themselves as an aspect of acceptance in the mediatized community. To build the Analysis of this research, a case study was made on the platform, through which the following categories of analysis were defined: general characteristics; tools; aesthetics in the composition of images; communication used and standards structure. As an analytical corpus, we selected three Instagram accounts - the personal profile of singer Rihanna (@badgalriri), the account of content creator Huda Beauty (@hudabeauty) and the business profile of the brand Calvin Klein (@calvinklein) - in order to to analyze which performance patterns that social network users are constantly exposed to fit into according to the spectacle of 'I's', which is nothing more than a space where one can narrate the egos squeezed in exhibition shows to attract social visibility. The results found throughout the study point to virtual stereotypes treated in forms of communication and aesthetics in the composition of the feeds of the three accounts, in which they stipulate that, to be in this community, the user needs to project themselves on the existing examples of the digital environment.