Consumption of Images and Images of Consumption: a Reflection on the Body-as-Commodity of Digital Influencers on Instagram

Objective: This article aims to promote a theoretical reflection on the transformation of self-image and the image of others into a commodity that influences consumption in the context of digital media. Theoretical Framework: The discussion is grounded in authors who address issues related to image, consumption, and social networks. Lipovetsky (2007) discusses consumption as a model of fleeting happiness, aligning with Baudrillard’s (1995) concept of a consumer society. We also draw on Raquel Recuero’s (2009) work on social networks, which contributes to understanding the role of influencers as social actors endowed with social capital, as proposed by Bourdieu (2011). Method, Results, and Discussion: We present a theoretical reflection to explore the relationships between image, consumption, and social networks. To illustrate the concepts discussed, we selected images from the Instagram profile of digital influencer Camila Coelho. These images were chosen to exemplify themes such as personal image construction, symbolic consumption, and social capital in digital networks. Thus, the examples serve as a bridge between theory and social practice. Research Implications / Value: We believe this article has the potential to enrich the debate on consumption dynamics and image construction in social media. By connecting theoretical concepts with practical examples from an influencer's profile, the study contributes to a more critical understanding of influencers as cultural mediators and holders of symbolic capital. Furthermore, it suggests avenues for future empirical research focused on analyzing internet-based consumption.