A estética kitsch como estratégia comunicativa da influenciadora Livia Nunes

Abstract

This article presents a reflection on kitsch aesthetics based on the studies of Abraham Moles and its presence on social media. The research uses as its object of study posts by digital influencer Lívia Nunes, observing how characteristic elements of kitsch, when incorporated into her visual productions, have become a strategy of communicability. Through semiotic analysis, grounded in Martine Joly, the work decodes plastic and figurative signs present in the selected images that contribute to the construction of an emotionally appealing aesthetic identity. The research highlights that kitsch, historically associated with bad taste and popular aesthetics, is re-signified in the digital environment as a tool for engagement, distinction, and symbolic consumption.