Infância, celebrização e consumo: o caso da mini -celebridade brasileira Rafaella Justus

• Autor(a) principal: Yirula, Carolina Prestes
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/433
• topic: comunicação e consumo; infância; celebrização; Rafaella Justus; visibilidade; communication and consumption; childhood; celebritization; Rafaella Justus; visibility; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This study intertwines the fields of communication and consumption. It identifies, within the dynamics of consumption, the significant culture of celebrities, its deep symbiosis with systems of mediatic visibility, and focuses on studying the celebritization process of Rafaella Justus, a brazilian child celebrity, in order to understand the complexities within the worlds of childhood, consumerism and celebrity. Rafaella is the daughter of the television host Ticiane Pinheiro and the businessman and host Roberto Justus; now nine years old, the young girl has had her face, body and personality made public from a very early age, in mediation with texts and mediatic images. One can note, in this emblematic case, a powerful network of childhood celebritization, which brings up important questions relating to the rights of children, as they are celebritized, and the construction of childhood subjectivities as one grows up in the spotlight. This study seeks to understand the historical roots that have allowed children to occupy social roles like those of the consumer and the object of consumption (above all as they are celebritized) and, by following Rafaella’s celebritization process, see how mediatic culture finds echoes within children’s experiences, both for the child celebrity and their audience. The analysis conducted is based on the widespread visibility network in which Rafaella Justus participates, not always as a protagonist. A corpus was compiled from a variety of entertainment vehicles, as well as images from Rafaella’s family’s social networks and YouTube videos with content about her parties. The analysis focuses primarily on the images of Rafaella’s parties, since this is an essential area of intersection between the child celebrity and the child consumer, two reflexive categories explored in this study. Rafaella’s parties, as they are constructed, refer to ready-made, marketable settings, imbued with themes that feed the symbolic universe of consumption. Its analysis allows one to identify the foundational aspects of the girl’s celebritization process, mainly: the social relations established around her, the themes chosen for her parties, fashion, and the space she occupies within the media landscape. The analysis of the images was supported by authors that write about childhoods, the process of celebritization, systems of taste and visibility, and image analysis. In the end, one can notice important complexities in the intersection between childhood, consumption and celebrities that touch on the right to privacy, protections in relation to child labor, the construction of subjectivity, authenticity, and children’s protagonism.