"Meu corpo é a embalagem do meu produto": corpos instagramáveis no capitalismo periférico

Abstract

The spread of digital social networks, the look at oneself and others has intensified the aspects of the body to be modeled and disciplined in a search for an ideal standard, thin, toned and young, implying greater visibility and vigilance. It is monetized based on the image of the body and begins to have the power to influence other bodies. In this sense, it is important to consider the ease that influencers have in disseminating information about certain products, food, behaviors, etc.; which facilitate the public's choice due to the variety of the market. The digital content of the influencer/creator is no longer just a marketing tool for brands, it also becomes the one that moves the economy, works for its audience, for the community that built and is central to this logic. This dissertation aims to discuss enterprise performances based on discourses about the body produced on the Instagram platform, by digital influencers from the city of São Bernardo/MA. They are women who produce content about their daily lives and who simultaneously carry out an enterprise of their own. In this way, they end up generating financial income that legitimizes their discourse on the search for a healthy and standard body and associates it with well-being. The aim of the research is to understand how the discourses articulated by digital influencers from micro regions about the body contribute to moving a capitalism based on self-narratives that they undertake, affecting the construction of bodies. The methodology chosen is ethnography in digital spaces, followed in order to understand how discourses contribute to moving a local capitalism on the periphery, based on self-entrepreneurship, articulated by these influencers naturalized in São Bernardo, but who reside in other locations in Baixo Parnaíba Maranhense.