Feminismo de mercado e suas interseccionalidades e diversidades nas redes: A Trajetória Empreendedora de Ana Fontes

Resumo (EN)

This dissertation investigates the articulations between marketplace feminism, intersectionality, and digital communication, focusing on the entrepreneurial performance of Ana Fontes on the social network Instagram. The general objective is to analyze how the discourse of female empowerment produced by the entrepreneur constructs an intersectional narrative and how it dialogues with the platform logics of visibility and monetization. The theoretical framework is based on discussions regarding marketplace feminism and platform capitalism (Banet-Weiser, 2012b; Costa, 2018; Lins, 2021), as well as black feminism and intersectionality perspectives (Carneiro, 2019; hooks, 2015; Ribeiro, 2018). The central hypothesis argues that Ana Fontes' discourse represents a hybrid form of communication: while it challenges the traditional model of marketplace feminism by incorporating inclusive and collective agendas of Black women and those from peripheral communities, it ultimately adapts to the performance metrics and symbolic consumption of the digital ecosystem. Methodologically, the research utilizes Content Analysis (Bardin, 2011), with a timeframe focusing on the posts from the entrepreneur's profile during the year 2024. Partial results indicate that the analyzed trajectory reflects the ambivalence of digital culture, oscillating between the potential for social transformation and absorption by practices of self-promotion and symbolic capital.