De que é feita uma me brand? Estudo de caso sobre o capital social da blogueira Camila Coelho

Abstract

This work want to investigate a new way to brand constitution called me brand. Such term is used to describe personalities that gain notoriety in social media and reach a brand value. Also are related to a relevant content production in social medias and are situated in a new category of business and entrepreneurship. This work go deepen in the exemple of Camila Coelho, active in the niche of makeup and beauty, has the has the 71st position in the Alexa ranking of most popular overrall and 3rd position in the Brazilian ranking. In order to analyze their media performativity in the constitution of a social capital, intending to understand the dynamics between identity construction, informational consume and social capital, was used the Case Study method, along with techniques of in depth interview, direct observation and data collect. The analysis was based on the theoretical model presented by Raquel Recuero (2008), in which the author proposes five core values related to information flows and building social capital, influencing the construction and maintenance of a blog. In this way, was observed that as the creation of personal space, social capital is linked to visibility, to a site of perception of performance by others. About the social interaction, it is clear that the comments are valued by the me brand blogger as a way to attest their popularity. As part of knowledge generation, it can see that the appearance, image, attitude and content production it is a validator capital of their status. The authority is part of the legitimizing aspect of social capital, and the popularity has just reinforces the previous items.