Discursive ethos in digital influencer's publiposts: implicatures in social media discourse

Abstract

This research project proposes to analyze how the discursive ethos based on digital influencer's publiposts impacts in social media discourses. The project is based on the theoretical-methodological apparatus of the French Discourse Analysis and has the specific objective of analyzing the discursive ethos (MAINGUENEAU, 2018, 2020) of Brazilian digital influencers, that is, analyzing the image they project about themselves in publiposts whose themes deal with the lifestyle considered "healthy" and "beautiful". It is considered that, in these publiposts, at the same time as the influencer advertises a product on her profile, she also reinforces her personal image. To this end, we will also consider notions that orbit ethos and publiposts, such as scenography (MAINGUENEAU, 2015, 2016, 2020), hypergenre (MAINGUENEAU, 2015), discourse technogenre and technolinguistic materialities (PAVEAU, 2022). The set of material consists of thirty publiposts which were disclosed by renowned Brazilian influencers on Instagram that promote health and/or beauty products, such as collagen gummies, protein drinks, vitamins in capsules, contact lenses and more. Since the project should address how the interaction between the identity designed by the influencer and the advertising function of the post occurs, it will also contribute to the studies on publipost as a digital genre.