Influenciador digital: uma análise do campo publicitário e do surgimento deste novo papel institucional

Abstract

The present research seeks to understand the changes in the advertising field through the emergence of digital influencer. Based on this approach, we defined our research problem as: what are the main factors established in the advertising field in view of the emergence of a new institutional role: the digital influencer? To answer this question, we traced as general objetive of this study to investigate the changes in the advertising field in view of the relation established between agencies and digital influencers, which present themselves as a new institutional role. As specific objectives, we highlight: Outline the contours of the definition of this new institutional role of the advertising field: the digital influencer; Ponder the credibility and persuasion power of digital influencers based on Bourdieu’s concept of social capital; Verify the existing ethical implications in the advertising field from the emergence of digital influencers. The method chosen to conduct our research was cartography, with focus on Kastrup’s “attention operation” (2007), which we aligned with our objetives and research object. To support our work theoretically, we used Bourdieu’s concepts of field and social capital (2005; 1998) and institutionalization by Berger & Luckmann (1985). Based on these conceptions, we were able to understand the changes in the advertising field as well as identify the definitions of digital influencer.