Instagram as a device for building the fitness market: the contribution of Economic sociology

• Grant number: 20/03478-2
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: November 01, 2020
• End date: October 31, 2021
• Field of knowledge: Humanities - Sociology - Other specific Sociologies
• Principal Investigator: Maria Aparecida Chaves Jardim
• Grantee: Luana Estela di Pires
• Host Institution: Faculdade de Ciências e Letras (FCL). Universidade Estadual Paulista (UNESP). Campus de Araraquara. Araraquara , SP, Brazil

Abstract

Social networks managed to build new social relations of power, also linked to a new economic market. The phenomenon of influencers - people who achieved celebrity status inside the apps - began to move an online market from their photographic posts, by combining their intimacy with corporate sponsorship, displaying brands and advertisements inside their personal profiles. The present project seeks to investigate the new forms of market inside social networks in Brazil, using the Instagram app as an object of general analysis and with empirical clipping of fitness products. In methodological terms, we will be immersing ourselves in the social network Instagram, in addition to interviewing influencers, analyzing the legal framework of the sector.