“That’s the end of our chapter in the United States”: neoliberalism, the happiness imperative, and return migration narratives among Brazilian immigrant influencers on YouTube

Abstract

This article examines the return migration narratives of Brazilian influencers on YouTube, using the case of Geraldo Afonso, creator of the channel “Viver na América.” By comparing two 2025 videos—one highlighting perceived advantages of living in the United States and the other announcing his return to Brazil—the study details how the influencer’s performance expresses neoliberal ideas of individual success and the pursuit of happiness. It specifically argues that Afonso’s content, by valuing consumption and individual resilience, constructs an idealized vision of migration, while understating frustrations and systemic pressures, such as stricter anti-immigration policies during Donald Trump’s second presidential term in 2025. The analysis ultimately explores how Afonso’s narratives support dominant discourses about the “American Dream.”