CONSUMERISM DISCOURSE IN INSTAGRAM ADVERTISEMENT POSTS: A CRITICAL ANALYSIS

• Autor(a) principal: Pinto, Maria Geizi Silva
• Data de Publicação: 2022
• Outros Autores: Barbosa, José Roberto Alves
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Colineares
• Texto Completo: https://periodicos.apps.uern.br/index.php/RCOL/article/view/4253
• topic: critical discourse analysis; digital post genre; ideology of consumerism; social media; publicity; análise de discurso crítica; gênero digital post; ideologia do consumismo; mídias sociais; publicidade

The study aims to critically analyze the discourse of advertising posts that establish asymmetrical power relations, ideologically and hegemonically marked by consumerism. Therefore, the study undertaken follows a qualitative and interpretive research approach, with a documental and critical focus. Four advertising posts in the Instagram feed are analyzed, from the selected profiles of four artists, which are @brunamarquezine, @marinaruybarbosa, @larissamanoela and @anitta, which focus on the same category, women's fashion and beauty. Through this, the study found that the images of advertising posts on celebrity profiles on Instagram behave with the same communicative capacity as that of a verbal text, in which the ideology of consumerism is operationalized with a view to indirectly mediating this discourse to the followers, who are the true members of the consumer society. Finally, it was concluded that the main general modes of ideology operation and their respective typical strategies of symbolic construction in the manipulation of advertising posts on Instagram are: legitimation, in which relations of domination are represented as legitimate, through universalization ; unification, which works as the symbolic construction of collective identity, based on standardization and symbolization; and, reification, which portrays a transitory situation as permanent and natural, through naturalization and nominalization/passivation.