O jornalismo digital no Instagram e o uso de estratégias de comunicação comuns a influenciadores digitais: uma análise do perfil do jornal O Povo

Abstract

Participation culture worships and encourages the promotion of an “image of self” (KARHAWI, 2017). This concept is applied to social media that have created a favorable scenario for the emergence of digital influencers. This group has its own communication style and attracts many followers and admirers through the production of content that aims to get closer and closer to its followers (KARHAWI, 2022). This communication pattern is already recognized in the online presence of journalists, who seek to share their work on social media and interact with their readers on platforms (VASCONCELLOS, 2020; KARHAWI, CAMARGO, 2023), getting closer to their followers and building a kind of community. But what about traditional newspapers? Do they adhere to the communicational logic of digital influencers in their profiles on digital platforms? Motivated by this question, the objective of this work is to examine, through Categorical Content Analysis (SAMPAIO, LYCARIÃO, 2021), the possible adaptation of the language of publications on the Instagram profile of Jornal O Povo for a communication more similar to that of digital influencers, that is, with more horizontal communication and closer to the reader of that vehicle. The analysis corpus consists of 243 posts collected from the Instagram of the newspaper studied here during one week, between March 23 and 29, 2024. The research results show that, even if they are not prevalent in the majority of publications on the newspaper's profile O Povo, there are elements common to those described as common in the routine of digital influencers in the content produced for the analyzed vehicle's social network.