FASHION INFLUENCERS IN VITÓRIA DA CONQUISTA, BAHIA, BRAZIL: CONTINUITIES AND DISCONTINUITIES

Abstract

The objective of this research is to analyze continuities and discontinuities in the process of influencing and producing/reproducing tastes from fashion digital influencers in Vitória da Conquista (Bahia, Brazil) and their relationship with other nationally known ones, nowadays, and with the behavior of women from this city in the 1960s. The study was carried out based on bibliographic research, interviews with influencers in the city, reports about the history of the city in the 1960s, as well as interviews with women belonging to wealthier families who lived in that period or have memories about it. We conclude that it is possible to treat digital influence not only as a new moment of relationships based on technological increase (discontinuity), but also as an extension of social mechanisms of distinction in tastes and influential relationships from the hierarchies established prior to digital social networks (continuity).