La sensación de la favela: a performance latina de Anitta como estratégia de projeção internacional

Abstract

This paper centers on the brazilian singer Anitta's media persona and aims to investigate the ways in which the artist has appropriated the latinity conventions through her performance as a plan to consolidate herself into both the Latin American and global music markets. It is expected to understand the strategies for building her international image based on latin performances associated with Brazilianness, alongside the concepts of pop culture and the pop diva's media body on the net. In this paper, the concepts of post-MTV performance and music video were used, articulated with the notions of genre and the music scene. This research allowed the understanding of how songs classified as pop-peripheral, such as the brazilian funk and the reggaeton, are consolidated in the music industry by the amount of content that is spread in the digital environment, here represented by the reinforcement and disruption of clichés in Anitta's Latin performance.