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Persuasão e manipulação: análise das estratégias discursivas em publicações de influenciadoras portuguesas no Instagram
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| 3.56 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A comunicação mudou significativamente na era moderna, com a
predominância do formato eletrónico em detrimento da interação em formato scripto
tradicional. Por detrás dos ecrãs, há uma infinidade de personalidades que se
mostram e se escondem, por vezes, fruto de uma identidade fabricada. Algumas
dessas personalidades são os influenciadores, que usam as suas páginas de perfil
no Instagram para persuadir e manipular seus seguidores a realizar ações, como
comprar um produto, influenciar em determinada forma de pensamento, ou adotar
comportamentos específicos.
As redes sociais online servem, assim, de palco para o surgimento de novas
celebridades e, simultaneamente, para a promoção de outras cuja presença já era
notória na sociedade.
Neste estudo visa-se analisar as diferentes estratégias discursivas usadas
por algumas influenciadoras portuguesas que têm inequivocamente sido
consideradas fenómenos na comunicação nas redes sociais, para promover
produtos e alcançar uma maior visibilidade.
A combinação de uma fotografia com um texto de género híbrido é uma das
estratégias utilizadas, onde se mesclam a escrita diarística com as confissões
intimistas. Além disso, as influenciadoras usam atos ilocutórios diretivos, exageram
no uso de adjetivos valorativos e empregam coloquialismos para se aproximar do
seu público-alvo.
Essas estratégias pretendem convencer os seguidores de forma mais eficaz
a adquirir o produto promovido, aumentando o alcance da promoção do mesmo.
São, como ensaiaremos comprovar, estratégias ao serviço da persuasão e
manipulação. O ethos de credibilidade das influenciadoras é fundamental para esse
propósito, pois os seguidores pensam que, ao adquirirem e usarem os mesmos
produtos, se aproximarão da realidade da influenciadora. Em suma, o estudo analisa as formas hábeis e subtis das diferentes
estratégias discursivas usadas recorrentemente pelas influenciadoras, decalcadas
da comunicação publicitária, para persuadir e manipular os seus seguidores a agir,
mostrando como as redes sociais transformaram a forma como se exerce a
influência sobre os seguidores, numa tentativa constante de captação da atenção
e de visibilidade social.
Communication has changed significantly in the modern era, with the predominance of the electronic format at the expense of interaction in traditional scripto format. Behind the screens, there are a multitude of personalities who either show or hide themselves, sometimes behind a fabricated identity. Some of these personalities are influencers, who use their Instagram profile pages to persuade and manipulate their followers to take actions such as buying a product, influencing them into adopting a certain way of thinking or act according to specific behaviors. Thus, online social networks serve as a stage for the emergence of new celebrities and, simultaneously, for the promotion of others whose presence was already notorious in society. This study aims to analyze different discursive strategies used by some Portuguese influencers who have unmistakably been considered phenomena in communication on social media in promoting products and achieving greater visibility. The combination of a photograph with a hybrid genre text is one of the strategies used, where diaristic writing is mixed with intimate confessions. In addition, influencers use directive illocutionary acts, exaggerate the use of appraising adjectives, and employ colloquialisms to get closer to their target audience. These strategies aim to convince followers more effectively to acquire the promoted product, increasing the reach of its promotion. They are, as we will try to prove, strategies at the service of persuasion and manipulation. The ethos of credibility of influencers is fundamental to this purpose, as followers think that by acquiring and using the same products, they will approach the reality of the influencer. In short, the study analyzes the skillful and subtle forms of the different discursive strategies used recurrently by influencers, based on advertising communication, to persuade and manipulate their followers to act, showing how social networks have transformed the way influence is exerted on followers, in a constant attempt to capture attention and social visibility.
Communication has changed significantly in the modern era, with the predominance of the electronic format at the expense of interaction in traditional scripto format. Behind the screens, there are a multitude of personalities who either show or hide themselves, sometimes behind a fabricated identity. Some of these personalities are influencers, who use their Instagram profile pages to persuade and manipulate their followers to take actions such as buying a product, influencing them into adopting a certain way of thinking or act according to specific behaviors. Thus, online social networks serve as a stage for the emergence of new celebrities and, simultaneously, for the promotion of others whose presence was already notorious in society. This study aims to analyze different discursive strategies used by some Portuguese influencers who have unmistakably been considered phenomena in communication on social media in promoting products and achieving greater visibility. The combination of a photograph with a hybrid genre text is one of the strategies used, where diaristic writing is mixed with intimate confessions. In addition, influencers use directive illocutionary acts, exaggerate the use of appraising adjectives, and employ colloquialisms to get closer to their target audience. These strategies aim to convince followers more effectively to acquire the promoted product, increasing the reach of its promotion. They are, as we will try to prove, strategies at the service of persuasion and manipulation. The ethos of credibility of influencers is fundamental to this purpose, as followers think that by acquiring and using the same products, they will approach the reality of the influencer. In short, the study analyzes the skillful and subtle forms of the different discursive strategies used recurrently by influencers, based on advertising communication, to persuade and manipulate their followers to act, showing how social networks have transformed the way influence is exerted on followers, in a constant attempt to capture attention and social visibility.
Description
Keywords
Ethos Redes sociais Instagram Análise pragmático-discursiva Persuasão e manipulação Instagram social network Pragmatic-discursive analysis Persuasion and manipulation
Pedagogical Context
Citation
Martins, Ana Cristina Lézinho - Persuasão e manipulação [Em linha]: análise das estratégias discursivas em publicações de influenciadoras portuguesas no Instagram. [S.l.]: [s.n.], 2023. 104 p.