Sharenting de celebridades portuguesas no Instagram

: autenticidade e publicidade

Abstract

In a contemporary era, strongly marked by the digital presence, celebrities share, on their social media accounts, experiences related to parenting or in other words, adopt sharenting practices. This dissertation focuses on the visual, textual and discursive representation of the children of six Portuguese celebrities present on Instagram. The criteria for the choice of these cases are related to the fact that they are celebrities with a high level of visibility and popularity on Instagram, where they show in a recurrent way their parental facet. On the other hand, another selection criteria is related to gender issues and for that reason, were selected for the analysis three male and three female profiles.Therefore, and with the objective of exploring if the narratives and content strategies conveyed by celebrities about their children are integrated into authentic and advertising content, it was carried out a mixed approach to content analysis. For that purpose there were analyzed 1116 contents with reference to children, present in the four Instagram formats (Post, Instastory, IGTV and Reels). The results revealed, besides other relevant aspects, that children are mostly represented in spontaneous moments of daily life, in scenarios that seem to be less staged and therefore more authentic. Another conclusion is that the content that results from a partnership or publicity is not very frequent. However, and interestingly, it was verified the existence of commercial identifications in many of the contents that are not explicitly advertising or partnership.Additionally, there were identified some differences between the content aspects posted by male gender compared to female gender. In terms of discourse, it was found that both male and female celebrities are associated with displays of affection for their children, which highlights the importance of family ties and parental values in this period marked by the pandemic.

Date of Award	23 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)