O modus operandi do prossumidor: como os fãs de Harry Potter significam os discursos reducionistas no atual cenario brasileiro?
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O_modus_operandi_do_prossumidor.pdf (240.94 KB)
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2022
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Universidade Estadual de Maringá
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Abstract
Harry Potter fans are characterized by their fidelity to the canon's values, constituted by meanings and significant moral reasons, notions that normally reverberate in their conduct and understanding of realities. Considering that Brazil is experiencing an expressive circulation of false news, accompanied by speeches based on social reductionism and environmental threats, we seek to analyze how these fans giving meaning to. This is an expressive social identity that, through consumption, produces meanings for itself and for the product with which it is involved. Supported by the Consumer Culture Theory, we understand that the meaning of these experiences, despite being outlined by culture, also reconstructs it. We conducted a documentary research on 4 fan groups on Facebook. Our corpus was formed by 1223 comments, made in response to 61 posts that involved the theme. We applied functional discourse analysis and our results showed that three moralities govern the conduct of fans in the fandom: the selective, the conservative and creative in relation to the values of the universe. We indicate how the construction of values is negotiated in these social spaces, how they are constantly changing and how they are responsible for producing truths about how life is supposed to be.
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Flavia Costa, Maria Cecília Silva (2022) O modus operandi do prossumidor: como os fãs de Harry Potter significam os discursos reducionistas no atual cenario brasileiro?, RIMAR, Maringá, v.12, n.1, p. 17-33, Jan./Jun. 2022