Como as plataformas de comunicação de moda atingem o público hoje: um estudo sobre o steal the look

Abstract

This study aims to explore fashion communication platforms and how they reach their audience today, with the fashion media Steal The Look, present on online social networks, mainly Instagram, as the object of study. The study covers traditional fashion media, such as magazines, newspapers and television; social networks, mainly Instagram; the emergence of media in the digital universe, initially discussing blogs and later social media accounts; the birth of smaller fashion communication accounts and the format in which they reach their audience. To carry out the work, bibliographical and documentary research and a case study of the Steal the Look platform were used, in which aspects such as: language used, shared content and format in which it was posted were analyzed. Through the case study, it was observed that the platform does not have a fixed posting schedule; it addresses subjects beyond the fashion world, such as tourism, cooking and financial investment; it uses informal language and uses emojis to entertain, in addition to attracting attention. Reader participation is essential, through comments, likes and shares, for the channel to grow and reach more people. In this way, the platform creates a friendly relationship with its readers, who see the platform as a place of safety, comfort and trust.