Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram

Detalhes bibliográficos
Autor(a) principal: Gentil, Olívia Blanc Gomes Coelho
Data de Publicação: 2019
Outros Autores: Cipiniuk, Alberto
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/11928
Resumo: This article seeks to describe and analyze the fashion digital influencers, famous characters on social media that uses their influence on people to promote fashion items. We will oppose the idea of fashion sense as a personal thing and talk about it as a coercive process imposed by the society we live in. We will highlight how the computer-mediated communication changes the way fashion itemsare sold for the ones that follow those Instagram celebrities and how fashion brands are using them to advertise. Despite using a well known way to advertise –photography –we cannot deny that the consumers see those in a different way, as influencers are not famous people (models, actresses or singers) and the publicity is done on social media (not a fashion magazine). Some of the consumers don’t even notice that they are advertising those things. We associate this phenomenon to the theory of “micro-celebrity” (BRAGA, 2008), to comprehend the relation between digital influencers and fashion production chain.
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spelling Who Influences Digital Influencers? Communication, trends and fashion forecast on InstagramQuem influencia as influenciadoras digitais? Comunicação, tendência e moda no Instagramconsumodigital influencersmodadesigninstagramdesign de modafashiondigital influencersinstagramThis article seeks to describe and analyze the fashion digital influencers, famous characters on social media that uses their influence on people to promote fashion items. We will oppose the idea of fashion sense as a personal thing and talk about it as a coercive process imposed by the society we live in. We will highlight how the computer-mediated communication changes the way fashion itemsare sold for the ones that follow those Instagram celebrities and how fashion brands are using them to advertise. Despite using a well known way to advertise –photography –we cannot deny that the consumers see those in a different way, as influencers are not famous people (models, actresses or singers) and the publicity is done on social media (not a fashion magazine). Some of the consumers don’t even notice that they are advertising those things. We associate this phenomenon to the theory of “micro-celebrity” (BRAGA, 2008), to comprehend the relation between digital influencers and fashion production chain.Este artigo busca descrever e analisar o fenômeno dos chamados “influenciadores digitais”, personagens célebres nas redes sociais que usam de sua influência para promover produtos do mercado da moda. Iniciaremos falando sobre gosto, que ao contrario do hegemonicamente pensando não é pessoal e sim resultante de um processo coercitivo imposto pelo grupo social que vivemos.  Ao longo do texto falaremos como a comunicação mediada por computadores altera a forma como produtos de moda vêm sendo consumidos por quem segue as influenciadoras e analisamos como isso vem sendo utilizado pelas marcas para gerar vendas.  Para isso, articulamos este fenômeno à noção teórica de “microcelebridade” (BRAGA, 2008), de modo a compreender a relação entre as influenciadoras digitais e a cadeia produtiva da indústria e comércio de vestuário.Universidade do Estado de Santa Catarina2019-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1192810.5965/1982615x12242019007ModaPalavra e-periódico; Vol. 12 No. 24 (2019): Variata; 7-22ModaPalavra e-periódico; Vol. 12 Núm. 24 (2019): Variata; 7-22 Modapalavra e-periódico; v. 12 n. 24 (2019): Variata; 7-221982-615X10.5965/1982615x12242019reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/11928/9842Copyright (c) 2019 Olívia Blanc Gomes Coelho Gentil, Alberto Cipiniukhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGentil, Olívia Blanc Gomes CoelhoCipiniuk, Alberto2023-04-13T14:30:53Zoai::article/11928Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-04-13T14:30:53ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
Quem influencia as influenciadoras digitais? Comunicação, tendência e moda no Instagram
title Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
spellingShingle Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
Gentil, Olívia Blanc Gomes Coelho
consumo
digital influencers
moda
design
instagram
design de moda
fashion
digital influencers
instagram
title_short Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
title_full Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
title_fullStr Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
title_full_unstemmed Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
title_sort Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
author Gentil, Olívia Blanc Gomes Coelho
author_facet Gentil, Olívia Blanc Gomes Coelho
Cipiniuk, Alberto
author_role author
author2 Cipiniuk, Alberto
author2_role author
dc.contributor.author.fl_str_mv Gentil, Olívia Blanc Gomes Coelho
Cipiniuk, Alberto
dc.subject.por.fl_str_mv consumo
digital influencers
moda
design
instagram
design de moda
fashion
digital influencers
instagram
topic consumo
digital influencers
moda
design
instagram
design de moda
fashion
digital influencers
instagram
description This article seeks to describe and analyze the fashion digital influencers, famous characters on social media that uses their influence on people to promote fashion items. We will oppose the idea of fashion sense as a personal thing and talk about it as a coercive process imposed by the society we live in. We will highlight how the computer-mediated communication changes the way fashion itemsare sold for the ones that follow those Instagram celebrities and how fashion brands are using them to advertise. Despite using a well known way to advertise –photography –we cannot deny that the consumers see those in a different way, as influencers are not famous people (models, actresses or singers) and the publicity is done on social media (not a fashion magazine). Some of the consumers don’t even notice that they are advertising those things. We associate this phenomenon to the theory of “micro-celebrity” (BRAGA, 2008), to comprehend the relation between digital influencers and fashion production chain.
publishDate 2019
dc.date.none.fl_str_mv 2019-03-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11928
10.5965/1982615x12242019007
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/11928
identifier_str_mv 10.5965/1982615x12242019007
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11928/9842
dc.rights.driver.fl_str_mv Copyright (c) 2019 Olívia Blanc Gomes Coelho Gentil, Alberto Cipiniuk
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Olívia Blanc Gomes Coelho Gentil, Alberto Cipiniuk
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 12 No. 24 (2019): Variata; 7-22
ModaPalavra e-periódico; Vol. 12 Núm. 24 (2019): Variata; 7-22
Modapalavra e-periódico; v. 12 n. 24 (2019): Variata; 7-22
1982-615X
10.5965/1982615x12242019
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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