Além do espetáculo : análise da narrativa digital em Jade Picon nas redes sociais

Abstract

This study investigates the construction of digital identity through the analysis of social media and digital culture, focusing on the content created by Jade Picon. The research aims to understand digital culture based on the influencer's content, considering spectacle as a central element of this culture. Authors such as Jenkins (2022), Sibilia (2008), Susca (2019), Van Dijck (2013), among others, are used in the theoretical framework. The research object is a case study of the Brazilian influencer Jade Picon on social media. In the methodological approach, the research begins with a quantitative analysis using the Exolyt platform to collect and analyze performance metrics (views, likes, comments, shares, and engagement rate) of the content posted on TikTok. These data allowed for the selection of the most relevant videos for the next phase. Subsequently, content analysis (Bardin, 2011) and image analysis (Aumont, 1993) are combined to conduct a qualitative investigation of the selected videos, exploring the discursive and visual aspects present in the influencer's digital profiles. The research highlights how Jade Picon utilizes different platforms, such as TikTok, YouTube, and television, to engage her audience and reinforce the construction of her digital identity, leveraging interactions and visual strategies to enhance her visibility and authenticity. The analysis revealed that, although TikTok is the main focus of the research, the influence and identity-building processes also extend to other networks, such as YouTube, as well as her participation in television, each with its own specificities and impacts on public perception.