Comunicação e empoderamento feminino: as estratégias e posicionamento da marca SavageXFenty no Instagram

Abstract

This work has the objective of analysing the strategies and positioning of a specific brand - the SavageXFenty, in the social media Instagram. The brand towards Instagram presents actions that show bodyactivism and women empowerment. It is visible that media convergence has grown in the internet communications and us, as users, are exposed to a ―rain of information‖, which are published everyday. This way, brands need to create strategies to differentiate themselves from the mainstream to be remembered and consumed. Through content analysis this work proposes analises rules, which have the meaning of differentiate and segmente the brand’s communicational actions in social media. By displaying the contents the reader can visualize the brand positioning, which is inclusive and humanized. Also, it promotes the women empowerment process and bodyactivism.