Influenciadoras digitais negras e a beleza como negócio

Abstract

The growth and development of technology behind social networks, associated with the neoliberal culture that makes man an entrepreneur of himself and makes everyday life monetizable, are popularizing work through digital platforms. Based on the understanding that social issues in the offline world are reproduced in the online environment, this article aims to analyze the strategies used by black digital influencers to exist as entrepreneurs in the virtual world, more specifically on Instagram. To carry out this analysis, three influencers were chosen, from different states and regions of Brazil and also physically different from each other. The option for this corpus is in an attempt to observe how the three professionals, who work in a sexist society and which currently recognize their structural racism, use their profiles to give tips on beauty, fashion and behavior, each with their vocabulary, aesthetic standard and own cut, achieving an interaction index acceptable by the market, measured by the amount of likes and comments in your posts. In addition, it will be observed whether physical, social, geographic and interaction differences interfere in the way the audience, the platform and advertising companies see them. There is no point in making a continuous and profound comparison with white influencers here. The objective is to know if these black women can build a minimally solid career and what strategies they use based on the understanding of the influential advertising market and how platform work is done.