Entre dados, moda e significados: um estudo semiótico da #boné no Instagram.

Abstract

This study aimed to use three different means to understand the cap product: data, design and meaning. The study gathered public posts from the social network Instagram that contained the hashtag #boné, then used the image and text to help understand the meanings attributed to the product. To do so, automated and manual analysis tools were used to analyze the collected posts and detect image categories, feelings expressed in the texts, counting and hashtag clouds. Open source applications were used to provide replicability of the methodological path adopted. The collected posts were published in public mode on the social network and the users were not identified for ethical reasons. The posts analyzed came from the period between 23/04/2020 and 15/11/2020, with 20,781 posts published between these dates that contained the #boné hashtag in the body of the text. The posts were filtered to find those in which the product is actually in use, which reduced the number of posts from 20,781 to 2,191 that contained at least 1 person and 1 cap in the image. The images and texts of these 2,191 posts were analyzed, with analysis of macro and micro aspects of the data. The results of the analyzes point out information of interest to the cap industry, such as which applications, models and materials were used, as well as associations of meanings attributed to the use of the cap.