From the butchery to the Academy

aestheticization and vigilance at Friboi’s Meat Academy

Abstract

This article aims to understand how contemporary advertising is using hybrid campaigns and articulating features such as mobile marketing, branded content, social media and the capture of personal data to better promote brands and involve multi-channel, digital and global neoconsumers. It seeks to understand how these media and languages are articulated with strategies and tactics increasingly aesthetized in a context of enlarging the aesthetization of the world and neotribalization. For that, it uses the qualitative methodology and the case study technique, having as object the Friboi Meat Academy platform. In addition to pointing to the aestheticization of a historically commoditized sector, the analyzed case allows us to think how advertising, increasingly hybridized with entertainment and contents easily accessible in digital media, has favored the surveillance exercised over the data and digital traces of the consumers in a “personal data market” that has been greatly expanded over the past decade.