Name: WANDER SALGADO MACEDO JUNIOR
Publication date: 18/08/2023
Examining board:
Name |
Role |
|---|---|
| FLAVIA MAYER DOS SANTOS SOUZA | Advisor |
Summary: The research addresses the influence of Instagram in contemporary society and
delves into its role as a powerful tool for questioning, positioning, and promoting
fashion brands. The study examines the impact of digital entrepreneurship and
influencers in shaping digital marketing, investigating how these elements have
shaped consumer practices and power dynamics in the fashion industry. One key
focus of the research is the construction of consumer image and how Instagram
posts influence consumer behavior, as well as the formation of online identities
and communities. Special emphasis is given to afro-entrepreneurship, the
deconstruction of racial stereotypes, and the valorization of diversity in fashion,
recognizing the importance of creating an inclusive and representative space for
Black individuals in the industry. Throughout the research, the potential of
Instagram to drive the growth of afro-entrepreneurship is highlighted, enabling a
more inclusive and representative fashion industry, while challenging established
norms and providing space for different voices and narratives. The research
discusses the theme of racism in advertising by analyzing the evolution of racial
representation over time and emphasizing the importance of afro-
entrepreneurship as a source of income and catalyst for the restoration of dignity
for Black individuals, both in the media and financially. The study also explores
the relationship between fashion, digital social media, and consumers, exploring
concepts such as territoriality and infoterritoriality to understand how Instagram
has become a space of flows and territorial relationships, allowing interactions
between users and brands. The transformation of communication and society in
the digital world is analyzed, as well as the importance of building a consistent
and authentic brand image. Lastly, an analysis of the LAB brand campaigns is
conducted, highlighting their innovative and progressive approach. LAB's
campaigns promote excellence, inclusion, and diversity, breaking stereotypes
and conveying messages of resilience and empowerment. Through the
representation of Black and curvy models, as well as the inclusion of artists and
individuals benefiting from social projects, the brand aims to disrupt traditional
industry standards and build a more inclusive society, valuing diversity in all its
forms. These campaigns exemplify the positive impact that the fashion industry
can have by providing space and visibility for all, contributing to the construction
of a more egalitarian and representative society.
KEYWORDS: ANTIRACIST ADVERTISING; INSTAGRAM; BLACK; AFRO-
ENTREPRENEURSHIP; INFOTERRITORIALITY.
