Construção de fachadas no Instagram: um estudo de caso sobre as empreendedoras e microinfluenciadoras cearenses Luana Muriell e Karoliny Alves

Abstract

Communication can be one of the factors inserted in the equation that results in the subjectivity of an individual, as well as personal and private issues of the subject and the socioeconomic context in which he is inserted. On the other hand, the construction of identity also influences the type of communication that is established and how this interaction will unfold. In the era of social midias, this paper seeks to analyze how the neoliberal values prevailing in contemporary society are decisive for the formation of individuals' identity and how this subjectivity has been shown in the online environment. Through case study and direct observation, we analyzed the publications authored by two entrepreneurs in the beauty segment in Fortaleza. Luana Muriell and Karoliny Alves are also micro-influencers who deal in their profiles with the subjects they master: hair and skin and makeup, respectively. Based on what was published by the two during 30 days, it is possible to conclude that selfentrepreneurship (HAN, 2019) and the maxim of productivity at any cost (DARDOT; LAVAL, 2016) shape subjects in their subjectivity, which, for in turn, let these representations appear in interactions on Instagram, helping to reinforce and propagate these principles.