Entre a performance e a ciência : o discurso Wellness no Instagram

Abstract

Instagram, one of the most widely used social networks in Brazil, has recently seen an intensification in the number of users with professional profiles and a diversification of niches. The consolidation of digital influencers, especially those focused on health and fitness content, has fostered the rise of aspirational consumption through products from the wellness industry. This study’s general objective was to comparatively understand how digital influencers construct their narratives on the platform, analyzing the relationships between performance, aspirational consumption, and the dissemination of evidence-based health information. To achieve this purpose, the following specific objectives were defined: I) To investigate how discourses are constructed by influencers on Instagram; II) To identify the presence of brands across different influencers; III) To analyze whether influencers with professional backgrounds in the health field debunk misinformation and encourage conscious consumption practices. The theoretical foundation of this work involved exploratory and descriptive qualitative research aimed at understanding the most recurring terms, followed by content analysis conducted in three stages (pre-analysis, coding, and interpretation of results), which enabled the identification of patterns in the collected posts. The results showed that fitness influencers, in a homogeneous manner, tend to legitimize their authority through performance and the promotion of products linked to the wellness industry, which are often poorly substantiated. Conversely, influencers with academic backgrounds encourage evidence-based practices and conscious habits, while combating nutritional misinformation on the social network in a satirized and accessible manner. It is concluded, therefore, that the digital discourses promoted by this profession exert a direct influence on followers, potentially reinforcing questionable consumption patterns regarding health or contributing to responsible communication aimed at collective well-being.