Who Influences Digital Influencers? Communication, trends and fashion forecast on Instagram
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Data de Publicação: | 2019 |
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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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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 design de moda fashion digital influencers |
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 design de moda fashion digital influencers |
topic |
consumo digital influencers moda design design de moda fashion digital influencers |
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 |
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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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