Resumo:
This research analyzes how the Vida Além do Trabalho (VAT) movement is constructed on TikTok through the activity of influencer and politician Rick Azevedo. The study seeks to understand how the platform, its logics, and its sociotechnical conditions influence the organization of the movement and the constitution of the enunciator. To achieve this, it employs netnographic procedures, content analysis applied to a corpus of 216 videos, and discourse analysis, focusing on two distinct periods: 2023, when the viral video propelled VAT, and 2025, when Azevedo was already serving as a city councilor. The results indicate that the platform’s grammar guides formats, narratives, and engagement strategies, while the algorithm facilitates initial dissemination but imposes limitations on continuity and cohesion, requiring articulation across other media. The research also identifies that Rick Azevedo plays a central role in legitimizing VAT, building his authority first through identification with the audience and later through institutional credibility. It concludes that the case illustrates transformations in contemporary modes of political mobilization and highlights the need to deepen analyses on how algorithms and platform governance impact social movements.
