A moda como estratégia de comunicação: a cantora Lizzo e sua participação no movimento Body Positive

Abstract

The present work was developed to understand how the singer Lizzo appropriates the Body Positive movement to consolidate her image, based on the justification of expanding the debate regarding the diversity of existing bodies. To do this, it was necessary to explore the concepts of communication strategies and personal image, as well as understanding what the Body Positive movement is and understanding the construction of Lizzo's image in the Body Positive movement, to then observe in what ways the clothing of the artist in important music industry awards is related to her speech about body positivity. The research is exploratory and descriptive in nature, which uses elements of bibliographical research to guarantee a knowledge base on communication strategies to understand the relationship between Lizzo's personal image and the Body Positive movement. To meet the established objectives, publications made on the singer's Instagram account before, during and after the 2022 VMA and 2023 Grammy ceremonies were analyzed. From the analysis of 13 posts, it was possible to identify that the communications department de Lizzo developed a publication structure during events to maintain her image so that her message continues to be transmitted through her actions, strengthening her image and reputation.