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A Cultura De Fãs No Fansite Potterish E Em Seus Perfis No Twitter E Facebook

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A Cultura De Fãs No Fansite Potterish E Em Seus Perfis No Twitter E Facebook Universidade Estadual Paulista “Júlio de Mesquita Filho” Faculdade de Arquitetura, Artes e Comunicação Programa de Pós-Graduação em Comunicação Camila Fernandes de Oliveira AS PRÁTICAS PARTICIPATIVAS DE CONSUMO DE MÍDIA: a cultura de fãs no fansite Potterish e em seus perfis no Twitter e Facebook Bauru 2016 Camila Fernandes de Oliveira AS PRÁTICAS PARTICIPATIVAS DE CONSUMO DE MÍDIA: a cultura de fãs no fansite Potterish e em seus perfis no Twitter e Facebook Dissertação de Mestrado apresentada ao Programa de Pós-Graduação em Comunicação da Faculdade de Arquitetura, Artes e Comunicação, Universidade Estadual Paulista “Júlio de Mesquita Filho”, como requisito parcial para obtenção do título de Mestre em Comunicação, sob a orientação do Prof. Dr. Mauro de Souza Ventura. Bauru 2016 Oliveira, Camila Fernandes de. As práticas participativas de consumo de mídia : a cultura de fãs no fansite Potterish e em seus perfis no Twitter e Facebook / Camila Fernandes de Oliveira, 2016 143 f. : il. Orientador: Mauro de Souza Ventura Dissertação (Mestrado) – Universidade Estadual Paulista. Faculdade de Arquitetura, Artes e Comunicação, Bauru, 2016 1. Estudos de fãs. 2. Fandom. 3. Cultura participativa. 4. Fansites. I. Universidade Estadual Paulista. Faculdade de Arquitetura, Artes e Comunicação. II. Título. Dedicada aos meus pais que me apoiam todos os dias. AGRADECIMENTOS Agradeço a Deus, pelas habilidades e oportunidade de realizar esse Mestrado; Aos meus pais, por estarem comigo sempre, ao meu lado ou em pensamento, incentivando e apoiando; A toda minha família, por sua influência constante nesses 26 anos e, especialmente, àqueles cujos nomes estão nas folhas de rostos dos meus exemplares de Harry Potter, por colaborarem como minha imersão nessa história; Ao meu orientador, professor Mauro Ventura, por acreditar nas minhas ideias, colaborar com meu desenvolvimento acadêmico e aceitar me orientar mais uma vez; A todos os professores que colaboraram para a minha formação, especialmente aos professores Eliza Casadei, Joseph Straubhaar, Maria Cristina Gobbi, Murilo Soares, e Osvando Morais, pelos ensinamentos nas disciplinas, e aos professores Laan Mendes de Barros e Raquel Cabral pelas sugestões na qualificação do trabalho. À Universidade Estadual Paulista “Júlio de Mesquita Filho”, que me acolheu na Graduação, no Mestrado e nos três anos em que fui servidora e sempre significará alegria e aprendizado, representando a minha Hogwarts; À Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (Capes), pelo suporte financeiro; À equipe da Seção de Pós-Graduação, especialmente ao Sílvio e ao Helder, por todo o auxílio e compreensão durante o Mestrado; Aos meus colegas de mestrado, por compartilharem ideias, incertezas, incentivos e angústias nesses 30 meses; Aos meus amigos, que trazem alguma sanidade em momentos de ansiedade, especialmente àquelas que estiveram em Bauru durante esse período, Aline Camargo e Laís Rodrigues; Aos meus amigos da Biblioteca, que sempre apoiaram e incentivaram meus estudos desde 2010, especialmente ao Ricardo, que me ajudou tantas vezes nesses 30 meses que precisaria de um capítulo exclusivo de agradecimento; À J. K. Rowling, por criar uma personagem como a Hermione que ensinou que o conhecimento é um recurso incrível; Aos fãs, especialmente aos fãs de Harry Potter, por serem tão envolvidos e criativos; A todos que torcem por mim e que, direta ou indiretamente, contribuíram com este trabalho e com minha formação. São as nossas escolhas, Harry, que revelam o que realmente somos, muito mais do que as nossas qualidades. (ROWLING, 2000) Claro que está acontecendo em sua mente, Harry, mas por que isto significaria que não é real? (ROWLING, 2007) — How would you like to be remembered? — As someone who made the best she could with the talent she had. (J. K. Rowling em “J. K. Rowling: A Year in the life”, 2007) RESUMO OLIVEIRA, Camila Fernandes. As práticas participativas de consumo de mídia: a cultura de fãs no fansite Potterish e em seus perfis no Twitter e Facebook. 2016. Dissertação (Mestrado em Comunicação) – FAAC – UNESP, sob a orientação do Prof. Dr. Mauro de Souza Ventura. Com a popularização da internet, a maneira que a sociedade se organiza foi alterada, incluindo a facilidade – e a velocidade – com que acessam informações, a possibilidade de se relacionar com outros membros do público e a oportunidade de criar releituras dos textos originais. Com o objetivo de identificar como os fãs constituem uma esfera de consumo de mídia ativo, foi escolhido como objeto o fansite brasileiro Potterish dedicado a Harry Potter. Utilizando a análise de conteúdo como metodologia, este trabalho considera sua estrutura e os trabalhos de fãs apresentados no fansite, as publicações da seção de notícias no último trimestre de 2015, os textos da seção de colunas com interpretações sobre a obra publicados em 2014 e 2015 e a cobertura realizada nos perfis do Potterish no Twitter e no Facebook sobre o anúncio do lançamento em livro do roteiro da peça Harry Potter and the Cursed Child. Este trabalho se apoia no referencial teórico produzido pelos estudos de fãs, com destaque aos autores Booth, Duffett, Fiske, Jenkins e Hills, além de autores que colaboram para a compreensão da sociedade contemporânea, como Thompson e Canclini. Os resultados da pesquisa mostraram que a estrutura do fansite representa principalmente os prazeres de performance de Duffett (2013), relacionados às atividades cuja proposta é experienciar o fandom, a seleção de notícia reúne informações em português sobre as novidades relacionadas à franquia, as colunas do Potterish se destacam pelas interpretações da história não explícitas nos livros e a atividade do Potterish nas redes sociais apresenta coerência de linguagem e maior interação com os fãs do que o próprio site. O fansite se apresenta como um facilitador do acesso à informação para os fãs ao traduzir o que é publicado em outro idioma, compartilhar com os outros fãs e organizar de maneira que os usuários do site sejam capazes de se atualizar sobre o objeto de seu fandom. Palavras-chave: Estudos de fãs; Fandom; Cultura participativa; Fansites; Harry Potter. ABSTRACT OLIVEIRA, Camila Fernandes. The participatory practices of media consumption: the fan culture on the fan site Potterish and on its profiles on Twitter and Facebook. 2016. Dissertação (Mestrado em Comunicação) – FAAC – UNESP, sob a orientação do Prof. Dr. Mauro de Souza Ventura. The popularization of the Internet changed the way society is organized, including the ease – and speed – to access information, the ability to relate to other members of the public and the opportunity to create new readings of the original texts. In order to identify how the fans are an active media consumption sphere, the Brazilian fan site Potterish dedicated to Harry Potter was chosen as the object of this research. Using the content analysis as a methodology, this paper considers the structure of Potterish and the fanworks presented on the fan site, the news section publications in the last quarter of 2015, the texts of the columns section with interpretations of the story published in 2014 and 2015 and coverage held on Potterish profiles on Twitter and Facebook about the announcement of the publishing of the play Harry Potter and the Cursed Child. This work is based on the theoretical framework produced by fans studies, especially the authors Booth, Duffett, Fiske, Hills and Jenkins, and the authors that contribute to the understanding of contemporary society, as Thompson and Canclini. Research results showed that the fan site structure mainly represents the pleasures of performance of Duffett (2013), related to the activities whose purpose is to experience the fandom, the news selection gathers information in Portuguese about what is new related to the franchise, the columns of the Potterish are highlighted by interpretations of the story that is not explicit in the books and the activity of Potterish on social networks websites shows language consistency and greater interaction with the fans than the site itself. Key word: Fan Studies; Fandom; Participatory culture; Fan sites; Harry Potter. LISTA DE GRÁFICOS Gráfico 1 - Tipos de colunas atribuídos.................................................................................... 87 Gráfico 2 - Engajamentos provocados pelas colunas ............................................................... 89 Gráfico 3 - Trajetória entre o fictício e o real ........................................................................... 89 Gráfico 4 - Posição dos fãs nas colunas ................................................................................... 90 Gráfico 5 - Colaboração para a leitura da história .................................................................... 92 Gráfico 6 - Médias de interação das publicações divididas pelas funções principais ............ 100 LISTA DE FIGURAS Figura 1 - Fluxo da análise de conteúdo ................................................................................... 65 Figura 2 - Publicação que busca informar e empolgar ............................................................. 97 Figura 3 - Publicação com informação na imagem .................................................................. 97 Figura 4 - Exemplo de enquete que não informa sobre o livro ................................................ 98 Figura 5 - As imagens são usadas para reforçar a mensagem textual ...................................... 99 Figura 6 - Única imagem diferente das utilizadas no Twitter................................................
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