SUBJECT-POSITION AND EVERYDAY DISCOURSE IN TRAVEL AND TOURISM ADVERTISING ON INSTAGRAM

Abstract

This article advocates an analysis of the characteristics of the speech of the subject-digital influencer, in publications about travel and tourism on Instagram, when he, via the subject-form, cuts out common assumptions from the interdiscourse and brings them to the intradiscursive order. As there are different subject positions in a discursive formation, we chose to focus on the subject position defined by Grigoletto (2007) of adherence to everyday discourse, authorized according to the social place that the subject occupies as a digital influencer. We began this research with the study of social media and digital influencers, in order to better understand the role of these people and the context in which they operate. We review the concepts of social place, subject form, discursive formation, subject position and discursive place, among others inherent to the study of discourse, to understand the oscillation between subject positions. Throughout the theoretical study, we identified what are considered fixed formulas, since they are part of the construction strategies of everyday discourse. To select the research corpus, we used as a reference the influence marketing platform Influency.me (http://influency.me), which has been promoting the Influency.me Award for four years, considered the “Oscar” of digital influence. . After analyzing the theory associated with the research corpus, it was possible, in addition to understanding the subject's positions in the discursive place and confirming adherence to everyday discourse, to highlight the elements of “popular knowledge” used to mobilize the public and promote customer satisfaction. a shared knowledge whose objective is the sale of products/services. As a result, we realized that, on Instagram, the purchase/sale/dissemination relationship reaches other parameters, since the discourse of public posts is heterogeneous in its composition, it houses different voices, different orders of knowledge: its issuer assumes different positions while subject of knowledge with the aim of convincing its recipient, sometimes adhering to the advertising discourse, sometimes adhering to everyday discourse.

Keywords: discourse analysis; tourism; publiposts; Instagram; fixed expressions.