Banca de QUALIFICAÇÃO: JOSÉ MATHEUS MELO DE SOUZA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : JOSÉ MATHEUS MELO DE SOUZA
DATE: 15/09/2023
LOCAL: Via Videoconferência Google Meet
TITLE:

“The pursuit of a room at the Chateau de Versailles: consumer culture, digital influencers and the
instagrammable court society”

KEY WORDS:

Gkay, digital influencers, court society, capital, consumption.

PAGES: 44
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

This research proposes to analyze the dynamics of digital influencers in contemporary times, in terms of the processes that took place to maintain the spaces conquered, involving issues related to power and  consumption, with an approach in a specific event: A Farofa da GKAY. The objective is, specifically, to return to the roots of the structures that revolve around influencers: the consumer culture. In association with this, it is evident that one thinks about the bases of this culture, residing, in a primary way, in the court society of
the Ancien Régime. From the acquired knowledge, it will be possible to direct attention to contemporaneity and to the situation of digital influencers with the appropriate theoretical foundation. In this sense, for these objectives to be achieved, the ideas of McCracken (2015), at first sight, will be of inestimable value, since they will, in fact, address how consumption has transformed over the course of History, and that, by chance, remains structurally similar to the patterns established in the Ancien Régime. Taschner (1997) and Elias (2008), then, will also have the role of contextualizing how relationships took place in this crucial period for
changing behavior in relation to consumption, with regard to appearances, distinction, prestige and the way of living. behave in front of your peers. That said, questions about representation in everyday life and power are raised and deserve to be highlighted. In this way, the ideas of Goffman (2002) are rescued, particularly regarding the “impression”, about which he discusses, in addition to Bourdieu (2007; 2012), who will contribute regarding his considerations about the “symbolic power”, “habitus”, “illusio” or “field” and the “symbolic”, “social”, “economic” and “cultural” capitals. Karhawi (2015; 2017), with his analyzes directed to the digital context, will be paramount, in the sense that it will guide the possible connections that exist between the themes, so that it is feasible, perhaps, to find reminiscences or new formats of consumer culture and of the court in its course of action. To test such hypotheses, a methodology is needed that allows the interpretation of events and removes the trivial condition that they may carry, in order to deal with something contemporary and in constant change. Therefore, Discourse Analysis, following the instructions of Orlandi (2012), will be the method used so that behavior in digital social networks is observed and, possibly, associated with scientific theories. There will also be the execution of a case study, according to the ideas of Duarte (2005), since the research looks at a specific figure: GKAY and its annual party – A Farofa da GKAY. Posts from the influenced person on their Instagram page will be used, as well as their participation in other spaces on the internet or even on television. From this, the expectation is that a more concrete thought will be reached about the possible reminiscences left by the court society and what consumer culture represents in the virtualized present, so that it may be perceived that the structures remain the same despite the changes that have occurred in the society through the centuries. 

COMMITTEE MEMBERS:
Externo à Instituição - ISSAAF SANTOS KARWAHI
Presidente - 2312853 - IZABELA DOMINGUES DA SILVA
Interna - 1654570 - KARLA REGINA MACENA PEREIRA PATRIOTA