Narrativas de consumo no TikTok: como o discurso na trend “arrume-se comigo” impulsiona o consumo de produtos de beleza entre jovens mulheres

Abstract

This study aims to identify how the discourse used by digital influencers in the TikTok trend "Get Ready With Me" contributes to the emergence of new beauty product consumption habits among young women. Therefore, we used Discourse Analysis methodology, specifically from the perspective of Eni Orlandi, to identify how discursive elements incorporate senses of self-esteem, identification, and belonging to influence cosmetic consumption habits. The analysis identified how concepts defined by the methodology, such as ideological and discursive forgetting, interdiscourse, and power relations, act as discursive strategies that naturalize consumption and associate products with meanings. Thus, we propose an ethical and critical reflection on the role of digital content creators, based on the effects on the development of young viewers who are in the process of social development, suggesting the urgent need for regulations on the use of social media and content production.