Travessias (Apr 2020)
The directive myth of digital influencers as the potentializer of consumer discourse
Abstract
This study aims to observe and analyze, from the perspective of Ecological Discourse Analysis and Anthropology of the Imaginary, how consumerist discourse is constructed by Digital influencers from Goiás, currently seeking to understand the figure of digital influencers in Goiás as potentializers of consumerist discourse. Since consumerist discourses are increasingly exacerbated, it is proposed to analyze the strategies used by digital influencers from Goiás, in view of the persuasive and affective aspects. To achieve this goal, we will start our study observing the linguistic and extralinguistic elements in order to apprehend the myths that lead us to the myth and the images that populate the collective imagination in which the corpus is inserted. As a theoretical basis, the ADE theory will be used (COUTO, H. et al., 2015), seeking to understand the interactions between individual-individual and individual-world, that is, the linguistic and extralinguistic elements that make up the interactions, in addition to the theory do Imaginário (DURAND, 1999), which will help us to understand the images that surround and compose the object of study. The analysis corpus will comprise three Instagram profiles: Danila Guimarães, Rafaella Kalimann and Andressa Suita due to the fact that they are at the top of the list of the most followed Goiás profiles on Instagram. Data collection will be done in the publications of the selected profiles. In addition, the focus method will be used, that is, the clipping of a given field of interactions, but without neglecting the whole (GARNER, 2004). It can be seen that it is the identification as heroines that the fans attribute to the influencers, which make the influencers potentiating a consumerist discourse, since they instill in the followers the desire to acquire the same feeling of accomplishment and belonging as they.
