Analysis of the Content Generated by Brazilian LGBTQIAP+ Digital Influencer in Tourism and Travel
Year: 2025
Type: article
Abstract: This study analyzed how Brazilian LGBTQIAP+ digital influencer operate on the social network Instagram, structure their posts, and contribute to the discourse on tourism and diversity. Based on a qualitative approach grounded in netnography and content analysis, five main categories of publications were identified: sharing experiences, advertising, travel tips, destination recommendations, and personal experiences. The results showed that, although the initial expectation was a more explicit promotion of LGBTQIAP+ tourism, the theme appears subtly, revealing a paradiplomatic dimension within the influencer’ communicative practices. By sharing experiences, translating lived situations into travel advice, and engaging with diverse audiences, these content creators act as non-state cultural mediators, projecting images of inclusion and hospitality that reinforce the soft power and symbolic governance of territories. The study concludes that the role of digital influencer goes beyond the promotional sphere, constituting a communicative practice that contributes to cultural diplomacy and strengthens Brazil’s image as a diverse and inclusive destination.
Source: Comunicación Cultura y Política
Language: English
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: diamond
OpenAlex ID: W7171852045