Reimaginando o autocuidado: perspectivas contemporâneas a partir de sentidos produzidos por marcas de produtos estéticos femininos no Instagram

Abstract

The present study evaluated meanings about self-care produced by brands of feminine aesthetic products on Instagram during the year 2022. The analysis focused on 20 different brands: Bars Over Bottles, Be.nato Biocosméticos, Bio Extratus, Biouté, Bumbum Cream, Care Natural Beauty, Celina Locks Beauty, Dermafeme, Foreverliss, Gummy Hair Vitamin, Hidratei, Just For You, Lavoê, N'Arte, Océane, Pink Perfect, Simple Organic, Tania Bulhões Pele, The Body Shop Brasil and We Pink. The general objective of the study sought to investigate and analyze in a comprehensive and in-depth way the meanings about self-care produced by brands of feminine aesthetic products on Instagram throughout the year 2022. The specific objectives outlined theoretically proposing the notion about self-care, analyzing the complexities and relationships that involve the Instagram platform environment and refine perspectives on feminism and post-feminism, in order to identify the relationships that permeate postmodern society and consumption intertwined with this social network. The methodology used in the study was Grounded Theory (TF), which mobilizes a categorization system in the empirical field to later allow theoretical references to emerge from theoretical sensitivity. The results of the study indicated the understanding of the meanings related to self-care, as presented by brands of feminine aesthetic products on Instagram, is influenced by the intersection of post-feminist ideals. These ideals objectify the female body, considering it as an artifact to be constantly disciplined and monitored through care practices. Furthermore, it is highlighted that the discourses that propagate this logic present a peculiarity in relation to the platform environment in which they are disseminated, as well as a performance involved in the mechanism of influence over women and a biotic notion that permeates postmodern society, considering the interaction between organism and machine. Therefore, self-care must start from a premise of conceptual and subjective reflection, manifesting itself as a life maintenance system and adapting to individual needs and the singularities of each female trajectory.