“Merchan” as an emancipation and complicity experience: feminism, authenticity and consumption on YouTube
Based on debates about the practices that guide the performances of microcelebrities on digital platforms, we seek to understand how three socially engaged influencers negotiate this status in the production of sponsored videos. Six videos linked to feminist agendas published on YouTube by the Brazi...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | Brasil |
| Institution: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repository: | Comunicação, Mídia e Consumo (Online) |
| Language: | Portuguese English |
| OAI Identifier: | oai:ojs.revistacmc.espm.br:article/2585 |
| Online Access: | https://revistacmc.espm.br/revistacmc/article/view/2585 |
| Access Level: | Open access |
| Keyword: | influenciadores digitais feminismo consumo Comunicação e consumo YouTube performance digital influencers digital feminism consumption |
| Summary: | Based on debates about the practices that guide the performances of microcelebrities on digital platforms, we seek to understand how three socially engaged influencers negotiate this status in the production of sponsored videos. Six videos linked to feminist agendas published on YouTube by the Brazilians Júlia Tolezano, Maíra Medeiros and Nátaly Neri are qualitatively analyzed. The conclusions point to negotiations between the spheres of activism and consumption from two predominant performative gestures: consumption as an experience of feminist emancipation and reinforcement of complicity with the audience. |
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