Processos de subjetivação em perfis de influenciadoras digitais: uma análise discursiva sobre procedimentos estéticos no instagram

Abstract

This dissertation presents a study on the subjectivation processes of followers of digital influencers, based on publications about aesthetic procedures on the social network Instagram. This work is limited to the area of linguistic studies, particularly in the theoretical field of discourse studies. The central question of the research was: how do the subjectivation processes of followers of digital influencer profiles on Instagram occur in the face of the effects of meaning produced by posts about the performance of aesthetic procedures? Based on this question, the general objective of the research is to understand how the subjectivation processes of followers of digital influencer profiles occur, through posts, as discourses, made by them about carrying out aesthetic procedures. To achieve this objective, the postulates of Foucault (1995, 2008, 2014, 2023), Pêcheux (2006, 2014, 2019), Gregolin (2001, 2004, 2006, 2011, 2018, 2020), Courtine (1988, 2005, 2008, 2011, 2016, 2023), Sargentini (2012, 2022), Milanez (2007, 2011, 2015, 2021), Karhawi (2016, 2022), Paveau (2021) among other authors, whose readings of their works are fundamental for the understanding and preparation of the dissertation, especially with regard to studies of discourse, media and the body. As for the methodology, the research has a qualitative approach, based on the archegenealogical method proposed by Michel Foucault, as well as the works in Discourse Analysis that follow such propositions, when considering the discourse in its semiological materiality and historical event. In this way, the images, captions and comments of the publications that make up the utterances selected for the constitution of the corpus are discursively analyzed, as the statements are composed of these three elements and must be conceived together. During the research, it is noted that the processes of subjectivation of followers occur as digital influencers build, through digital discourse and crossed by medical, aesthetic and media discourses, a relationship of closeness and intimacy with their followers, in order to occupy a subject position of authority, credibility and reference to be followed. It is also possible to notice the presence of discursive regularities in the images, in the captions and in the way in which the influencers address their followers, as well as there are regularities in the entire section of comments from the followers when discussing the procedures disclosed by the influencers, characteristics that allow these statements gain prominence in the dispersion of events.