Digital social networks for fashion, informal education and appearance from the perspective of mythical narratives: interview with Marcos Ferreira-Santos

Abstract

The interview with Marcos Ferreira-Santos, professor and researcher at the University of São Paulo, addresses the processes of informal education and the construction of appearances on digital fashion social networks from the perspective of mythical narratives, a problem little explored in Brazil. It is based on the prerogative that the media plays a central role in contemporary times in terms of community education. Conducted in October 2023, it used a semi-structured script. The nature of communication and relationships that occur in these contemporary digital environments, strongly permeated by advertising, propaganda and marketing actions, was critically discussed. It is understood that this logic contaminates and directs community educational processes, by centralizing the promotion of mass commercialization and the homogenization of appearances, aligned with the logic of capitalism. In this context, the presence of mythical narratives stands out, which are continually reproduced, contributing to the consolidation of fashion trends.