Redes sociais e consumo: o impacto da publicidade de intervenção estética sobre a liberdade de escolha da mulher

Abstract

The work addresses the impact exerted by advertising, on social networks, on the freedom of choice for women in the consumption of aesthetic intervention. establishes the woman as a consumer immersed in a society, based on values ​​of a phallocratic dominant culture. Demonstrates how advertising adapts to digital social media platforms to promote new consumer appeals. It highlights the culture of consumption, within social networks, and its impact on user relationships and dynamics. It seeks to carry out a critical reflection on how the algorithmic action of the platforms influences the construction of the will of the consumer. To analyze the consumer's freedom, in the digital sphere, from a policy on citizenship and Fundamental Human Rights, by Law No. 8.078/1990 and Law No. 12,965/2014. Finally, it demonstrates the impact that the idealization of stereotypes marketing aesthetics about the female body has in the self-affirmation of consumer behavior and consumption habits. The deductive method and theoretical-bibliographic research are used to develop this research