Estudo netnográfico de perfis virtuais plus size da RMR-PE na rede social “Instagram”.

Abstract

Historically, women are the ones who suffer most from aesthetic standards, and the current beauty standard is hardly reached by most of them. In this context, the fat body is generally associated only with the disease and people with such characteristics are not considered potentially consumers, mainly in the Fashion market. In response to such a scenario, there was the emergence of the plus size movement, which stands out with the increase in users of digital social networks, which is the focus of this work. Through netnography, an approximation was made with the universe studied and later a content analysis of the publications of six profiles in the Metropolitan Region of Recife - PE, on the digital social network Instagram, aimed at the fat or plus size public, was carried out. three individual profiles and three collective / movement profiles. In addition, a periodic cut of publications was made. After analysis, it was possible to categorize them into: “Indication of brands and stores”; "Looks"; "Cheers"; “Empowerment and self-love”; "Events and Media"; "Lifestyle and Self-Promotion"; "Engagement"; “Partners”; "Social questions"; “Models and Inspiring People”. The analysis of the set of profile publications in the Metropolitan Region of Recife-PE showed that, in the region of this state - which is a major fashion-clothing producer, the trend of a national and international agenda of demands by the movement in favor of a fashion that contemplates the valorization of fat people.