Communication advisory on BBB

The role of Juliette Freire's ADMs on Instagram

Authors

DOI:

https://doi.org/10.31501/clogia.v16i1.14236

Abstract

This research aims to understand the strategies of communication advisors for the construction of Juliette Freire's image on Instagram during her participation in Big Brother Brazil 21. To this end, the specific objectives are: to remember the trajectory of the advisory communication of BBB 21 participant Juliette Freire; to describe the communication strategies used by the participant's staff; to comment on the media representation strategies used by the advisory team; and also to expose how and if the growth in the number of followers affected the communication strategies used by Juliette's team. The work is qualitative-quantitative and used the content analysis proposed by Bardin (2016) to analyze the data. This research contextualizes some communication strategies supported by authors such as Marcélia Lupetti, John B. Thompson, Martha Gabriel and Rafael Kiso, and the attributions of a advice of communication and Big Brother Brazil. It is evident that Juliette has become a remarkable case of digital communication and therefore analyzing the strategies used in this trajectory became relevant for this research.

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Author Biographies

Eduarda Corrêa Ramos, Universidade Franciscana, Santa Maria, RS, Brasil

Acadêmica do Curso de Publicidade e Propaganda – Universidade Franciscana.

Taís Steffenello Ghisleni, Universidade Franciscana, Santa Maria, RS, Brasil

Publicitária, Doutora em Comunicação. Professora do Curso de Publicidade e Propaganda e no Mestrado em Ensino de Humanidades e Linguagens da Universidade Franciscana - UFN.

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Published

2025-12-11

How to Cite

Ramos, E. C. ., & Ghisleni, T. S. (2025). Communication advisory on BBB: The role of Juliette Freire’s ADMs on Instagram. Comunicologia, 16(1). https://doi.org/10.31501/clogia.v16i1.14236

Issue

V. 16, N. 1, JAN./ABR., 2023

Section

Artigos Livres

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