Influenciadores digitais: uma análise sobre o direito de imagem

Abstract

The research analyzes how digital influencers are authorized legally granting the use of their own image, through assignment, through of contracts to be established and the extent to which this provision is lawful. THE context of the emergence of influencers is introduced with the advent of the internet, by allowing the rapid and very brief circulation of information, messages and content, the emergence of social networks, which went viral. In this framework, the work presents an exhibition on the consumer society, an opportunity in which he exposes how society is influenced from emergence to the act of acquisition, once that this is the gear of the market: the consumer needs to consume. In this perspective of consumption, the influencers, when appearing divulging their life, their interests, their preferences, and create an identity with their high number of followers, denote notoriety for themselves, which draws the attention of companies and marks. These interested parties then see in this digital showcase an opportunity to leverage the sale of their services and products, since influencers have influence on the purchasing decision power of consumers. For that, these companies need to establish a contract with assignment of use of the image of the influencer so that you are then authorized to use their image and then launch hand of forms of dissemination. It is in this context that the idea of as a commodity, since companies/stakeholders are “buying” (in truth, establish assignment) the image of this influencer, albeit in a temporary