The present study sought to identify the representation of the “I” in the social networks of the artist The Weeknd, more precisely in his Instagram, through cyberculture and cyberspace and also through content analysis and semiotic analysis. Through the investigation and analysis carried out it was possible to conclude that from the perspective of Cyberculture, the artist makes his photographs available in a systematic and premeditated way and ends up reconfiguring the communication practices and the communicational landscape of the cultural industry.
Media and Society, Cyberculture, Cyberspace, Social Networks, Instagram, Marketing and TheWeeknd
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