O Self E Suas Autorrepresentações Nas Redes Sociais Digitais: Um Estudo De Perfis Profissionais a Partir Da Semiótica

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O Self E Suas Autorrepresentações Nas Redes Sociais Digitais: Um Estudo De Perfis Profissionais a Partir Da Semiótica UNIVERSIDADE DE SÃO PAULO ESCOLA DE COMUNICAÇÕES E ARTES PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO REBEKA FIGUEIREDO DA GUARDA O self e suas autorrepresentações nas redes sociais digitais: um estudo de perfis profissionais a partir da semiótica São Paulo 2020 REBEKA FIGUEIREDO DA GUARDA O self e suas autorrepresentações nas redes sociais digitais: um estudo de perfis profissionais a partir da semiótica Versão Original Dissertação apresentada à Escola de Comunicações e Artes da Universidade de São Paulo para a obtenção do título de Mestre em Ciências da Comunicação. Área de Concentração: Ciências da Comunicação. Linha de Pesquisa: Comunicação, Redes e Linguagens: Objetos Teóricos e Empíricos. Orientação: Prof. Dr. Anderson Vinícius Romanini. São Paulo 2020 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) ________________________________________________________________________________ Guarda, Rebeka Figueiredo da O self e suas autorrepresentações nas redes sociais digitais: um estudo de perfis profissionais a partir da semiótica / Rebeka Figueiredo da Guarda ; orientador, Anderson Vinícius Romanini. -- São Paulo, 2020. 175 p.: il. Dissertação (Mestrado) - Programa de Pós-Graduação em Ciências da Comunicação - Escola de Comunicações e Artes / Universidade de São Paulo. Bibliografia Versão original 1. Semiótica 2. autorrepresentação 3. redes sociais digitais 4. cibercultura I. Romanini, Anderson Vinícius II. Título. CDD 21.ed. - 302.2 ________________________________________________________________________________ Elaborado por Alessandra Vieira Canholi Maldonado - CRB-8/6194 GUARDA, Rebeka Figueiredo da. Título: O self e suas autorrepresentações nas redes sociais digitais: um estudo de perfis profissionais a partir da semiótica. Dissertação apresentada à Escola de Comunicações e Artes da Universidade de São Paulo para obtenção do título de Mestre em Ciências da Comunicação, 2020. Aprovado em: _______/_______/_______ Banca examinadora. Prof. Dr. Anderson Vinícius Romanini, Orientador. Instituição: Escola de Comunicações e Artes, Universidade de São Paulo Julgamento: ____________________________________________________________ Assinatura: _____________________________________________________________ Prof(a) Dr.(a): __________________________________________________________ Instituição: _____________________________________________________________ Julgamento: ____________________________________________________________ Assinatura: _____________________________________________________________ Prof(a) Dr.(a): __________________________________________________________ Instituição: _____________________________________________________________ Julgamento: ____________________________________________________________ Assinatura: _____________________________________________________________ À minha avó Aida (in memoriam), por todos os cheiros, sabores, afetos e memórias que constituem o que sou hoje; e ao meu avô Manuel (in memoriam), que me ensinou os primeiros passos da pesquisa com suas enciclopédias. Agradecimentos Ao meu orientador, professor Vinícius Romanini, pela confiança e por ter me guiado pelos caminhos às vezes complexos da Semiótica; agradeço pela oportunidade de desenvolver esta pesquisa e pelos desafios estimulantes durante a trajetória. Ao meu companheiro, Rolando Barreto, por estar presente em todas as etapas da pesquisa e por ter me incentivado e apoiado nos momentos mais difíceis; por ouvir as minhas dúvidas e me ajudar a encontrar soluções viáveis. “¡Gracias a mi coach de tesis!” Aos meus pais, Monica C. Figueiredo e João M. da Guarda, por me ensinarem o que não está nos livros; pelo apoio emocional para que eu chegasse até aqui e pela compreensão de minhas ausências. Aos meus irmãos, Helen, Fabiano, Polyana, Nicole e João Victor, por todas as alegrias. E às minhas sobrinhas, Beatriz, Isabela, Maria Eduarda, Valentina e Margoth, que me inspiram diariamente a ser uma pessoa melhor. Aos meus amigos Márcia Ohlson, Renata Lípia e Pedro Caldas, pela parceria e por terem compartilhado comigo a trajetória da pós-graduação, tornando-a mais leve e prazerosa. E aos colegas do Grupo de Estudos SemioData, pela troca de ideias enriquecedoras. Às amigas Manuella Maia Ribeiro e Raquel Endalécio Martins, que me inspiraram a fazer o mestrado quando isso parecia apenas um sonho; e à minha amiga Jéssica Andrade, pelas conversas, risadas e pelas sessões de cinema memoráveis. Aos meus colegas de redação pelo apoio, em especial ao amigo Eder Santos, que me ajudou com a arte das imagens deste trabalho. À professora Cândida Almeida e ao professor Decio Ferreira Forni, pelas valiosas sugestões durante o exame de qualificação deste trabalho. Aos professores e às professoras da Escola de Comunicações e Artes da USP, por todos os aprendizados, em especial à professora Roseli Fígaro, que esteve presente no início desta caminhada, quando me tornei aluna especial do PPGCOM, em 2017. Aos funcionários e às funcionárias da ECA-USP, pela atenção e pelo cuidado. À Universidade de São Paulo, pelo ambiente inspirador para a busca do conhecimento. Sobre esta primeira e, em certo sentido, única regra da razão, a de que para aprender você deve desejar aprender e com tal desejo não estar satisfeito com o que você já se inclina a pensar, segue-se um corolário que por si só merece ser inscrito em cada muro da cidade da Filosofia: não bloquear o caminho da investigação.1 (PEIRCE, CP 1:135) 1 “Upon this first, and in one sense this sole, rule of reason, that in order to learn you must desire to learn, and in so desiring not be satisfied with what you already incline to think, there follows one corollary which itself deserves to be inscribed upon every wall of the city of philosophy: Do not block the way of inquiry.” (PEIRCE, CP 1:135). Resumo GUARDA, Rebeka Figueiredo da. O self e suas autorrepresentações nas redes sociais digitais: um estudo de perfis profissionais a partir da semiótica. 2020. 175 f. Dissertação (Mestrado em Ciências da Comunicação) – Escola de Comunicações e Artes da Universidade de São Paulo, São Paulo, 2020. Este trabalho investiga as autorrepresentações no ambiente digital com base na Semiótica de Charles Sanders Peirce, considerando-as como fenômeno comunicacional. Com o objetivo de compreender a emergência da subjetividade em perfis em redes sociais digitais, discutimos as categorias fenomenológicas peirceanas, o conceito de semiose e a centralidade da ação do signo no processo comunicacional. Também discorremos sobre a noção de self como entidade semiótica e agente comunicativo, reconhecendo as autorrepresentações como identidades do sujeito. Recorremos, ainda, a uma articulação teórica que engloba o debate da cibercultura, dos processos participativos, do contexto socioeconômico e dos mecanismos de bancos de dados e seleção algorítmica engendrados no ambiente digital. A partir de ferramentas teórico-metodológicas da Semiótica, realizamos uma análise qualitativa de autorrepresentações construídas em perfis profissionais de coaches de carreira na rede social Instagram. Para isso, detalhamos o funcionamento do Instagram e suas políticas de dados e de uso. Como parte dos resultados, concluímos que a geração e o compartilhamento de significados em perfis em redes sociais emergem de fluxos semióticos de distintas naturezas, que têm origem no entrelaçamento entre ações humanas e elementos não-humanos. Palavras-chave: Semiótica Peirceana; autorrepresentação; redes sociais digitais; cibercultura; seleção algorítmica; Instagram. Abstract GUARDA, Rebeka Figueiredo da. The self and its self-representations in digital social networks: a study of professional profiles based on semiotics. 2020. 175 f. Dissertação (Mestrado em Ciências da Comunicação) – Escola de Comunicações e Artes da Universidade de São Paulo, São Paulo, 2020. This work investigates self-representations in the digital environment based on Charles Sanders Peirce's Semiotics, considering them as a communicational phenomenon. In order to understand the emergence of subjectivity in profiles on digital social networks, we discuss the Peircean phenomenological categories, the concept of semiosis and the centrality of sign-action in the communicational process. We also discuss the notion of self as a semiotic entity and communicative agent, recognizing self-representations as subject identities. We also resort to a theoretical articulation that encompasses the debate on cyberculture, participatory processes, the socioeconomic context and the mechanisms of databases and algorithmic selection engendered in the digital environment. Based on Semiotics theoretical-methodological tools, we performed a qualitative analysis of self- representations built on professional profiles of career coaches on the social network Instagram. For this, we detail the operation of Instagram and its data and usage policies. As part of the results, we conclude that the generation and sharing of meanings in profiles on social networks emerge from semiotic flows of different natures, which originate in the intertwining between human actions and non-human elements. Keywords: Peircean semiotics; self-representation; digital social networks; cyberculture; algorithmic selection; Instagram. Abreviaturas App = aplicativo CP = Collected Papers
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