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Midiatização E Redes Digitais: Os Usos E As Apropriações Entre a Dádiva E Os Mercados Universidade Federal De Santa Maria

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Midiatização E Redes Digitais: Os Usos E As Apropriações Entre a Dádiva E Os Mercados Universidade Federal De Santa Maria MIDIATIZAÇÃO E REDES DIGITAIS: OS USOS E AS APROPRIAÇÕES ENTRE A DÁDIVA E OS MERCADOS UNIVERSIDADE FEDERAL DE SANTA MARIA Reitor Paulo Afonso Burmann Vice-reitor Paulo Bayard Dias Gonçalves Diretor do CCSH Mauri Leodir Lebner Chefe do Departamento de Viviane Borelli Ciências da Comunicação Título Midiatização e redes digitais: os usos e as apropriações entre a dádiva e os mercados Organizadores Serge Proulx Jairo Ferreira Ana Paula da Rosa Tradutoras Stephane Gutfreund Vanise Dresch Revisores Marcos Matos Luís Marcos Sander Diagramação Casa Leiria Capa Luana Cristina Petry Marcelo Salcedo Gomes Raquel Salcedo Gomes FACOS-UFSM Comissão Editorial Ada Cristina Machado da Silveira (UFSM) Eugênia Maria Mariano da Rocha Barichello (UFSM) Flavi Ferreira Lisbôa Filho (UFSM) Maria Ivete Trevisan Fossá (UFSM) Sonia Rosa Tedeschi (UNL) Susana Bleil de Souza (UFRGS) Valentina Ayrolo (UNMDP) Veneza Mayora Ronsini (UFSM) Paulo César Castro (UFRJ) Monica Maronna (UDELAR) Marina Poggi (UNQ) Gisela Cramer (UNAL) Eduardo Andrés Vizer (UNILA) Conselho Técnico Aline Roes Dalmolin (UFSM) Administrativo Leandro Stevens (UFSM) Liliane Dutra Brignol (UFSM) Sandra Depexe (UFSM) Serge Proulx Jairo Ferreira Ana Paula da Rosa (Organizadores) MIDIATIZAÇÃO E REDES DIGITAIS: OS USOS E AS APROPRIAÇÕES ENTRE A DÁDIVA E OS MERCADOS FACOS-UFSM SANTA MARIA-RS 2016 Midiatização e redes digitais: os usos e as apropriações entre a dádiva e os mercados Dados Internacionais de Catalogação na Publicação (CIP) (Bibliotecária: Carla Inês Costa dos Santos – CRB 10/973) Este trabalho está licenciado com uma Licença Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional. SUMÁRIO 11 APRESENTAÇÃO – OS MEIOS E OS USOS: ENTRE AS DÁDIVAS E OS MERCADOS Jairo Ferreira Ana Paula da Rosa e os mercados a dádiva entre digitais: os usos e as apropriações Midiatização e redes PRIMEIRA PARTE DOS USOS ÀS APROPRIAÇÕES 17 ESTUDOS DE RECEPÇÃO EM CONTEXTO DE MUTAÇÃO DA COMUNICAÇÃO: RUMO A UMA QUARTA GERAÇÃO? Serge Proulx 41 PARADIGMAS PARA PENSAR OS USOS DOS OBJETOS COMUNICACIONAIS Serge Proulx 59 DOS MEIOS AOS DISPOSITIVOS: QUESTÕES E PROPOSIÇÕES Jairo Ferreira 71 TENSÕES ENTRE A CRIAÇÃO E O VAZIO: OS MASHUPS COMO APROPRIAÇÕES DA IMAGEM JORNALÍSTICA EM ESPAÇOS E TEMPOS DIFERIDOS Ana Paula da Rosa 7 SUMÁRIO SEGUNDA PARTE OS MEIOS, A DÁDIVA E O MERCADO 101 PERSPECTIVAS PARA PENSAR A CULTURA DA CONTRIBUIÇÃO ONLINE Serge Proulx 123 DÍZIMO DIGITAL Alexandre Dresch Bandeira 145 O “CATÓLICO” EM RECONEXÃO: A APROPRIAÇÃO SOCIORRELIGIOSA DAS REDES DIGITAIS EM NOVOS FLUXOS DE CIRCULAÇÃO COMUNICACIONAL Moisés Sbardelotto 175 A NARRATIVA FICCIONAL DE HARRY POTTER COMO OBJETO DE INTERVENÇÃO POLÍTICA Edu Jacques 189 O INTEMPESTIVO JUNHO DE 2013, FIAPOS DE ESPERANÇA EM MICRORREVOLUÇÕES MIDIATIZADAS Marcelo Salcedo Gomes 213 CENTRO DE MÍDIA INDEPENDENTE: AÇÕES DIGITAIS DISSIDENTES NO CENÁRIO POLÍTICO Dulce Mazer Thayane Cazallas do Nascimento 233 CIDADANIA EM UM MUNDO CONECTADO: MIDIATIZAÇÃO, DEMOCRACIA E PARTICIPAÇÃO Manoella Neves 251 BOOKING.COM SOB A PERSPECTIVA DA ‘CULTURA DA CONTRIBUIÇÃO’ Élida Lima Midiatização e redes digitais: os usos e as apropriações entre a dádiva e os mercados a dádiva entre digitais: os usos e as apropriações Midiatização e redes 8 273 AUTORES APRESENTAÇÃO Os meios e os usos: entre as dádivas e os mercados e os mercados a dádiva entre digitais: os usos e as apropriações Midiatização e redes Este livro é um dos resultados do seminário reali- zado com Serge Proulx, no Programa de Pós-Graduação em Ciências da Comunicação da Unisinos, intitulado Mutação da Comunicação: Emergência de uma Cultura da Contribuição na Era Digital, numa iniciativa do Grupo de Pesquisa em Midiatização e Processos Sociais e Epistecom. Dos cinco encon- tros realizados com Serge Proulx, foram escolhidos, para este livro, três eixos, apresentados no formato de capítulos: a recep- - cas e tecnologias; a cultura da participação. O seminário se rea- lizoução; a no reflexão âmbito sobre do projeto os usos, Midiatização práticas e apropriaçõese Tecnologias das Digitais/ técni Escola de Altos Estudos/CAPES, que contou também com a par- ticipação de Bernard Miège e Patrice Flichy. Este livro é um dos três que compõem a série que condensa este projeto. Os seus fundamentos são as proposições de Serge Proulx de que, no universo da Web, a multiplicação de contribui- ções por utilizadores profanos ou amadores à constituição de corpus de conteúdos digitais (sítios de redes sociais, sítios co- merciais, blogues, etc.) faz emergir um paradoxo. Vários utiliza- dores aceitam, assim, maciça e voluntariamente contribuir para a construção de corpora, mesmo que as empresas proprietárias dos sítios captem estas contribuições bem-intencionadas não mas também porque estas contribuições comuns são geradoras 11 desomente valor econômico para os fins no da novo constituição regime do do capitalismo corpus que do controlam, imaterial. Dos cinco encontros realizados, foram escolhidos, para este livro, três eixos, apresentados no formato de capítu- - ções das técnicas e tecnologias; a cultura da participação. O centrallos: a recepção; desta escolha a reflexão se deve sobre ao potencialos usos, práticasepistemológico e apropria que oferecem às pesquisas em midiatização e processos sociais. Entretanto, os outros dois temas do seminário realizado – a crítica do capitalismo contemporâneo e a análise do ativismo social na perspectiva midiática – são também abordados nos artigos dos autores participantes. Esses temas nos oferecem boas interfaces para as pesquisas em curso sobre midiatização e processos sociais. O primeiro eixo se refere aos estudos de recepção na perspectiva das pesquisas realizadas no Norte. No seminário, ter vindo antes, para ter contato com as pesquisas desenvolvidas noem Sul.determinado Seu artigo momento,está neste Proulxlivro, mesmo afirmou já quetendo lamentava sido publica não- do1, por apresentar uma sistematização e problematização con- temporânea das pesquisas em recepção que acompanhou como investigador. estudo sobre a recepção é a pesquisa empírica. Num permanen- te movimentoO fio entrecondutor inferências do que oteórico-epistemológicas, autor situa como gerações desco de- bertas metodológicas e casos investigados, as gerações vão se sucedendo, mantendo proposições, renovando outras, inovando. É fascinante ver uma linhagem de pesquisa se desenvolvendo no contexto da pesquisa empírica e da agonística entre os pes- quisadores. Este talvez o duplo valor deste capítulo: é também pedagógico em dizer uma forma de fazer avançar a pesquisa, de forma sistemática, entre pares. O segundo eixo é relativo aos acessos, usos, utilizações, práticas e apropriações da técnica e da tecnologia. Também sis- tematizador, esse eixo se diferencia dos estudos de recepção, mesmo que, neste artigo, como no anterior, sugira a necessidade de articular as duas linhagens de pesquisa, na área da comunica- ção. Antes, porém, diferencia as epistemologias e aportes sobre Midiatização e redes digitais: os usos e as apropriações entre a dádiva e os mercados a dádiva entre digitais: os usos e as apropriações Midiatização e redes os acessos, os usos, as utilizações, as práticas e apropriações, in- 12 1 Revista Questões Epistemológicas, v. 1, n. 2, p. 83-91, jul.-dez. 2013. desta outra linhagem de pesquisa. dicando umO terceiro quadro deeixo autores é sobre que a subsidiamcultura da as contribuição, especificidades no contexto de uma sociedade mercantil, em suas relações com a lógica do dom. Ao inserir essa perspectiva, Serge Proulx enfren- ta-se audaciosamente com a perspectiva que herda a crítica do capitalismo, mas contextualizando ambas num jogo de tensões, contradições e superações, inclusive no sentido de subsidiar análises da conjuntura atual como de um novo estágio do capi- talismo – a economia da contribuição. Esta contribuição original tem como referência as discussões antropológicas do dom. Ao colocar a gratuidade como eixo das interações, o autor se coloca no debate entre lógicas acentuadas pelas epistemologias da ci- e os mercados a dádiva entre digitais: os usos e as apropriações Midiatização e redes bercultura e lógicas destacadas pela economia política da comu- indústria cultural e suas estratégias, mas a cultura da participa- ção,nicação. a ponto Enfim, de seo que gerar movimenta uma nova a forma comunicação econômica. não é apenas a Os participantes desta coletânea – pesquisadores, doutorandos e doutores, vinculados e não vinculados aos gru- pos de pesquisa da Linha Midiatização e Processos Sociais – dialogam com os cinco eixos a partir de perspectivas epistemo- lógicas vinculadas a essa linhagem de pesquisa, em tensões e articulações com os eixos acima, procurando, em muitos casos, desenvolver essas articulações para a construção de casos de in- vestigação empíricos. Com esta coletânea, buscamos registrar e realizar um dos objetivos centrais deste projeto de cooperação acadêmica internacional: contribuir para as epistemologias da área da co- municação com o cruzamento de dois ângulos – técnicas e tec- nologias de informação e comunicação, de um lado, e processos midiáticos e midiatização, de outro. Os capítulos de doutorandos e recém-doutores, aqui apresentados, foram escolhidos de um conjunto de artigos sub- metidos aos organizadores, a partir de alguns critérios: referên- cias ao Seminário realizado; agonística com questões dos pro- cessos midiáticos e midiatização; inferências produtivas para as pesquisas em curso. 13 de e-book, com alguns elementos adicionais, relativos às redes O processo editorial foi
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