Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional da UFG |
Texto Completo: | http://repositorio.bc.ufg.br/tede/handle/tede/12503 |
Resumo: | In this dissertation, with a theoretical-bibliographic methodological characteristic, we focus the reflections from the Critical Theory of the Frankfurt School, especially Adorno and other authors who dialogue with this perspective. We aim to present in what sense the digital influencers of Instagram, as a product of the cultural industry, contribute to legitimize a standard of beauty that shapes and removes the autonomy of the individual, presenting a false cultural formation. For this, we review concepts present in the dynamics of work in capitalist society; we reflect on how Instagram digital influencers promote a standardization (technical manipulation as conditioning) of the subjects' way of thinking and acting that extends to their body and; we analyze the process of aesthetic construction of the subjects' body in this capital society in a process of totalitarian, pseudo-conscious, standardizing and standardized modeling. When studying these theorists we saw that from the authoritarian personality - through the manipulative subject that influences behaviors, desires and wills, we realize that these individuals model and control the subjects' bodies through the cultural industry, social media, social networks and Instagram. Thus, we are faced with the death mask and society as an appearance in the standardization of individuals' bodies, legitimizing a pseudoconscious beauty standard. Thus, these cultural elements modify the way subjects think, but, on the other hand, we also observe that these cultural elements are important in communication. However, in the current conjuncture these cultural elements have a single purpose, the sale and consumption of images and objects advertised by digital influencers on their social networks that influence thousands of individuals in their purchasing decisions. In this sense, the cultural industry uses physical activity, including leisure, to keep the subject connected at all times so that he does not have time to think. On the other hand, we have the concept of beautiful in the view of the world and of digital influencers in which people do not create, but copy other people's images into their lives. The ugly, the contradictory of the beautiful, determines the evaluations of people who leave the standard of beauty established by social media, social networks and Instagram. Digital influencers are the ones who choose what people will wear, drink, eat and do, achieving results of standardized bodies, in which people “are no longer themselves”, as the death mask operates the fitting in life, both in the routine of the digital influencer as in the lives of its consumers. The death mask fits into what the digital influencer uses in her daily life, but it also fits into the lives of her countless followers/consumers, which takes place through modeling and a totalitarian, pseudoconscious and deforming beauty standard. |
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Neves, Ricardo Lira de Rezendehttp://lattes.cnpq.br/5120704682457098Zanolla, Silvia Rosa da Silviahttp://lattes.cnpq.br/5315228656448708Neves, Ricardo Lira De RezendeZanolla, Sílvia Rosa Da SilvaBungenstab, Gabriel CarvalhoSouza, Luís César dehttps://lattes.cnpq.br/4558018913329057Amaral, Luciano Campos de2022-12-15T14:49:01Z2022-12-15T14:49:01Z2022-11-30AMARAL, L. C. Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada. 2022. 165 f. Dissertação (Mestrado em Educação Física) - Universidade Federal de Goiás, Goiânia, 2022.http://repositorio.bc.ufg.br/tede/handle/tede/12503In this dissertation, with a theoretical-bibliographic methodological characteristic, we focus the reflections from the Critical Theory of the Frankfurt School, especially Adorno and other authors who dialogue with this perspective. We aim to present in what sense the digital influencers of Instagram, as a product of the cultural industry, contribute to legitimize a standard of beauty that shapes and removes the autonomy of the individual, presenting a false cultural formation. For this, we review concepts present in the dynamics of work in capitalist society; we reflect on how Instagram digital influencers promote a standardization (technical manipulation as conditioning) of the subjects' way of thinking and acting that extends to their body and; we analyze the process of aesthetic construction of the subjects' body in this capital society in a process of totalitarian, pseudo-conscious, standardizing and standardized modeling. When studying these theorists we saw that from the authoritarian personality - through the manipulative subject that influences behaviors, desires and wills, we realize that these individuals model and control the subjects' bodies through the cultural industry, social media, social networks and Instagram. Thus, we are faced with the death mask and society as an appearance in the standardization of individuals' bodies, legitimizing a pseudoconscious beauty standard. Thus, these cultural elements modify the way subjects think, but, on the other hand, we also observe that these cultural elements are important in communication. However, in the current conjuncture these cultural elements have a single purpose, the sale and consumption of images and objects advertised by digital influencers on their social networks that influence thousands of individuals in their purchasing decisions. In this sense, the cultural industry uses physical activity, including leisure, to keep the subject connected at all times so that he does not have time to think. On the other hand, we have the concept of beautiful in the view of the world and of digital influencers in which people do not create, but copy other people's images into their lives. The ugly, the contradictory of the beautiful, determines the evaluations of people who leave the standard of beauty established by social media, social networks and Instagram. Digital influencers are the ones who choose what people will wear, drink, eat and do, achieving results of standardized bodies, in which people “are no longer themselves”, as the death mask operates the fitting in life, both in the routine of the digital influencer as in the lives of its consumers. The death mask fits into what the digital influencer uses in her daily life, but it also fits into the lives of her countless followers/consumers, which takes place through modeling and a totalitarian, pseudoconscious and deforming beauty standard.Nesta dissertação, com característica metodológica teórico-bibliográfica, centramos as reflexões a partir da Teoria Crítica da Escola de Frankfurt, em especial Adorno e outros autores que dialogam com essa perspectiva. Buscamos apresentar em que sentido os influenciadores digitais do Instagram, como produto da indústria cultural, contribuem para legitimar um padrão de beleza que modela e retira a autonomia do indivíduo, apresentando uma falsa formação cultural. Para isso, revisamos conceitos presentes na dinâmica do trabalho na sociedade capitalista; refletimos a respeito de como os influenciadores digitais do Instagram promovem uma estandardização (manipulação técnica como condicionamento) do modo de pensar e de atuar dos sujeitos que se estende ao seu corpo; e analisamos o processo de construção estética do corpo dos sujeitos nessa sociedade do capital em um processo de modelagem totalitário, pseudoconsciente, padronizante e estandardizado. Ao estudar estes teóricos, vimos que, da personalidade autoritária - passando pelo sujeito manipulador que influencia comportamentos, desejos e vontades, esses indivíduos modelam e controlam o corpo dos sujeitos por meio da indústria cultural, das mídias sociais, das redes sociais e do Instagram. Assim, deparamos com a máscara mortuária e a sociedade como aparência na estandardização dos corpos dos indivíduos legitimando um padrão de beleza pseudoconsciente. Desse modo, esses elementos culturais modificam a forma como os sujeitos pensam, mas, por outro lado, observamos também que esses elementos culturais são importantes na comunicação. Contudo, na atual conjuntura, esses elementos culturais passam a ter um único propósito, a venda e o consumo de imagens e objetos anunciados pelos influencers digitais em suas redes sociais que influenciam milhares de indivíduos nas suas decisões de compra. Nesse sentido, a indústria cultural utiliza a atividade física, inclusive o lazer, para manter o sujeito ligado o tempo todo para que ele não tenha tempo para pensar. Por outro lado, temos o conceito de belo na visão do mundo e dos influenciadores digitais em que as pessoas não criam, mas copiam imagens de outras pessoas às suas vidas. O feio, o contraditório do belo, determina as avaliações das pessoas que saem do padrão de beleza estabelecido pelas mídias sociais, redes sociais e Instagram. São os influenciadores digitais quem escolhem o que as pessoas vão vestir, beber, comer e fazer, alcançando resultados de corpos padronizados, em que as pessoas “não são mais elas mesmas”, pois a máscara mortuária opera o encaixe na vida, tanto na rotina da influencer digital como na vida dos seus consumidores. A máscara mortuária se encaixa naquilo que a influencer digital usa no seu dia a dia, mas também se encaixa na vida dos seus inúmeros seguidores/consumidores, que se dá por meio da modelagem e de um padrão de beleza totalitário, pseudoconsciente e deformativo.Submitted by Marlene Santos (marlene.bc.ufg@gmail.com) on 2022-12-13T19:43:57Z No. of bitstreams: 2 Dissertação - Luciano Campos de Amaral - 2022.pdf: 2325241 bytes, checksum: 73cf0a4386b70f9edd859548ae8b4a46 (MD5) license_rdf: 805 bytes, checksum: 4460e5956bc1d1639be9ae6146a50347 (MD5)Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2022-12-15T14:49:01Z (GMT) No. of bitstreams: 2 Dissertação - Luciano Campos de Amaral - 2022.pdf: 2325241 bytes, checksum: 73cf0a4386b70f9edd859548ae8b4a46 (MD5) license_rdf: 805 bytes, checksum: 4460e5956bc1d1639be9ae6146a50347 (MD5)Made available in DSpace on 2022-12-15T14:49:01Z (GMT). No. of bitstreams: 2 Dissertação - Luciano Campos de Amaral - 2022.pdf: 2325241 bytes, checksum: 73cf0a4386b70f9edd859548ae8b4a46 (MD5) license_rdf: 805 bytes, checksum: 4460e5956bc1d1639be9ae6146a50347 (MD5) Previous issue date: 2022-11-30OutroporUniversidade Federal de GoiásPrograma de Pós-graduação em Educação Física (FEFD)UFGBrasilFaculdade de Educação Física e Dança - FEFD (RMG)Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessTrabalhoIndústria culturalCorpoInstagramInfluencer digitalJobCultural industryBodyDigital influencerCIENCIAS HUMANAS::EDUCACAO::ENSINO-APRENDIZAGEMIndústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizadaCultural industry, ideology, modeling and totalitarism: the function of the digital influencer in standardized beautyinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis42500500500500133705reponame:Repositório Institucional da UFGinstname:Universidade Federal de Goiás (UFG)instacron:UFGORIGINALDissertação - Luciano Campos de Amaral - 2022.pdfDissertação - Luciano Campos de Amaral - 2022.pdfapplication/pdf2325241http://repositorio.bc.ufg.br/tede/bitstreams/156af43b-2259-4299-bc76-8b624dde2c24/download73cf0a4386b70f9edd859548ae8b4a46MD53LICENSElicense.txtlicense.txttext/plain; charset=utf-81748http://repositorio.bc.ufg.br/tede/bitstreams/ef3198dd-b358-4ea1-954c-7f6dd944aad9/download8a4605be74aa9ea9d79846c1fba20a33MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.bc.ufg.br/tede/bitstreams/fd81f50f-2655-41a0-87e0-b8381aa931b6/download4460e5956bc1d1639be9ae6146a50347MD52tede/125032022-12-15 11:49:01.652http://creativecommons.org/licenses/by-nc-nd/4.0/Attribution-NonCommercial-NoDerivatives 4.0 Internationalopen.accessoai:repositorio.bc.ufg.br:tede/12503http://repositorio.bc.ufg.br/tedeRepositório InstitucionalPUBhttp://repositorio.bc.ufg.br/oai/requesttasesdissertacoes.bc@ufg.bropendoar:2022-12-15T14:49:01Repositório Institucional da UFG - Universidade Federal de Goiás (UFG)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 |
dc.title.pt_BR.fl_str_mv |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
dc.title.alternative.eng.fl_str_mv |
Cultural industry, ideology, modeling and totalitarism: the function of the digital influencer in standardized beauty |
title |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
spellingShingle |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada Amaral, Luciano Campos de Trabalho Indústria cultural Corpo Influencer digital Job Cultural industry Body Digital influencer CIENCIAS HUMANAS::EDUCACAO::ENSINO-APRENDIZAGEM |
title_short |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
title_full |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
title_fullStr |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
title_full_unstemmed |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
title_sort |
Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada |
author |
Amaral, Luciano Campos de |
author_facet |
Amaral, Luciano Campos de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Neves, Ricardo Lira de Rezende |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/5120704682457098 |
dc.contributor.advisor-co1.fl_str_mv |
Zanolla, Silvia Rosa da Silvia |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://lattes.cnpq.br/5315228656448708 |
dc.contributor.referee1.fl_str_mv |
Neves, Ricardo Lira De Rezende |
dc.contributor.referee2.fl_str_mv |
Zanolla, Sílvia Rosa Da Silva |
dc.contributor.referee3.fl_str_mv |
Bungenstab, Gabriel Carvalho |
dc.contributor.referee4.fl_str_mv |
Souza, Luís César de |
dc.contributor.authorLattes.fl_str_mv |
https://lattes.cnpq.br/4558018913329057 |
dc.contributor.author.fl_str_mv |
Amaral, Luciano Campos de |
contributor_str_mv |
Neves, Ricardo Lira de Rezende Zanolla, Silvia Rosa da Silvia Neves, Ricardo Lira De Rezende Zanolla, Sílvia Rosa Da Silva Bungenstab, Gabriel Carvalho Souza, Luís César de |
dc.subject.por.fl_str_mv |
Trabalho Indústria cultural Corpo Influencer digital |
topic |
Trabalho Indústria cultural Corpo Influencer digital Job Cultural industry Body Digital influencer CIENCIAS HUMANAS::EDUCACAO::ENSINO-APRENDIZAGEM |
dc.subject.eng.fl_str_mv |
Job Cultural industry Body Digital influencer |
dc.subject.cnpq.fl_str_mv |
CIENCIAS HUMANAS::EDUCACAO::ENSINO-APRENDIZAGEM |
description |
In this dissertation, with a theoretical-bibliographic methodological characteristic, we focus the reflections from the Critical Theory of the Frankfurt School, especially Adorno and other authors who dialogue with this perspective. We aim to present in what sense the digital influencers of Instagram, as a product of the cultural industry, contribute to legitimize a standard of beauty that shapes and removes the autonomy of the individual, presenting a false cultural formation. For this, we review concepts present in the dynamics of work in capitalist society; we reflect on how Instagram digital influencers promote a standardization (technical manipulation as conditioning) of the subjects' way of thinking and acting that extends to their body and; we analyze the process of aesthetic construction of the subjects' body in this capital society in a process of totalitarian, pseudo-conscious, standardizing and standardized modeling. When studying these theorists we saw that from the authoritarian personality - through the manipulative subject that influences behaviors, desires and wills, we realize that these individuals model and control the subjects' bodies through the cultural industry, social media, social networks and Instagram. Thus, we are faced with the death mask and society as an appearance in the standardization of individuals' bodies, legitimizing a pseudoconscious beauty standard. Thus, these cultural elements modify the way subjects think, but, on the other hand, we also observe that these cultural elements are important in communication. However, in the current conjuncture these cultural elements have a single purpose, the sale and consumption of images and objects advertised by digital influencers on their social networks that influence thousands of individuals in their purchasing decisions. In this sense, the cultural industry uses physical activity, including leisure, to keep the subject connected at all times so that he does not have time to think. On the other hand, we have the concept of beautiful in the view of the world and of digital influencers in which people do not create, but copy other people's images into their lives. The ugly, the contradictory of the beautiful, determines the evaluations of people who leave the standard of beauty established by social media, social networks and Instagram. Digital influencers are the ones who choose what people will wear, drink, eat and do, achieving results of standardized bodies, in which people “are no longer themselves”, as the death mask operates the fitting in life, both in the routine of the digital influencer as in the lives of its consumers. The death mask fits into what the digital influencer uses in her daily life, but it also fits into the lives of her countless followers/consumers, which takes place through modeling and a totalitarian, pseudoconscious and deforming beauty standard. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-12-15T14:49:01Z |
dc.date.available.fl_str_mv |
2022-12-15T14:49:01Z |
dc.date.issued.fl_str_mv |
2022-11-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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dc.identifier.citation.fl_str_mv |
AMARAL, L. C. Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada. 2022. 165 f. Dissertação (Mestrado em Educação Física) - Universidade Federal de Goiás, Goiânia, 2022. |
dc.identifier.uri.fl_str_mv |
http://repositorio.bc.ufg.br/tede/handle/tede/12503 |
identifier_str_mv |
AMARAL, L. C. Indústria cultural, ideologia, modelagem e totalitarismo: a função do influencer digital na beleza padronizada. 2022. 165 f. Dissertação (Mestrado em Educação Física) - Universidade Federal de Goiás, Goiânia, 2022. |
url |
http://repositorio.bc.ufg.br/tede/handle/tede/12503 |
dc.language.iso.fl_str_mv |
por |
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por |
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13 |
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370 |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
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Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Goiás |
dc.publisher.program.fl_str_mv |
Programa de Pós-graduação em Educação Física (FEFD) |
dc.publisher.initials.fl_str_mv |
UFG |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Faculdade de Educação Física e Dança - FEFD (RMG) |
publisher.none.fl_str_mv |
Universidade Federal de Goiás |
dc.source.none.fl_str_mv |
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Repositório Institucional da UFG - Universidade Federal de Goiás (UFG) |
repository.mail.fl_str_mv |
tasesdissertacoes.bc@ufg.br |
_version_ |
1798044316602466304 |