BREAKING WITH OR REPRODUCING THE PRACTICE: PAID DOMESTIC WORK IN A TECHNOMAGICAL PERCEPTION WITHIN DIGITAL CULTURE

Abstract

The multiplication of cleaning brands or tools is one of the main branches of social media creations. As this first content, an objective one, follows a more subjective one constructed in terms of advertising (posts with a demographic target when the profile expands rapidly through the social network). What in the first place could look like “just a work”, portrayed inside the posts, becomes a second work: the task of doing the content that looks like work. Based on this premise, this paper aims to analyse how domestic work is portrayed inside social media as a niche of content that brings a new point of view through a work that historically takes place in a private environment. Using a qualitative methodology, a virtual ethnography was conducted by reviewing social media posts, their contents and comments, focusing on the images, videos, and phrases shared, as well as the perceptions of the people involved. This work takes place within the sociology of culture, the imaginary, and the moral, extending beyond the work itself.