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Advisor(s)
Abstract(s)
Numa era contemporânea, fortemente caracterizada pela presença digital, as celebridades partilham nos seus social media experiências relacionadas com a parentalidade ou, por outras palavras, adotam práticas de sharenting. Esta dissertação foca-se na representação visual, textual e discursiva dos filhos de seis celebridades portuguesas presentes no Instagram. Os critérios para a escolha destes casos estão relacionados com o facto de serem celebridades com um elevado nível de visibilidade e popularidade no Instagram, onde mostram, de forma recorrente, a sua faceta de pais. Por sua vez, um outro critério de seleção prende-se com questões de género e, por essa razão, para a análise foram selecionados três perfis masculinos e três perfis femininos.
Assim, e com o objetivo de explorar se as narrativas e estratégias de conteúdo veiculadas pelas celebridades sobre os seus filhos estão integradas em conteúdos autênticos e publicitários, foi realizada uma abordagem mista à análise de conteúdo. Para o efeito, analisaram-se 1116 conteúdos, com referência a crianças, presentes nos quatro formatos de Instagram (Post, Instastory, IGTV e Reels). Os resultados revelaram, para além de outros aspetos importantes, que as crianças são maioritariamente representadas em momentos espontâneos da vida quotidiana, em contextos que parecem ser menos encenados e, portanto, mais autênticos. Concluiu-se também que os conteúdos que incluem publicidade ou parceria não são frequentes. No entanto, e curiosamente, verificou-se a existência de algum tipo de identificação comercial em muitos dos conteúdos que não são explicitamente publicidade ou parceria.
Adicionalmente, identificaram-se algumas diferenças nos aspetos dos conteúdos orgânicos e publicitários postados por membros do género masculino em comparação com o divulgado pelo género feminino. Já ao nível do discurso, verificou-se que quer no caso das celebridades masculinas, quer no caso das celebridades femininas, os discursos estão associados a demonstrações de afeto para com os seus filhos, o que realça a importância dos laços familiares e dos valores parentais, neste período marcado pela pandemia.
In a contemporary era, strongly marked by the digital presence, celebrities share, on their social media accounts, experiences related to parenting or in other words, adopt sharenting practices. This dissertation focuses on the visual, textual and discursive representation of the children of six Portuguese celebrities present on Instagram. The criteria for the choice of these cases are related to the fact that they are celebrities with a high level of visibility and popularity on Instagram, where they show in a recurrent way their parental facet. On the other hand, another selection criteria is related to gender issues and for that reason, were selected for the analysis three male and three female profiles. Therefore, and with the objective of exploring if the narratives and content strategies conveyed by celebrities about their children are integrated into authentic and advertising content, it was carried out a mixed approach to content analysis. For that purpose there were analyzed 1116 contents with reference to children, present in the four Instagram formats (Post, Instastory, IGTV and Reels). The results revealed, besides other relevant aspects, that children are mostly represented in spontaneous moments of daily life, in scenarios that seem to be less staged and therefore more authentic. Another conclusion is that the content that results from a partnership or publicity is not very frequent. However, and interestingly, it was verified the existence of commercial identifications in many of the contents that are not explicitly advertising or partnership. Additionally, there were identified some differences between the content aspects posted by male gender compared to female gender. In terms of discourse, it was found that both male and female celebrities are associated with displays of affection for their children, which highlights the importance of family ties and parental values in this period marked by the pandemic.
In a contemporary era, strongly marked by the digital presence, celebrities share, on their social media accounts, experiences related to parenting or in other words, adopt sharenting practices. This dissertation focuses on the visual, textual and discursive representation of the children of six Portuguese celebrities present on Instagram. The criteria for the choice of these cases are related to the fact that they are celebrities with a high level of visibility and popularity on Instagram, where they show in a recurrent way their parental facet. On the other hand, another selection criteria is related to gender issues and for that reason, were selected for the analysis three male and three female profiles. Therefore, and with the objective of exploring if the narratives and content strategies conveyed by celebrities about their children are integrated into authentic and advertising content, it was carried out a mixed approach to content analysis. For that purpose there were analyzed 1116 contents with reference to children, present in the four Instagram formats (Post, Instastory, IGTV and Reels). The results revealed, besides other relevant aspects, that children are mostly represented in spontaneous moments of daily life, in scenarios that seem to be less staged and therefore more authentic. Another conclusion is that the content that results from a partnership or publicity is not very frequent. However, and interestingly, it was verified the existence of commercial identifications in many of the contents that are not explicitly advertising or partnership. Additionally, there were identified some differences between the content aspects posted by male gender compared to female gender. In terms of discourse, it was found that both male and female celebrities are associated with displays of affection for their children, which highlights the importance of family ties and parental values in this period marked by the pandemic.
Description
Keywords
Celebridades Instagram Autenticidade Publicidade Sharenting Celebrities Authenticity Advertising