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UNIVERSIDADE DE SÃO PAULO ESCOLA DE COMUNICAÇÕES E ARTES MARIANY TORIYAMA NAKAMURA ポップカルチャー(Poppu Karuchaa)

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UNIVERSIDADE DE SÃO PAULO ESCOLA DE COMUNICAÇÕES E ARTES MARIANY TORIYAMA NAKAMURA ポップカルチャー(Poppu Karuchaa) UNIVERSIDADE DE SÃO PAULO ESCOLA DE COMUNICAÇÕES E ARTES MARIANY TORIYAMA NAKAMURA ポップカルチャー(poppu karuchaa): mediações da cultura pop nipo- brasileira no cenário digital São Paulo 2018 MARIANY TORIYAMA NAKAMURA ポップカルチャー(poppu karuchaa): mediações da cultura pop nipo- brasileira no cenário digital Versão Corrigida (Versão original disponível na Biblioteca da ECA/USP) Tese apresentada à Escola de Comunicações e Artes da Universidade de São Paulo, para obtenção do título de Doutora em Ciência da Informação. Área de concentração: Cultura e Informação Linha de pesquisa: Apropriação Social da Informação Orientadora: Profª. Drª. Giulia Crippa São Paulo 2018 Autorizo a reprodução e divulgação total ou parcial deste trabalho, por qualquer meio convencional ou eletrônico, para fins de estudo e pesquisa, desde que citada a fonte. Catalogação na Publicação Serviço de Biblioteca e Documentação Escola de Comunicações e Artes da Universidade de São Paulo Dados inseridos pelo(a) autor(a) Nakamura, Mariany Toriyama ポップカルチャー(poppu karuchaa): mediações da cultura pop nipo-brasileira no cenário digital. / Mariany Toriyama Nakamura. -- São Paulo: M. T. Nakamura, 2018. 247 p.: il. Tese (Doutorado) - Programa de Pós-Graduação em Ciência da Informação - Escola de Comunicações e Artes / Universidade de São Paulo. Orientadora: Giulia Crippa Bibliografia 1. Cultura pop nipo-brasileira 2. Tecnologias de informação e comunicação 3. Mediação cultural 4. Cultura digital 5. Fandom I. Crippa, Giulia II. Título. CDD 21.ed. - 306 Elaborado por Sarah Lorenzon Ferreira - CRB-8/6888 MARIANY TORIYAMA NAKAMURA ポップカルチャー(poppu karuchaa): mediações da cultura pop nipo- brasileira no cenário digital Tese apresentada à Escola de Comunicações e Artes da Universidade de São Paulo, para obtenção do título de Doutora em Ciência da Informação. Banca examinadora: Prof. Dr. __________________________Instituição: _________________________ Julgamento: ________________________ Assinatura: _______________________ Prof. Dr. __________________________Instituição: _________________________ Julgamento: ________________________ Assinatura: _______________________ Prof. Dr. __________________________Instituição: _________________________ Julgamento: ________________________ Assinatura: _______________________ Prof. Dr. __________________________Instituição: _________________________ Julgamento: ________________________ Assinatura: _______________________ Prof. Dr. __________________________Instituição: _________________________ Julgamento: ________________________ Assinatura: _______________________ Aprovada em: __/__/____ RESUMO NAKAMURA, Mariany Toriyama. ポップカルチャー(poppu karuchaa): mediações da cultura pop nipo-brasileira no cenário digital. São Paulo, 2018. Tese (Doutorado em Ciência da Informação) - Escola de Comunicações e Artes, Universidade de São Paulo. Resumo: Este trabalho tem como objetivo abordar a presença da cultura pop nipo-brasileira nos meios digitais através de expressões culturais dos fãs brasileiros de mangás e animês (histórias em quadrinhos e animações japonesas, respectivamente), moda e prática cosplay, cujos conteúdos são compartilhados na internet. Desde sua inserção no Brasil, a cultura pop japonesa esteve relacionada às tecnologias de comunicação e às atividades de fãs brasileiros engajados com aquilo que consumiam. A passagem para as mídias digitais provocou mudanças nas configurações socioculturais, em que o indivíduo participa ativamente na rede, desenvolvendo maneiras distintas de uso e apropriações desses ambientes, o que consequentemente expande o campo de atuação dos fãs. Esses são considerados indivíduos que não apenas se contentam com o que recebem (apropriação passiva); mas, de maneira participativa, produzem conteúdos a respeito do universo ficcional de que são entusiastas. Este trabalho teve como processos metodológicos o estudo exploratório fundamentado em pesquisa bibliográfica dos conceitos relacionados aos avanços das tecnologias de informação e comunicação e os espaços emergentes da rede, transmídia, convergência e participação, bem como a conceitualização das expressões da cultura pop nipo-brasileira que figuram como objeto de estudo desta pesquisa. Utilizou-se também de observação do campo para levantamento de casos mais recentes de projeção das atividades do público da cultura pop japonesa no Brasil no cenário digital. Assim, diante deste cenário, considerou-se que, embora problemáticos para o âmbito da Ciência da Informação, os novos processos de comunicação e mediação cultural no cenário digital devem ser repensados, uma vez que são processos essenciais para o exercício das apropriações de expressões culturais de usuários na rede. Trabalhar em favor do acesso, produção, circulação e qualidade dessas expressões traz o sentido de pertencimento de um grupo, chave para a constituição da cultura nipo-brasileira. Palavras-chave: Cultura pop nipo-brasileira; Fandom; Tecnologias de Informação e Comunicação; Cultura digital; Mediação cultural. ABSTRACT NAKAMURA, Mariany Toriyama. ポップカルチャー(poppu karuchaa): mediations of Nipo-Brazilian pop culture in the digital scenario.São Paulo, 2018. Thesis (Doctoral degree in Information Sciences) - Escola de Comunicações e Artes, Universidade de São Paulo. Abstract: The main object of this research is to show the presence of Nipo-Brazilian pop culture in digital media through cultural expressions by the Brazilian fans of manga and anime (Japanese comics and animation, respectively), fashion and cosplay practice that are shared over the internet. Since its insertion in Brazil, Japanese pop culture was related to communication technologies and to the activities of Brazilian fans that were engaged with what they consumed. Digital media produced changes in social configurations, in a way that the individual has an active role on the web, developing different ways of using and appropriating such environments, and that, consequently, expands the fans’ field of action. These are individuals that not only do not feel satisfied with what they receive (passive appropriation); in a participative manner, they produce content based on their favorite fictional universes. As a methodological approach, this work adopted an exploratory method, based on bibliographic research of the concepts related to the advancements of information and communication technologies and the emerging spaces on the web, transmedia, convergence and participation, as well as the conceptualization of Nipo-Brazilian culture’s expressions that are the subject of this research. An observational method was also adopted to show the most recent occurrences of the prominence of the Nipo-Brazilian pop culture public in the digital scenario. This way, in face of such scenario, we considered that, although they raise problems in the area of Information Sciences, the new communication and cultural mediation processes in the digital scenario must be rethinked, since they are essential processes for the appropriation of web users’ cultural expressions. Working to promote access, production, flow and quality of such expressions brings a sense of belonging to a group, the key to the constitution of Nipo-Brazilian culture. Keywords: Nipo-Brazilian pop culture; Fandom; Information and communication technologies; Digital culture; Cultural mediation. AGRADECIMENTOS Agradeço à professora Giulia Crippa pela orientação e pela confiança depositada desde as primeiras linhas do projeto de pesquisa. Seu apoio foi indispensável nos momentos mais árduos do processo de escrita e sem seus apontamentos e direcionamento o desenvolvimento deste trabalho não seria possível. Obrigada pela paciência desde a graduação. Aos professores Marco Antônio de Almeida e Sonia Bibe Luyten que participaram da minha banca de qualificação e cujas colocações foram essenciais para o seguimento e aprimoramento da pesquisa. À professora Silvia Laurentiz com a qual tive oportunidade de acompanhar a disciplina ministrada aos alunos de graduação em Artes Visuais (habilitação em Multimídia e Intermídia) e com quem aprendi muito. À Embaixadora Kawaii do Brasil, Akemi Matsuda, pela importante contribuição na pesquisa e pela amizade sincera que construímos ao longo desses anos de convivência. Aos professores e colegas do Grupo de Estudos Arte Ásia pelas discussões e intercâmbio de conhecimentos que me permitiram refletir sobre a relação Brasil-Japão e sobre as trocas culturais e artísticas entre esses dois povos. À professora Michiko Okano, que muito me ensinou e que sempre trouxe questionamentos que colaboraram em minhas reflexões. Aos amigos de encontros orientados aos estudos sobre Japão, cujas reuniões mensais possibilitaram conhecer novas referências e experiências diversas sobre arte e cultura japonesa. Ao companheiro Bruno Tiago Takeda que nunca me faltou quando mais precisei e que me tomou pela mão quando perdi o norte em minha vida. Sua coragem para enfrentar os obstáculos ao meu lado, sem nunca hesitar, trouxe-me forças para continuar em frente. À minha família, pelo apoio e carinho. Às amigas Simone Borges Paiva, Maria Fernanda Britto Rezende e Monique Bruno Elias pela força, pelas risadas e pela ajuda nos momentos de necessidade. Aos amigos do grupo Raijin Taiko e do Iwate Kenjinkai por terem tornado minha jornada menos penosa e mais alegre. À banca, por ter aceitado participar desta defesa. À Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) por ter financiado a pesquisa. "Hoje também o céu está cheio de estrelas." Happy (MURAKAMI, Takashi. Hoshi mamoru inu, 2014). LISTA DE
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