O mundo dos YouTube influencers em Portugal: uma perspetiva culturalista
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2019
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A investigação apresentada estuda o fenómeno dos youtubers, em Portugal, mais precisamente, a forma como as suas produções e as suas próprias figuras configuram a cultura.
Para tal, foram selecionados quatro youtubers mediáticos, Wuant, D4rkFrame, SirKazzio e Sea3p0. E, com base no bloco categorial de “uma ontologia do presente” (Focault), desenvolvido pelo filósofo alemão, Peter Sloterdijk, o estudo serve-se da Análise de Discurso, para, à luz das suas categorias ontológicas de desinibição, mimo, desoneração, analisar um vídeo de cada criador de conteúdo, em foco. O estudo propõe-se, ainda, adicionar àquelas, a categoria que designa por infantilização.
Com vista a perceber a perspetiva cultural dos youtubers procedeu-se à revisão teórica do conceito de cultura, cibercultura, cultura participativa, entre outros termos relacionados.
Numa perspetiva de ordem axiológica, o presente estudo interessa-se por conhecer valores, costumes e práticas dos youtubers, além de pretender estabelecer e propor alguns eventuais efeitos das suas produções sobre o “imaginário social”. E, por isso, é elaborada uma revisão de literatura sobre o relativismo moral e sobre o conceito mencionado, de imaginário social.
Contudo, a complexidade do universo do YouTube requer uma descrição do funcionamento da rede e de outras particularidades. E, por esta razão, a investigação qualitativa abarca uma descrição, resultante de uma pesquisa documental, sobre a plataforma e os youtubers.
De forma complementar, serão averiguadas as audiências, predominantemente, compostas por adolescentes, de cada youtuber, em estudo. Além disso, a partir das Tendências do YouTube, foi apurada a frequência com que estes surgiam, de forma a comprovar o seu sucesso e impacto, na comunidade portuguesa do YouTube.
A partir da reunião dos dados recolhidos e das análises efetuadas, será possível comprovar que os youtubers integram a cultura contemporânea, em regime de convergência e complemento com os media tradicionais. Procura-se, neste trabalho, contribuir para examinar os valores e comportamentos que difundem, propondo-se uma reflexão sobre os modos como podem constituir-se como influências negativas ou, no mínimo, muito discutíveis, sobre os seus públicos, maioritariamente compostos por jovens adolescentes.
The research studies the phenomenon of youtubers, in Portugal, more precisely, the way their productions and their own figures shape the culture. For that, four mediatic youtubers, Wuant, D4rkFrame, SirKazzio and Sea3p0 were selected. And, based on the categorial block of "an ontology of the present" (Focault), developed by the german philosopher, Peter Sloterdijk, the study uses the Discourse Analysis, according to its ontological categories of disinhibition, indulgence, dismissal, in order to analyze a video from each creator in focus. The study also proposes to add to those, the category that calls infantilization. In order to perceive the cultural perspective of the youtubers, the theoretical revision englobes the concepts of culture, cyberculture, participatory culture, among other related terms. In a perspective of axiological order, this study is interested in knowing values, customs and practices of the youtubers, besides intending to establish and propose some possible effects of their productions on the "social imaginary". And, therefore, a literature review on moral relativism and on the mentioned concept of social imaginary is elaborated. However, the complexity of the YouTube universe requires a description of the network's operation and other particularities. And for this reason, qualitative research includes a description, resulting from documentary research, on the platform and youtubers. In a complementary way, the audiences of each youtuber, which are predominantly composed by teenagers, will be investigated. In addition, from the YouTube Trends, the frequency with which they emerged was corroborated, in order to prove their success and impact in the portuguese YouTube community. From the congregation of the collected data and the analyzes made, it will be possible to prove that the youtubers integrate the contemporary culture, in a regime of convergence and complement with the traditional media. This work seeks to contribute to the study of the values and behaviors that they disseminate, proposing a reflection on the ways in which they can be constituted as negative or at least very debatable influences on their public, mostly composed by young adolescents.
The research studies the phenomenon of youtubers, in Portugal, more precisely, the way their productions and their own figures shape the culture. For that, four mediatic youtubers, Wuant, D4rkFrame, SirKazzio and Sea3p0 were selected. And, based on the categorial block of "an ontology of the present" (Focault), developed by the german philosopher, Peter Sloterdijk, the study uses the Discourse Analysis, according to its ontological categories of disinhibition, indulgence, dismissal, in order to analyze a video from each creator in focus. The study also proposes to add to those, the category that calls infantilization. In order to perceive the cultural perspective of the youtubers, the theoretical revision englobes the concepts of culture, cyberculture, participatory culture, among other related terms. In a perspective of axiological order, this study is interested in knowing values, customs and practices of the youtubers, besides intending to establish and propose some possible effects of their productions on the "social imaginary". And, therefore, a literature review on moral relativism and on the mentioned concept of social imaginary is elaborated. However, the complexity of the YouTube universe requires a description of the network's operation and other particularities. And for this reason, qualitative research includes a description, resulting from documentary research, on the platform and youtubers. In a complementary way, the audiences of each youtuber, which are predominantly composed by teenagers, will be investigated. In addition, from the YouTube Trends, the frequency with which they emerged was corroborated, in order to prove their success and impact in the portuguese YouTube community. From the congregation of the collected data and the analyzes made, it will be possible to prove that the youtubers integrate the contemporary culture, in a regime of convergence and complement with the traditional media. This work seeks to contribute to the study of the values and behaviors that they disseminate, proposing a reflection on the ways in which they can be constituted as negative or at least very debatable influences on their public, mostly composed by young adolescents.
Descrição
Orientação: Rui Alberto Mateus Pereira
Palavras-chave
MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, COMUNICAÇÃO, CULTURA, YOUTUBE, ESTUDOS CULTURAIS, COMMUNICATION, CULTURE, CULTURAL STUDIES, YOUTUBE