All in One: Digital Influencers as Market Agents of Popular Culture
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/4167 |
Resumo: | Purpose: Considering the growing relevance of the digital influencers on the consumer practices and the emergence of Brazil as one of main popular culture market in the world, the study aims to understand how Brazil popular culture digital influencers channels produce paratexts that complement and broaden the consumption experience of media texts. Theoretical framework: Digital influencers are articulated as consumption mediators through the notions of marketplace ideologies and agencies established by media discourses, grounded by the Foucauldian Theory of Knowledge and the Theory of Paratextuatlity. Design/methodology/approach: Using Foucauldian Discourse Analysis the research analyzes 4,006 video thumbnails posted between January 2017 and July 2019 from the top-five Brazilian YouTube channels specialized on popular culture and the entertainment industry. Findings: The identified discursive formations points to three ideological positions took by the digital influencers channels: as press, resonating the entertainment industry analytically; as fans, touting popular culture to a captive audience; and as promoters, assuming a marketing role in demand development. Altogether, these discourses evidence an episteme founded on a market agency. Research, Practical & Social implications: The study proposes an important theoretical insight, since digital influencers evidence an overlap of roles performed as market agents (e.g., consumers, producers, mediators), which are often well demarcated by the literature. Specifically, evokes an ethical reflection on such conduct and reverberates their practice on the authoring of popular culture, bringing light to both social and practical concerns about it. Furthermore, the study also presents as practical implication the importance of influencers in influencing consumption practices through their discourses. Originality/value: The study addresses the conception of paratextual production as an interdisciplinary theoretical dialogue for the Consumer Culture Theory research tradition. Key words: digital influencers; paratext; marketplace ideologies; media; Foucauldian Discourse Analysis. |
id |
FECAP-3_99fd25da3731d1e222df5a1341ccab85 |
---|---|
oai_identifier_str |
oai:ojs.emnuvens.com.br:article/4167 |
network_acronym_str |
FECAP-3 |
network_name_str |
Revista Brasileira de Gestão de Negócios (Online) |
repository_id_str |
|
spelling |
All in One: Digital Influencers as Market Agents of Popular CultureTodos em Um: Influenciadores Digitais Como Agentes de Mercado da Cultura PopPurpose: Considering the growing relevance of the digital influencers on the consumer practices and the emergence of Brazil as one of main popular culture market in the world, the study aims to understand how Brazil popular culture digital influencers channels produce paratexts that complement and broaden the consumption experience of media texts. Theoretical framework: Digital influencers are articulated as consumption mediators through the notions of marketplace ideologies and agencies established by media discourses, grounded by the Foucauldian Theory of Knowledge and the Theory of Paratextuatlity. Design/methodology/approach: Using Foucauldian Discourse Analysis the research analyzes 4,006 video thumbnails posted between January 2017 and July 2019 from the top-five Brazilian YouTube channels specialized on popular culture and the entertainment industry. Findings: The identified discursive formations points to three ideological positions took by the digital influencers channels: as press, resonating the entertainment industry analytically; as fans, touting popular culture to a captive audience; and as promoters, assuming a marketing role in demand development. Altogether, these discourses evidence an episteme founded on a market agency. Research, Practical & Social implications: The study proposes an important theoretical insight, since digital influencers evidence an overlap of roles performed as market agents (e.g., consumers, producers, mediators), which are often well demarcated by the literature. Specifically, evokes an ethical reflection on such conduct and reverberates their practice on the authoring of popular culture, bringing light to both social and practical concerns about it. Furthermore, the study also presents as practical implication the importance of influencers in influencing consumption practices through their discourses. Originality/value: The study addresses the conception of paratextual production as an interdisciplinary theoretical dialogue for the Consumer Culture Theory research tradition. Key words: digital influencers; paratext; marketplace ideologies; media; Foucauldian Discourse Analysis.Objetivo – Considerando a crescente relevância dos influenciadores digitais naspráticas de consumo e a emergência do Brasil como um dos principais mercados dacultura pop no mundo, o estudo visa entender como os canais de influenciadores digitais da cultura pop do Brasil produzem paratextos que complementam e ampliam a experiência de consumo de textos midiáticos. Referencial teórico –Influenciadores digitais são articulados como mediadores de consumo por meio das noções de ideologias e agências de mercado estabelecidas por discursos de discursosde mídia, com base na teoria foucaultiana do saber e a teoria da paratextualidade.Metodologia – Usando a análise foucaultiana do discurso, a pesquisa analisa4.006 miniaturas de vídeos publicadas entre janeiro de 2017 e julho de 2019 doscinco principais canais brasileiros do YouTube especializados em cultura pop eindústria do entretenimento. As formações discursivas identificadas apontam paratrês posições ideológicas assumidas pelos canais de influenciadores digitais: comoimprensa, ressonando analiticamente a indústria do entretenimento; como fãs,divulgando a cultura pop para um público cativo; e como promotores, assumindoum papel de marketing no desenvolvimento da demanda. Juntos, esses discursos evidenciam uma episteme fundada em uma agência de mercado. Implicações práticas e sociais da pesquisa – O estudo propõe um importante insight teórico, uma vez que influenciadores digitais evidenciam uma sobreposição de papéis desempenhados como agentes de mercado (por exemplo, consumidores, produtores, mediadores), que são frequentemente bem demarcados pela literatura.Especificamente, evoca uma reflexão ética sobre essa conduta e reverbera sua práticana autoria da cultura pop, trazendo luz a questões tanto sociais quanto práticas aesse respeito. Além disso, o estudo também apresenta como implicação prática aimportância dos influenciadores na influência das práticas de consumo por meio de seus discursos. Contribuições – O estudo aborda a concepção de produção paratextual como um diálogo teórico interdisciplinar para a tradição de pesquisa da teoria da cultura de consumo.Palavras-chave: Influenciadores digitais, paratexto, ideologias de mercado, mídia,análise foucaultiana do discurso.FECAP2022-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/4167Review of Business Management; Vol. 24 No. 2 (2022)RBGN Revista Brasileira de Gestão de Negócios; Vol. 24 Núm. 2 (2022)RBGN - Revista Brasileira de Gestão de Negócios; v. 24 n. 2 (2022)1983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/4167/1817https://rbgn.fecap.br/RBGN/article/view/4167/1818Luiz Maranhão de Souza-Leão, AndréMelo Moura, Bruno Kaíc da Silva Nunes, Walberinfo:eu-repo/semantics/openAccess2023-07-28T18:21:13Zoai:ojs.emnuvens.com.br:article/4167Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2023-07-28T18:21:13Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
All in One: Digital Influencers as Market Agents of Popular Culture Todos em Um: Influenciadores Digitais Como Agentes de Mercado da Cultura Pop |
title |
All in One: Digital Influencers as Market Agents of Popular Culture |
spellingShingle |
All in One: Digital Influencers as Market Agents of Popular Culture Luiz Maranhão de Souza-Leão, André |
title_short |
All in One: Digital Influencers as Market Agents of Popular Culture |
title_full |
All in One: Digital Influencers as Market Agents of Popular Culture |
title_fullStr |
All in One: Digital Influencers as Market Agents of Popular Culture |
title_full_unstemmed |
All in One: Digital Influencers as Market Agents of Popular Culture |
title_sort |
All in One: Digital Influencers as Market Agents of Popular Culture |
author |
Luiz Maranhão de Souza-Leão, André |
author_facet |
Luiz Maranhão de Souza-Leão, André Melo Moura, Bruno Kaíc da Silva Nunes, Walber |
author_role |
author |
author2 |
Melo Moura, Bruno Kaíc da Silva Nunes, Walber |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Luiz Maranhão de Souza-Leão, André Melo Moura, Bruno Kaíc da Silva Nunes, Walber |
description |
Purpose: Considering the growing relevance of the digital influencers on the consumer practices and the emergence of Brazil as one of main popular culture market in the world, the study aims to understand how Brazil popular culture digital influencers channels produce paratexts that complement and broaden the consumption experience of media texts. Theoretical framework: Digital influencers are articulated as consumption mediators through the notions of marketplace ideologies and agencies established by media discourses, grounded by the Foucauldian Theory of Knowledge and the Theory of Paratextuatlity. Design/methodology/approach: Using Foucauldian Discourse Analysis the research analyzes 4,006 video thumbnails posted between January 2017 and July 2019 from the top-five Brazilian YouTube channels specialized on popular culture and the entertainment industry. Findings: The identified discursive formations points to three ideological positions took by the digital influencers channels: as press, resonating the entertainment industry analytically; as fans, touting popular culture to a captive audience; and as promoters, assuming a marketing role in demand development. Altogether, these discourses evidence an episteme founded on a market agency. Research, Practical & Social implications: The study proposes an important theoretical insight, since digital influencers evidence an overlap of roles performed as market agents (e.g., consumers, producers, mediators), which are often well demarcated by the literature. Specifically, evokes an ethical reflection on such conduct and reverberates their practice on the authoring of popular culture, bringing light to both social and practical concerns about it. Furthermore, the study also presents as practical implication the importance of influencers in influencing consumption practices through their discourses. Originality/value: The study addresses the conception of paratextual production as an interdisciplinary theoretical dialogue for the Consumer Culture Theory research tradition. Key words: digital influencers; paratext; marketplace ideologies; media; Foucauldian Discourse Analysis. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4167 |
url |
https://rbgn.fecap.br/RBGN/article/view/4167 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/4167/1817 https://rbgn.fecap.br/RBGN/article/view/4167/1818 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 24 No. 2 (2022) RBGN Revista Brasileira de Gestão de Negócios; Vol. 24 Núm. 2 (2022) RBGN - Revista Brasileira de Gestão de Negócios; v. 24 n. 2 (2022) 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
_version_ |
1798942370917515264 |