Publicidade de Eco-Influenciadores de Estilos de Vida: O Envolvimento Provém do Conteúdo ou do Fascínio?

Autores

DOI:

https://doi.org/10.17231/comsoc.45(2024).5629

Palavras-chave:

média sociais, publicidade, eco-influenciadores, ambiente, influenciadores

Resumo

O presente estudo analisa as principais semelhanças entre os conteúdos de cinco contas de influenciadoras verdes (eco-influenciadoras) de diferentes países ocidentais. Foi realizada uma análise quantitativa de conteúdo em 187 publicações do Instagram das influenciadoras verdes do Reino Unido, Estados Unidos, Bélgica, Espanha e Peru. Os temas mais abordados pelas influenciadoras verdes são a promoção do veganismo, a espiritualidade, as reivindicações ambientais e políticas, a publicidade a produtos (próprios e de terceiros) e a vida pessoal, sendo os últimos a gerar o maior número de interações nas contas. Os carrosséis destacam-se em termos de envolvimento entre as influenciadoras verdes no Instagram, apesar de os vídeos serem o formato preferido dos patrocinadores. Tanto o conteúdo patrocinado quanto os patrocinadores são bem recebidos, com mais de metade das publicações a apresentá-los. Parece claro que o capital social das influenciadoras incentiva o compromisso ambiental, apesar de haver uma tendência particular de apreciar mais a pessoa do que a sua mensagem ativista. À luz dos resultados, esta investigação contribui para a teoria do capital social das influenciadoras, demonstrando que estas apresentam conteúdos pessoais e apelos emocionais, como atividades com as suas famílias, reflexões pessoais e declarações políticas, que lhes conferem um elevado sentido de autenticidade, mas que também esbatem as barreiras entre as esferas pública e privada.

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Biografias Autor

Bárbara Castillo-Abdul, Universidad de Diseño, Innovación y Tecnología (UDIT), Madrid, Espanha/ESAI Business School, Universidad Espíritu Santo, Guayaquil, Equador

Bárbara Castillo-Abdul, PhD, é investigadora sénior na Universidad de Diseño, Innovación y Tecnología (UDIT; Madrid, Espanha) e professora visitante na ESAI Business School, Universidad Espiritu Santo (Guayaquil, Equador). É doutorada em Ciências Sociais e Jurídicas pela Universidade Rey Juan Carlos (Madrid, Espanha) e doutorada em Comunicação pela Universidade de Huelva (Espanha).

Luis Miguel Romero Rodríguez, Departamento de Ciencias de la Comunicación y Sociología, Universidad Rey Juan Carlos, Madrid, Espanha

Luis M. Romero-Rodríguez, PhD, é professor associado do Departamento de Ciências da Comunicação e Sociologia da Universidade Rey Juan Carlos (Madrid, Espanha). É doutorado em Comunicação pelas universidades de Huelva, Sevilha, Málaga e Cádis (Espanha) e mestre em Comunicação Social pela Universidade de Almeria (Espanha).

Carlos Fernández-Rodríguez, Universidad del Atlántico Medio, Las Palmas de Gran Canaria, Espanha

Carlos Fernández-Rodríguez é professor assistente na Universidad del Atlántico Medio, (Espanha). Licenciou-se na Escola Superior de Cinema e Audiovisuais da Comunidade de Madrid e é licenciado em Comunicação Audiovisual pela Universidade de Sevilha (Espanha). Tem um mestrado em Comunicação Audiovisual e Educação pela Universidade de Huelva e pela Universidade Internacional da Andaluzia. É doutorado em Ciências Sociais e Jurídicas pela Universidade Rey Juan Carlos (Madrid, Espanha).

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Publicado

25-06-2024

Como Citar

Castillo-Abdul, B., Romero Rodríguez, L. M., & Fernández-Rodríguez, C. (2024). Publicidade de Eco-Influenciadores de Estilos de Vida: O Envolvimento Provém do Conteúdo ou do Fascínio?. Comunicação E Sociedade, 45, e024014. https://doi.org/10.17231/comsoc.45(2024).5629