erything is an #ad? The subtle and complex dimensionof everyday advertising

Abstract

The rise of participatory culture and digital prosumerism has transformed the dynamics of marketing and communication in the 21st century. Social media has changed the ways people communicate, buy, and perceive themselves, leading a growing number of individuals to want to see and be seen. From this perspective, applications such as Instagram and TikTok are configured as “panoptic diaries” and attract millions of people around the world, acting as platforms of great social and economic relevance in Surveillance Capitalism. In it, amateurs use visibility strategies to share their daily lives on digital social networks and strengthen their influence within their audiences, a configuration that transforms “ordinary” into communicators and reach thousands of followers, as celebrities do, and may even become one of them. Such sociocultural transformations drive significant changes in “advertising” and in what is considered de facto advertising, making us question, for example, whether sharing fragments of our daily lives is covered by this concept. This qualitative research problematizes the overflow of an everyday, porous practice intertwined with the routine of subjects deeply involved in new marketing and communication logics, in what we can call Everyday Advertising or Routine Advertising.