“Mulatas de farmácia”: um estudo das representações sociais sobre o clareamento de pele por parte das influencers digitais na Cidade de Maputo

Abstract

The present work entitled “pharmacy mulata ́s”: a study on the social representations of skin whitening by digital influencers in the city of Maputo. Sought to understand the social representations of skin whitening and its influence on the professional lives of digital influencers living in Maputo. The argument made in this monograph was that women do not lighten their skin just for reasons related to aesthetics, but that they have representations that they attribute to this practice. In terms of the methodology used in this study, we opted for a qualitative research method, employing semi-structured interviews as the data collection technique. The sample selected consisted of six (6) digital influencers, following the selection criterion using the case study sampling technique and the data were interpreted trough content analysis. The interpretation of the data, we used Serge Moscovici's Theory of Social Representations (1978). This theory describes how the social relationships established in everyday life result from the interaction between the subject and the object and how the process of constructing individual and collective knowledge occurs. And as a complementary theory, the theory of Èmile Durkheim (1898) was used, which presents social representations as collective mental production and makes the connection between the contents and structure of collective thought, as forms of social organization. The results of the study reveal that, for digital influencers, skin whitening is perceived as a way to address dissatisfaction with skin tone, a solution to low self-esteem issues, and a means of conforming to social beauty standards. Additionally, it was found that the social representations of skin whitening influence the professional lives of these influencers, providing them with greater visibility among followers after the whitening process