Põe na Roda: entre conexões e conectividades nas mídias digitais
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Data
2018-07-30
Autores
Corrêa Mazoti, Patrícia Aurora [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
As experiências subjetivas da contemporaneidade são compostas pela conexão contínua mediada pelas mídias digitais. Além da conexão, outro elemento tem se tornado cada vez mais expressivo na sociabilidade on-line: a conectividade. Pensando nesses aspectos, através de estudos de recepção e da etnografia on-line, a presente pesquisa objetiva analisar de que forma a cultura da conectividade tem se expressado nas plataformas de sociabilidade a partir do canal Põe na Roda. Através do estudo de recepção dos conteúdos do canal no YouTube, é possível perceber que transformações recentes alteraram a estrutura dessa plataforma, o que, por sua vez, se reflete na diluição de seu ideal participativo e em sua aproximação com a indústria do entretenimento. Nesse processo, subjetividades não-normativas passam a ser utilizadas como estratégia na arregimentação de negócios, sobretudo na área de comércio e serviços. A paródia e o riso midiatizado produzido pelo Põe na Roda apresentam-se como a alma do negócio, uma vez que são responsáveis por seduzir inúmerxs seguidorxs/consumidorxs, ao mesmo tempo que insere a transgressão não autorizada na ordem do discurso, contribuindo, assim, para a normatização da conexão nas mídias digitais. Entretanto, embora as plataformas estejam se projetando cada vez mais para o estímulo à conectividade, xs usuárixs não se colocam como meros figurantes desse processo. Na etnografia on-line realizada a partir do grupo Ajuda, Põe na Roda alojado no Facebook, a conexão se mostra como uma alternativa à construção de outros discursos que desafiam às normas sociais vigentes, esses que se colocam na arena de disputas entre os diversos campos discursivos sobre sexualidades no Brasil. Dessa forma, se, por um lado, esses dados apontam para o potencial econômico que as mídias digitais passaram a representar para as empresas e segmentos como o turismo; por outro, indicam a construção e consolidação de uma sociabilidade on-line, essa que se desencadeou devido a popularização do acesso à internet, da utilização das mídias digitais, e, sobretudo, com a possibilidade de conexões apresentadas pelas plataformas.
The subjective experiences of contemporaneity are composed of the continuous connection mediated by digital media. In addition to the connection, another element has become increasingly expressive in on-line sociability: the connectivity. Thinking about these aspects, through reception studies and on-line ethnography, the present research aims to analyze how the culture of connectivity has been expressed in sociability platforms from the Põe na Roda channel. Through the channel content reception study on YouTube, it is possible to see that recent transformations have altered the structure of this platform, which, in turn, is reflected in the dilution of its participatory ideal and its approach to the entertainment industry. In this process, non-normative subjectivities are used as a strategy in the regimentation of business, especially in the area of commerce and services. The parody and the mediatized laughter produced by Põe na Roda present themselves as the soul of the business, since they are responsible for seducing countless followers / consumers, while at the same time inserting unauthorized transgression into the order of discourse, thus contributing to normalizing the connection in digital media. However, while the platforms are increasingly projecting themselves toward the stimulation of connectivity, users do not stand as mere extras in this process. In the on-line ethnography held from the Ajuda, Põe na Roda group hosted on Facebook, the connection is shown as an alternative to the construction of other discourses that defy the prevailing social norms, which are placed in the arena of disputes between the various discursive fields on sexualities in Brazil. Thus, if, on the one hand, these data point to the economic potential that digital media came to represent for companies and segments such as tourism; on the other hand, indicate the building and consolidation of an online sociability, which was triggered by the popularization of Internet access, the use of digital media, and, above all, the possibility of connections presented by the platforms.
The subjective experiences of contemporaneity are composed of the continuous connection mediated by digital media. In addition to the connection, another element has become increasingly expressive in on-line sociability: the connectivity. Thinking about these aspects, through reception studies and on-line ethnography, the present research aims to analyze how the culture of connectivity has been expressed in sociability platforms from the Põe na Roda channel. Through the channel content reception study on YouTube, it is possible to see that recent transformations have altered the structure of this platform, which, in turn, is reflected in the dilution of its participatory ideal and its approach to the entertainment industry. In this process, non-normative subjectivities are used as a strategy in the regimentation of business, especially in the area of commerce and services. The parody and the mediatized laughter produced by Põe na Roda present themselves as the soul of the business, since they are responsible for seducing countless followers / consumers, while at the same time inserting unauthorized transgression into the order of discourse, thus contributing to normalizing the connection in digital media. However, while the platforms are increasingly projecting themselves toward the stimulation of connectivity, users do not stand as mere extras in this process. In the on-line ethnography held from the Ajuda, Põe na Roda group hosted on Facebook, the connection is shown as an alternative to the construction of other discourses that defy the prevailing social norms, which are placed in the arena of disputes between the various discursive fields on sexualities in Brazil. Thus, if, on the one hand, these data point to the economic potential that digital media came to represent for companies and segments such as tourism; on the other hand, indicate the building and consolidation of an online sociability, which was triggered by the popularization of Internet access, the use of digital media, and, above all, the possibility of connections presented by the platforms.
Descrição
Palavras-chave
Põe na Roda, Mídias digitais, Cultura da conectividade, Sexualidades não-normativas, YouTube, Humor, Digital media, Culture of connectivity, Non-normative sexualities