Estética e consumo na sociedade contemporânea: o papel dos influenciadores digitais no fomento ao consumo de serviços cirúrgico-estéticos

Abstract

This work deals with how digital influencers act in the 21st century by encouraging the consumption of surgeries for aesthetic purposes. The objective is a historical analysis of the construction of beauty ideals over time and their meanings in the social context, such as power and sexuality; and also, as the influence of the most prominent digital personalities is more effectively disseminated with the advent of social media. For this, we will use, above all, the historical method, analyzing processes of formation of society and institutions of the past to, finally, seek to understand under the auspices of authors of sociology such as Bourdieu, Byung Chul Han, Bauman and Baudrillard. In the same area of the aforementioned authors, among others, we will bring the perspective of Brazilian consumer law, exposing the guiding principles that regulate consumer relations, such as, for example, the principle of transparency and of good faith. In view of this, we will expose two events of relevance to this work that portray the current modern reality, reproducing a physical stereotype that is unlikely to be reached naturally, but only with surgical aesthetic interventions