Redes sociais como mundo de representações: construção e gestão da identidade influecer digital do ramo da moda

Abstract

The present dissertation, entitled Social networks as a world of representations: construction and management of the professional identity of fashion digital influencers, Maputo, 2024, analyzes the process of constructing the professional identity of fashion digital influencers in Maputo. The general objective of the research was to understand how the construction and management of the identity of fashion digital influencers occur. To analyze this phenomenon, a theoretical triangulation was adopted, using Goffman’s (2002) theory of self-representation as the main theoretical framework and Claude Dubar’s (2006) theory on the construction of social identities as a secondary framework. This approach highlights the role of socialization, culture, and economy in shaping the identity of fashion digital influencers, as well as its connection to the concept of identity performativity proposed by Goffman. Regarding methodological aspects, a qualitative approach was adopted, using the case study as the procedural method and semi-structured interviews for the collection of empirical material. The data were interpreted through content analysis. The results revealed that the identity of digital influencers is socially constructed through a triangulation of socialization, culture, and economy, within which these fashion influencers operate. It was also observed that the expression of these identities constitutes representations of the self in a world governed by social norms.