MIDIAS SOCIAS COMO ESPAÇO DE CONSTRUÇÃO SIMBÓLICA: UMA ANALISE DE ESTUDO DE CASO EM CLINICAS DE ESTÉTICAS EM NAVIRAÍ.

Abstract

This study analyzes how two aesthetic clinics in Naviraí, Brazil, construct their image on social media, focusing on Instagram. The objective was to understand how the visual and textual elements of the posts contribute to the brands' positioning. The research adopted a qualitative approach and used two main techniques: Discourse Analysis, which interprets how messages are organized and what meanings are produced, and Semiotic Image Analysis, based on denotative, connotative, and symbolic levels. Four posts were analyzed, two from Dermaclin and two from Bioclin, chosen because they represent the most frequent types of content. The results show that the two clinics adopt different strategies, but consistent with their positioning. Dermaclin uses emotional language and focuses on self-esteem, while Bioclin prioritizes technical explanations and demonstrations of procedures. It is concluded that social networks function as spaces for symbolic construction, and not just for dissemination, directly influencing the public's perception of the brands.