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Universidade Federal Do Rio Grande Do Sul Faculdade De Biblioteconomia E Comunicação Programa De Pós-Graduação Em Comunicação E Informação UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL FACULDADE DE BIBLIOTECONOMIA E COMUNICAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO E INFORMAÇÃO Stefanie Carlan da Silveira A CULTURA DA CONVERGÊNCIA E OS FÃS DE STAR WARS: UM ESTUDO SOBRE O CONSELHO JEDI RS Porto Alegre, RS 2010 Stefanie Carlan da Silveira A CULTURA DA CONVERGÊNCIA E OS FÃS DE STAR WARS: UM ESTUDO SOBRE O CONSELHO JEDI RS Dissertação apresentada ao Programa de Pós- Graduação em Comunicação e Informação da Universidade Federal do Rio Grande do Sul (PPGCOM/UFRGS) como requisito parcial para obtenção do título de Mestre. Orientador: Prof. Dr. Alex Fernando Teixeira Primo Porto Alegre, RS 2010 UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL FACULDADE DE BIBLIOTECONOMIA E COMUNICAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO E INFORMAÇÃO A Comissão Examinadora, abaixo assinada, aprova a Dissertação de Mestrado A CULTURA DA CONVERGÊNCIA E OS FÃS DE STAR WARS: UM ESTUDO SOBRE O CONSELHO JEDI RS elaborada por Stefanie Carlan da Silveira como requisito parcial para obtenção do grau de Mestre COMISSÃO EXAMINADORA: Alex Fernando Teixeira Primo, Prof. Dr. (UFRGS) (Presidente/Orientador) Nilda Aparecida Jacks, Profª. Drª. (UFRGS) Elisa Reinhardt Piedras, Profª. Drª. (UFRGS) Adriana da Rosa Amaral, Profª. Drª. (UTP) Porto Alegre, 22 de março de 2010. AGRADECIMENTOS No livro Pedagogia da Autonomia, Paulo Freire afirma que gosta de ser gente porque sabe que a construção de nossa presença no mundo não se dá no isolamento. Assim também penso eu, ciente de que a construção do meu ser ocorre e é influenciada por cada interação pela qual passo nesta vida. Assim, seria prudente que os agradecimentos desta página fossem dirigidos a todos aqueles que um dia passaram pelo meu caminho e deixaram em mim uma parte do que são e levaram com eles uma parte do que eu sou ou fui. No entanto, mesmo sabendo da importância de todas as criaturas com quem já troquei meia dúzia de palavras, não me isento de delegar diferentes valores aos que deixaram marcas mais perenes, aos que amo com toda minha capacidade de ser e aos que colaboram de forma definitiva para o que sou hoje. Sendo assim, devo começar pelo responsável por tudo, pelo Pai, pela fonte de conforto em todas as horas que preciso: Deus. Conduz os meus passos nos Teus caminhos, para que as minhas pegadas não vacilem. Preciso agradecer também àqueles sem os quais essa dissertação não existiria, porque eu também não poderia ser quem sou: meus pais. São vocês os responsáveis por esta caminhada, pela continuidade dos meus passos e pela constante tentativa de honrá-los. Obrigada por cada segundo dedicado a mim. Se comecei pelos mestres nada mais justo do que continuar com eles e, desta forma, é preciso prestar honras ao orientador, professor e amigo Alex Primo. Muito obrigada pela paciência, dedicação, sapiência e pelas sementes “ciberculturais” que plantaste na minha trajetória de aprendizado. Quero ainda me remeter àquelas que colaboram para que eu conclua mais uma etapa na minha formação, professoras Adriana Amaral, Elisa Piedras e Nilda Jacks, que tão gentilmente aceitaram participar da minha banca, dedicaram seu tempo à leitura do meu trabalho e colocam a minha disposição seus conselhos e apontamentos para contribuir com meu crescimento enquanto pesquisadora da comunicação. 4 Não posso deixar de lado a Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) que me ofereceu a possibilidade de realizar o Mestrado da melhor forma possível e com toda dedicação necessária. Nesta mesma linha, meu agradecimento à Universidade Federal do Rio Grande do Sul (UFRGS), universidade pública, gratuita e de qualidade; ao Programa de Pós-Graduação em Comunicação e Informação (PPGCOM) que me acolheu e me ofereceu excelentes condições para a realização desta pós-graduação; e aos professores do Programa que foram responsáveis pela des-re-territorialização de certezas e incertezas, primordial a todo mestrando. Aos colegas de PPGCOM, em especial Márcia, Cristine, Natália, Lourdes, Adriana e Anna, e de Laboratório de Interação Mediada por Computador (LIMC), muito obrigada por dividirem comigo períodos muito importantes destes dois anos. A minha família que soube compreender minha distância e ausência necessárias. A todos os meus amigos, peças fundamentais para a minha manutenção do gosto pela vida. Em especial, aos que foram responsáveis por momentos determinantes na minha caminhada nos últimos dois anos: Daniel Petry, Bruno Celidônio, Thiago Falcão (que motivou a tentativa de ser criativa nos agradecimentos), Patrícia Iuva, Danuza Matiazzi, Tanara de Araújo, Carlos Baum, Carolina Carvalho, Henrique Dallmeyer, Sandra Bordini, Aline de Campos e Silvana Silva. Considerando a melhor companhia que qualquer humano pode ter neste mundo, não poderia deixar de lado Jimmy, Layla, John, Paul, George, Ringo, Yoko e Lucy, a mais nova integrante na trupe canina que faz a minha vida mais feliz. Por último, mas não menos importante, agradeço aos membros do Conselho Jedi do Rio Grande do Sul que aceitaram participar da pesquisa e tão gentilmente colaboraram com informações sempre que foi necessário. “A million workers working for nothing You better give 'en what they really own We got to put you down When we come into town Singing power to the people”. John Lennon . RESUMO A cultura da convergência abarca a questão tecnológica do fluxo de conteúdos, ocorrendo através de múltiplos suportes midiáticos e as questões de mudança de comportamento do público, que se apropria das redes digitais para buscar de diferentes experiências de entretenimento e de informação. Os sujeitos buscam um produto midiático que não se finde na sua própria exibição, mas sim proponha conteúdos que vão além de um único dispositivo de distribuição e necessitem do engajamento do público para que aconteçam efetivamente. Os fãs são personagens centrais da mudança na forma de operar da mídia de massa por serem pioneiros na adaptação às novas tecnologias de comunicação e informação e nos processos de produção e consumo participativos. A partir disso, esta pesquisa busca um olhar sobre as interações que fazem parte do comportamento dos fãs, tanto nas relações entre eles quanto com a indústria midiática. Para tanto, estudam-se os fãs de Star Wars, mais especificamente, os membros do Conselho Jedi do Rio Grande do Sul (CJRS), a fim de que através de um objeto empírico, consolidado e permanente se possa investigar o comportamento deste grupo no contexto de cultura da convergência, onde as interações entre eles e com o mercado de mídia são transformadas. Palavras-chave: Fãs; Cultura da Convergência; Star Wars; Conselho Jedi. ABSTRACT The convergence culture includes the technological issue of the content flow going through multiple media and the issues of changes in public behavior which appropriates itself of the digital networks seeking for different experiences of entertainment and information. The individuals look for a media product that doesn‟t finish itself in its own exhibition, but propose content that go beyond a single distribution device and require the engagement of the audience to actually happen. The fans are central characters in the change of mass media operating way because they are pioneers in adapting the new technologies of communication and information and in participatory processes of production and consumption. From this, this research seeks a look at the interactions that are part of the behavior of fans, both in relations between them and with the media industry. To this end, the Star Wars fans are studied, more specifically, the members of the Jedi Council of Rio Grande do Sul (CJRS), so that through a consolidated and permanent empirical object, it became possible to investigate the behavior of this group in the convergence culture context where the interactions between them and the media market are changed. Keywords: Fans; Convergence Culture; Star Wars; Jedi Council. LISTA DE FIGURAS Figura 1 - Representação do gráfico da cauda longa a partir do conceito de Anderson (2006). ...................................................................................................................................... 43 Figura 2 - Reprodução da capa do fanzine de Star Trek, Interphase 3, de 1975. ............. 90 Figura 3 - Reprodução do site de slash fictions Saint Seiya Dreams. ............................... 91 Figura 4 - Reprodução de cena do trailer para um filme de Thundercats, criado por fãs. ............................................................................................................................................ 92 Figura 5 - Reprodução de cena do fan film de Senhor dos Anéis “The Hunt for Gollum”. ..... 93 Figura 6 - Clipe musical criado por fãs com da série de TV LOST. ........................................ 94 Figura 7 - Fan art baseada no personagem Harry Potter......................................................... 95 Figura 8 - Reprodução do site Legendas.tv .............................................................................. 97 Figura 9 - Cartaz do fan film Revelations ............................................................................... 116 Figura 10 - Reprodução do filme Reign of the Fallen ............................................................ 116 Figura 11 - Cena do filme George Lucas In Love .................................................................. 117 Figura 12 - Quadrinhos feitos por fãs de SW Star Family Wars ............................................ 118 Figura 13 - Quadrinho de humor sobre Star Wars ................................................................
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