TECHNOLOGICAL ERA

GENDER PERFORMANCE AS DIGITAL PERFORMANCE – DIGITAL INFLUENCERS, ALGORITHMS, AND NEW SOCIABILITIES

Abstract

The diffusion of digital social networks and the intensified focus on oneself and others have emphasized aspects of the body as something to be shaped and disciplined in pursuit of an ideal standard: slim, toned, and youthful. This has led to greater visibility and surveillance. The body’s image becomes monetized and gains the power to influence other bodies. In this sense, it is important to consider the ease with which influencers disseminate information about specific products, diets, behaviors, etc., facilitating audience choices due to the variety available in the market. The digital content produced by influencers/creators is no longer just a marketing tool for brands; it also serves as a driving force for the economy, working for their audience, the community they have built, and occupying a central role in this logic. This dissertation aims to discuss entrepreneurial performances based on discourses about the body produced on the Instagram platform by digital influencers from the city of São Bernardo, Maranhão, Brazil. These are women who create content about their daily lives while simultaneously engaging in self-entrepreneurship. In doing so, they generate financial income that legitimizes their discourse around the pursuit of a healthy, yet standardized body, associating it with well-being