Performance da Youtuber Taciele Alcolea na conquista de seguidoras adolescentes

Abstract

This research aims to analyze the performance of Taciele Alcolea, a fashion and beauty youtuber, seeking to understand how she acts in order to win followers among the adolescents. She is one of the main digital influencers in Brazil, with a strong success in this social group. The study traces, initially, a brief history of the influencers in the fashion universe, pretending to contextualize the phenomenon. Based on Simmel's (2008), Maffesoli’s (2003) and Bourdieu’s (2011) proposition, this research analyzes the flow of fashion consumption from different perspectives. In the dialogue with these authors, it highlights the current ways of consuming fashion information through social networks and the role of YouTube in the popularization of messages that promote consumer desire, driven by the fashion market. In this context, it addresses issues pertaining to the adolescence peculiarity as an issue of identification, established beyond the family, allowing youtubers to assume a place of reference for this audience. This is the case of Taciele Alcolea, whose performance will be analyzed in this research, based on the concept of Goffmann (1995). The corpus to be delineated gathers the scenes of these video performances posted in 2016 on YouTube, which deal specifically with clothing, making a total of nine videos. The research, therefore, has as its strategic outline the case study, and will resort to symbolic interactionism as an analysis methodology, adapting it to the context of social networks and its distance relations. Keywords: YouTube. Performance. Adolescence. Fashion.