Multiletramentos e publicidade em vídeos de influenciadores digitais no YouTube

Abstract

The new technologies are transforming the relationship of the social being with the world and, within this technological web, social media have stood out. The present study is part of the field of literacies, more specifically, of multiliteracies, emphasizing the importance of appropriating this concept for more critical reflections on how technologies and social media cross the social being in our contemporary society. Based on Bakhtin's dialogic perspective for the study of genre (BAKHTIN, 1988, 2003), key concepts of Social Semiotics for the discussion of multimodality (KRESS; VAN LEEUWEN 2001, 2006; KRESS, 2010; RIBEIRO, 2016, 2021) and conceptions about advertising (CARVALHO, 2000) we seek to point out which are the multimodal resources used in advertisements aired in video by digital influencers in the virtual environment. From the perspective of a Qualitative Research (POPE; MAYS, 2005) and with a Netnographic basis (KOZINETS, 2014), we analyzed three videos published by Brazilian digital influencers with a large audience on the Youtube platform. The development of the research made it possible to foster reflections on the new ways that advertising has taken to seduce and convince the public in our current society, as well as pointed out the need to have a critical look at the discourse that influencers bring in their media productions.