Construcción discursiva del consumo cosmético en TikTok: análisis de contenidos y su relación con la cosmeticorexia

Abstract

This research analyzes the relationship between cosmetic product content disseminated on TikTok by content creators and makeup brands, and the development of practices associated with cosmeticorexia. Using a qualitative approach and digital content analysis, the narratives, discursive strategies, and communicative resources present in this content are examined, in conjunction with semi-structured interviews with experts to support the main analysis. The analysis is conducted using a data sheet and a cross-referencing matrix to identify these elements, considering denotative, connotative, and discursive dimensions. The findings demonstrate that TikTok functions as a digital ecosystem where industry discourses, creators, and audiences converge, producing and reproducing narratives about beauty and aesthetic consumption. Furthermore, the analyzed discourses tend to normalize the constant and extensive use of cosmetic products, integrating them into daily life and positioning them as a habit, which is linked to the phenomenon of cosmeticorexia. This normalization is reinforced by discursive and visual strategies of legitimation, authority, and discursive and visual evidence, which influence the perception of body image and consumption practices. This research contributes to the understanding of digital content from the field of social communication, demonstrating how it operates as a space for the production of meaning. In this sense, it concludes that the discursive dynamics present on the platform contribute to the configuration of cosmeticorexia as a sociocultural phenomenon linked to contemporary digital culture.