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Professional Practice; Professional Identity; Platform Capitalism; Plataformization; Instagram.
The twenty-first century has posed new challenges to historians regarding their professional practices. In the age of Artificial Intelligence, historians face increasing pressure to adapt to technological transformations and reconfigure their practices, under the risk of becoming obsolete. Between 2020 and 2022, the COVID-19 pandemic accelerated the migration of academic work to digital environments, especially platforms, catalyzing significant changes in the ways historical knowledge is communicated and shared. Within the platform space, historians were compelled to operate under the premises of platform capitalism, thus becoming part of the broader process of platformization. This research analyzes how historians trained at the Federal University of Rio Grande do Norte (UFRN) reinvent their professional practices on Instagram, facing the challenges imposed by platform capitalism and the precarization of labor in the post-digital world. Methodologically, it draws on Laurence Bardin’s Content Analysis (1977) and Bruno Leal Pastor de Carvalho’s concept of Attitude of Presence (2016), as well as the conceptual categories of platformization (Poell, Nieborg & Van Dijck, 2020), platform capitalism (Srnicek, 2016), and platform space (Srnicek, 2016).