Identidade adulta e identidade de trabalho de influenciadoras digitais do instagram

Abstract

This study aimed to understand the construction of adult identity and work identity among Instagram digital influencers. Participated in the research eight women and one man from the state of Bahia, aged between 18 and 32. An exploratory qualitative research was conducted, and the data collection occurred online through a sociodemographic questionnaire, semi-structured interviews, and non-participant observation (over a period of 15 days). The collected data was analyzed using Thematic Analysis, grouped into the following themes and sub-themes: Perception of Adulthood: Subjective Markers and Social Markers; Technology-Mediated Work: Instagram as a Workspace, Digital Influencer as a Work Category, Work Strategies on Instagram, and Negative Aspects of Being a Digital Influencer; Work Centrality: Instrumental Work and the Connection Between Personal Life and Work. Word Clouds were also used, with the Iramuteq program, to process and visualize data from the non-participant observation of participants' stories. The results indicated that participants' perception of adulthood was related to subjective and social markers of adulthood; the dimension of work was presented as an important element for assuming adulthood, revealing a central and instrumental character in the participants' lives. The activity of digital influencers, developed on Instagram, was perceived as a job with a specific routine and individual strategies to increase visibility, reach, and expand work opportunities in partnership with brands. The work identities presented resonated with romantic-expressive, instrumental, consumerist, and managerial ethos. Non-participant observation data indicated that videos and photos predominated in stories posts, and "good morning" themes and "food" photos were common among participants. The results suggest that managing responsibilities, combined with algorithmic demands, can impact the mental health of digital influencers, affecting their self-esteem and well-being. Therefore, reflections, public policies, and interventions in the field of Psychology are necessary to support this group.