Young people and digital influencers: narrative consumption, identity performances, and tensions between aspiration and reality

This article investigates how young people aged 16 to 20 from the metropolitan region of São Paulo engage with content produced by digital influencers. Based on an exploratory study, it analyzes consumption practices, motivations, and perceptions associated with these narratives. The results indicate that influencers play multiple roles — from entertainment to inspiration — and are perceived by young people as both a source of encouragement and pressure. The analysis reveals tensions between aspiration and reality, especially in light of meritocratic ideals and structural inequalities. The study reinforces the importance of understanding these narratives as symbolic devices that shape youth identity formation in a deeply mediatized culture.