Consumption, classification systems and identity disputes in the "veganism of the periphery" of the profile @thallitaxavier on TikTok and Instagram
DOI:
https://doi.org/10.48006/2358-0097/V10N1.E101008Keywords:
consumption; cultural mediation; veganism; digital influencers; low income groups.Abstract
The article aims to understand the meanings of the "veganism of the periphery" presented in the profile @thallitaxavier and how this lifestyle is disseminated on social media TikTok and Instagram. In this context, it was possible to observe the way in which the phenomenon of consumption appears as a place of identity disputes and negotiations about what is "to be peripheral", within a flow of cultural mediation. From ethnographic research, content prepared by the "digital influencer" Thallita Xavier in the mentioned media was analyzed, also observing interactions with the public in the comments. Among the results, it`s possible to highlight the intention of placing " veganism of the periphery" in the context of an afrodiasporic culture, the adoption of this lifestyle as a means of confronting social exclusion, and the affirmation of consumption as "choice", and not as a result of an inevitable "material deprivation".
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