Roube o look: a celebridade como modelo de identidade

Abstract

This research's goal is to understand the relations between ordinary people and celebrities during the self-identity construction in a post-traditional society, as well as the role of media in the celebrities segment – mainly the Brazilian website Steal The Look, chosen as research object – in these processes. To achieve that, we use concepts as late modernity, reflexivity, self-identity, facade, reflexive project of the self, self-narrative, collage effect, pseudo-events, mimetism, charismatic leadership and society of consumers, all of this in order to better understand the phenomenon approached in this paper. We conclude, after all, that the relations of mimetism between ordinary individuals and celebrities are, indeed, encouraged routinely, but without ever erasing the distance between the two social positions, as could be supposed. We also verify that the de self-identity construction takes in consideration established moral precepts and that the online interactions in the “celebrities” subject tend to be mainly emotional.