Elaboração (est)ética de fãs: Poaching como prática de verdadeiro amor
Barra lateral de artigos
Conteúdo do artigo principal
Resumo
O presente estudo toma a subcultura de fãs como seio de um consumidor produtivo e assume o consumo como prática
subjetivadora, baseado na teoria foucaultiana que define a subjetividade como resultado de uma elaboração ética e estética.
Com isso, o objetivo do estudo é analisar como fãs elaboram uma (est)ética fânica por meio de posicionamentos de si em
relação a produtos de mídia em suas interações. Para tal, analisamos a principal comunidade de fãs da série de TV Game of
Thrones (GoT), que se tornou um grande fenômeno de mídia. A genealogia do sujeito foi método adotado para a análise dos
comentários de fãs sobre a saga. Os resultados apontam duas formas-sujeito: curtidores e guardiões. Elas se sustentam em
estilizações morais que modulam a relação dos fãs com o produto de mídia por meio de uma única ética, a qual interpretamos
como poaching, uma “caça” por diferentes prazeres advindos do consumo. Propomos que esse processo revele o que Foucault
denomina verdadeiro amor, uma completude de si na relação com o outro.
Downloads
Métricas
Detalhes do artigo
A RAE compromete-se a contribuir com a proteção dos direitos intelectuais do autor. Nesse sentido:
- adota a licença Creative Commoms BY (CC-BY) em todos os textos que publica, exceto quando houver indicação de específicos detentores dos direitos autorais e patrimoniais;
- adota software de detecção de similaridades;
- adota ações de combate ao plagio e má conduta ética, alinhada às diretrizes do Committee on Publication Ethics (COPE)
Referências
Arnould, E., & Thompson, C. J. (2015). Introduction: consumer culture theory: Ten years gone (and beyond). Consumer Culture Theory, 17(1), 1-21. doi: 10.1108/S0885-211120150000017001
Ashman, R., Patterson, A., & Brown, S. (2018). ‘Don't forget to like, share and subscribe’: Digital autopreneurs in a neoliberal world. Journal of Business Research, 92, 474-483. doi: 10.1016/j.jbusres.2018.07.055
Beighton, C. (2017). Groundhog day? Nietzsche, Deleuze and the eternal return of prosumption in lifelong learning. Journal of Consumer Culture, 17(3), 695-712. doi: 10.1177%2F1469540515623607
Belk, R. W. (2001). Collecting in a consumer society. New York, USA: Routledge.
Booth, P. (2010). Digital fandom: New media studies. New York, USA: Peter Lang.
Booth, P. (2015). Fans' list-making: memory, influence, and argument in the "event" of fandom. MATRIZes, 9(2), 85-107. doi: 10.11.606/issn.1982-8160.v9.i2p.85-108
Booth, P. J. (2018). Framing alterity: Reclaiming fandom’s marginality. Transformative Works and Cultures, 28. doi: 10.3983/twc.2018.1420
Chen, Z. T. (2021). Poetic prosumption of animation, comic, game and novel in a post-socialist China: A case of a popular video-sharing social media Bilibili as heterotopia. Journal of Consumer Culture, 21(2), 257-277. doi: 10.1177%2F1469540518787574
Clark, T. (2019, April 18). How 'Game of Thrones' viewership compares with TV's other most-watched shows. Retrieved from https://www.businessinsider.com/game-of-thrones-compared-to-most-popular-tv-shows -of-2018-ratings-2019-4
Coskuner-Balli, G. (2020). Citizen-consumers wanted: Revitalizing the American dream in the face of economic recessions, 1981–2012. Journal of Consumer Research, 47(3), 327-349. doi: 10.1093/jcr/ucz059
Coulter, N. (2021). “Frappés, friends, and fun”: Affective labor and the cultural industry of girlhood. Journal of Consumer Culture, 21(3), 487-500. doi: 10.1177%2F1469540518806954
Deleuze, G. (1988). Foucault. Minnesota, USA: University of Minnesota Press.
Delwiche, A., & Henderson, J. (2012). The participatory cultures handbook. New York, USA: Routledge.
Denegri-Knott, J., Nixon, E., & Abraham, K. (2018). Politicising the study of sustainable living practices. Consumption Markets & Culture, 21(6), 554-573. doi: 10.1080/10253866.2017.1414048
Fathallah, J. (2015). Statements and silence: Fanfic paratexts for ASOIAF/Game of Thrones. Continuum, 30(1), 75-88. doi: 10.1080/10304312.2015.1099150
Fathallah, J. (2016). ‘Except that Joss Whedon is god’: Fannish attitudes to statements of author/ity. International Journal of Cultural Studies, 19(4), 459-476. doi: 10.1177%2F1367877914537589
Foucault, M. (2004). Uma estética da existência. In M. Motta (Org.), Ética, sexualidade e política (Coleção Ditos & Escritos, pp. 288-293). Rio de Janeiro, RJ: Forense Universitária.
Foucault, M. (2010). A hermenêutica do sujeito: Curso no Collège de France (1981-1982). São Paulo, SP: Martins Fontes.
Foucault, M. (2016). Subjetividade e verdade: Curso no Collège de France (1980-1981). São Paulo, SP: Martins Fontes.
Foucault, M. (2020a). História da sexualidade: A vontade de saber (Vol. 1). São Paulo, SP: Paz e Terra.
Foucault, M. (2020b). História da sexualidade: O uso dos prazeres (Vol. 2). São Paulo, SP: Paz e Terra.
Foucault, M. (2020c). História da sexualidade: O cuidado de si (Vol. 3). São Paulo, SP: Paz e Terra.
Fuschillo, G. (2017). Beyond the market: The societal influence of fandoms. Consumer Culture Theory, 18(1), 169-192. doi: 10.1108/S0885-211120160000018013
Fyrberg-Yngfalk, A., Cova, B., Pace, S., & Skålén, P. (2014). Control and power in online consumer tribes: The role of confessions. Consumer Culture Theory, 15(1), 325-350. doi: 10.1108/S0885-2111(2013)0000015021
Guschwan, M. (2012). Fandom, brandom and the limits of participatory culture. Journal of Consumer Culture, 12(1), 19-40. doi: 10.1177%2F1469540512438154
Hills, M. (2013). Fiske’s ‘textual productivity’ and digital fandom: Web 2.0 democratization versus fan distinction? Participations: Journal of Audience and Reception Studies, 10(1), 130-153. Retrieved from https://www.participations.org/Volume%2010/Issue%201/9%20Hills%2010. 1.pdf
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101. doi: 10.1177%2F002224298204600314
Jantzen, C., Fitchett, J., Østergaard, P., & Vetner, M. (2012). Just for fun? The emotional regime of experiential consumption. Marketing Theory, 12(2), 137-154. doi: 10.1177%2F1470593112441565
Jenkins, H. (2006). Fans, bloggers, and gamers: Exploring participatory culture. New York, USA: NYU Press.
Jenkins, H. (2007). The WOW climax: Tracing the emotional impact of popular culture. New York, USA: NYU Press.
Jenkins, H. (2015). Invasores do texto: Fãs e cultura participativa. Rio de Janeiro, RJ: Marsupial.
Kompare, D. (2018). Fan curators and the gateways into fandom. In M. A. Click & S. Scott (Eds.), The Routledge Companion to media fandom. New York, USA: Routledge.
Kozinets, R. V. (1999). E-tribalized marketing? the strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264. doi: 10.1016/S0263-2373(99)00004-3
Kozinets, R. V. (2001). Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption. Journal of Consumer Research, 28(1), 67-88. doi: 10.1086/321948
Maas, J. (2019). ‘Game of Thrones’ ties its own record for most emmys won by a series in a single season. Retrieved from https://www.thewrap.com/game-of-thrones-most-emmys-won-series-single-season-record-emmy-awards/
MacNeill, K. (2017). Torrenting Game of Thrones: So wrong and yet so right. Convergence: The International Journal of Research into New Media Technologies, 23(5), 545-562. doi: 10.1177%2F1354856516640713
McCracken, G. (1988). Culture and consumption: New approaches to the symbolic character of consumer goods and activities. Bloomington, USA: Indiana University Press.
Mikkonen, I., & Bajde, D. (2013). Happy Festivus! Parody as playful consumer resistance. Consumption Markets & Culture, 16(4), 311-337. doi: 10.1080/10253866.2012.662832
Mikkonen, I., Moisander, J., & Fırat, A. F. (2011). Cynical identity projects as consumer resistance: The Scrooge as a social critic?. Consumption, Markets and Culture, 14(1), 99-116. doi: 10.1080/10253866.2011.541163
Moura, B. M., & de Souza-Leão, A. L. M. (2020). Consumption attachments of Brazilian fans of the National Football League: A netnography on Twitter interactions. Innovation & Management Review, 17(3), 251-266. doi: 10.1108/INMR-02-2019-0015
Ritzer, G. (2014). Prosumption: Evolution, revolution, or eternal return of the same? Journal of Consumer Culture, 14(1), 3-24. doi: 10.1177%2F1469540513509641
Ryan, C. (2015). Music fanzine collecting as capital accumulation. Participations: Journal of Audience & Reception Studies, 12(2), 238-254. Retrieved from https://www.participations.org/ Volume%2012/Issue%202/14.pdf
Sarikakis, K., Krug, C., & Rodriguez-Amat, J. R. (2017). Defining authorship in user-generated content: Copyright struggles in The Game of Thrones. New Media & Society, 19(4), 542-559. doi: 10.1177%2F1461444815612446
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. doi: 10.1509%2Fjmkg.73.5.30
Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22(1), 43. doi: 10.1086/209434
Souza-Leão, A. L. M. de, & Moura, B. M. (2018). Temos que pegar todos! Discursos identitários sobre o consumo de Pokemon GO no Brasil. Revista Brasileira de Marketing, 17(6), 895-913. doi: 10.5585/bjm.v17i6.3830
Spanò, C. (2016). Audience engagement with multi-level fictional universes: The case of Game of Thrones and its Italian fans. Participations: Journal of Audience & Reception Studies, 13(1), 625-655. Retrieved from https://www.participations.org/Volume%2013/Issue%201/S3/9.pdf
Thompson, C. J., Henry, P. C., & Bardhi, F. (2018). Theorizing reactive reflexivity: Lifestyle displacement and discordant performances of taste. Journal of Consumer Research, 45(3), 571-594. doi: 10.1093/jcr/ucy018
Thompson, C. J., & Kumar, A. (2021). Beyond consumer responsibilization: Slow Food’s actually existing neoliberalism. Journal of Consumer Culture, 21(2), 317-336. doi: 10.1177%2F1469540518818632
Wells-Lassagne, S. (2013). Prurient pleasures: Adapting fantasy to HBO. Journal of Adaptation in Film & Performance, 6(3), 415-426. doi: 10.1386/jafp.6.3.415_1
Woodward, S., & Greasley, A. (2017). Personal collections as material assemblages: A comparison of wardrobes and music collections. Journal of Consumer Culture, 17(3), 659-676. doi: 10.1177%2F1469540515611202
Young, H. (2014). Race in online fantasy fandom: Whiteness on Westeros.org. Continuum, 28(5), 737-747. doi: 10.1080/10304312.2014.941331
