Os influenciadores digitais e a sociedade de consumo: as situações em que poderão responder civilmente por danos ocasionados aos seus seguidores

Abstract

We sought to delimit the situations in which digital influencers could respond civilly for any damage caused to their followers as a result of their acts and conduct. At first, we opted for the analysis and contextualization of the operationalization of consumption and the details resulting from it, based on an analysis of the work of Zygmunt Bauman. A deepening of the advent of the Internet and the way in which this mechanism corroborated for the emergence of digital influencers was carried out, with the subsequent deepening of who these figures are. From this point, it was possible to extract two different types of activities carried out by digital influencers: those in which they act as a showcase for brands and those that convey acts of opinion or self-promotion. Finally, we sought to establish a conceptualization of the institute of civil responsibility, under the categories of subjective and objective responsibility, as well as a deepening of the Consumer Protection Code. In this context, the way in which the different types of activity carried out by influencers relate to the institute of civil liability was analyzed, with a deepening in the theme of the figure of the digital influencer as a supplier and in the distinction of the different types of publicity conveyed