Jornalistas de moda: transformações e desafios na Era Digital

Abstract

This study aims to analyze the shift in fashion journalism coverage and the transformations and challenges imposed by the digital age. With the intensification of the digitization of communication and the rise of digital platforms, this study seeks to understand how renowned fashion journalists have conducted their careers, how the social capital they have built is manifested and mobilized in the digital environment, and what new possibilities of practice are taking shape for contemporary fashion journalism. From the perspective of social media platform dynamics (Van Dijck, Poell e Nieborg, 2020), social capital theory (Bourdieu, 2011), and the culture of convergence (Jenkins, 2006), this study combines a qualitative approach with the method of netnography, or digital ethnography (Kozinets, 2014). We analyze the professional trajectories and online content of journalists Lilian Pacce, Patrícia Carta, and Victoria Ceridono, drawing on their social networks, interviews, reports, and editorial records, with the aim of identifying how platformization has influenced their trajectories, the social capital developed, and the professional paths they pursued. Overall, it was observed that the journalists adopt distinct stances toward the dominant logics of social networks, prioritizing values of depth, curation, and cultural repertoire. While Lilian Pacce demonstrates a “partial decoupling” from platforms to focus on curation and cultural projects, Victoria Ceridono is deeply shaped by platformization, moving toward digital entrepreneurship. Patrícia Carta, in turn, integrates platforms as an extension and support to her solid editorial work.