Cultural identity in the consumption of the National Football League by Brazilian fans

Detalhes bibliográficos
Autor(a) principal: Moura, Bruno Melo
Data de Publicação: 2020
Outros Autores: Souza-Leão, André Luiz Maranhão de
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Cadernos EBAPE.BR
Texto Completo: https://periodicos.fgv.br/cadernosebape/article/view/81811
Resumo: Brazilians watching the US National Football League (NFL) interact on social media during the broadcast of league games. Since fan consumption practices can establish identities from the intensity of involvement with media products, this research aims to analyze how Brazilian NFL fans constitute cultural identities in their interactions on social media during the broadcast of league games. We use netnography, a method commonly used in studies that seek to understand cultural phenomena that occur through online interactions. The research corpus was formed by messages posted by fans on Twitter hashtags created by the ESPN channels of Brazil, during the games broadcasted in the 2016- 2017 and 2017-2018 seasons. The results indicate three identity categories: nationalism, as a way of projecting an idealized image of a nation; localism, as a demarcation of tensions of the differences existing in the country; and social minorities related to gender and sexual orientation, revealing tensions and conformities in the social construction of these positions. By revealing identities strongly related to the notion of place and different representations of the hetero-masculine, these findings are evidenced as a particular version of the central values of the sport itself in its country of origin.
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spelling Cultural identity in the consumption of the National Football League by Brazilian fansIdentidad cultural en el consumo de fanes brasileños de la National Football LeagueIdentidade cultural no consumo de fãs brasileiros da National Football LeagueNFL. Cultural identity. Fans. Prosumption. Netnography.NFL. Identidad cultural. Fanes. Prosumo. Netnografía.NFL. Identidade cultural. Fãs. Prossumo. Netnografia.Brazilians watching the US National Football League (NFL) interact on social media during the broadcast of league games. Since fan consumption practices can establish identities from the intensity of involvement with media products, this research aims to analyze how Brazilian NFL fans constitute cultural identities in their interactions on social media during the broadcast of league games. We use netnography, a method commonly used in studies that seek to understand cultural phenomena that occur through online interactions. The research corpus was formed by messages posted by fans on Twitter hashtags created by the ESPN channels of Brazil, during the games broadcasted in the 2016- 2017 and 2017-2018 seasons. The results indicate three identity categories: nationalism, as a way of projecting an idealized image of a nation; localism, as a demarcation of tensions of the differences existing in the country; and social minorities related to gender and sexual orientation, revealing tensions and conformities in the social construction of these positions. By revealing identities strongly related to the notion of place and different representations of the hetero-masculine, these findings are evidenced as a particular version of the central values of the sport itself in its country of origin.Los espectadores brasileños de la NFL interactúan en las redes sociales durante la transmisión de los juegos de la liga. Dado que las prácticas de consumo de fanes pueden establecer identidades por la intensidad de la participación en los productos de los medios, la investigación actual se propone analizar cómo los fanes brasileños de la NFL constituyen identidades culturales en sus interacciones en las redes sociales durante la transmisión de los juegos de la liga. Para tal fin, utilizamos la netnografía, un método que se usa comúnmente en estudios que buscan comprender los fenómenos culturales que ocurren a través de las interacciones en línea. El corpus de investigación se compuso por mensajes publicados por los fanes en etiquetas de Twitter creadas por los canales de ESPN de Brasil, durante los juegos transmitidos durante las temporadas 2016-2017 y 2017-2018. Los resultados indican la constitución de tres categorías de identidad: el nacionalismo, como una forma de proyectar una imagen idealizada de una nación; el localismo, como demarcación de las tensiones de las diferencias existentes en el país; y las minorías sociales relacionadas con el género y la orientación sexual, revelando tensiones y conformidades en la construcción social de estas posiciones. Al revelar identidades fuertemente relacionadas con la noción de lugar y con representaciones diferentes de la heteromasculina, tales hallazgos se evidencian como una versión particular de los valores centrales del deporte en su país de origen.Os telespectadores brasileiros da NFL interagem nas mídias sociais durante a transmissão dos jogos da liga. Uma vez que as práticas de consumo de fãs podem estabelecer identidades pela intensidade do envolvimento com os produtos de mídia, a presente pesquisa visa analisar como os fãs brasileiros da NFL constituem identidades culturais em suas interações em mídia social durante a transmissão dos jogos da liga. Para tanto, utilizamos a netnografia, método que é comumente utilizado em estudos que buscam compreender fenômenos culturais que ocorrem por meio de interações online. O corpus da pesquisa foi formado por mensagens postadas por fãs nas hashtags do Twitter criadas pelos canais ESPN do Brasil, durante os jogos veiculados no decorrer das temporadas 2016-2017 e 2017-2018. Os resultados indicam a constituição de três categorias identitárias: nacionalismo, como forma de projetar uma imagem idealizada de nação; localismo, como demarcação das tensões das diferenças existentes no país; e minorias sociais relacionadas a gênero e orientação sexual, revelando tensões e conformidades na construção social dessas posições. Ao revelar identidades fortemente relacionadas à noção de lugar e a representações diferentes da hétero-masculina, tais achados são evidenciados como uma versão particular dos valores centrais do próprio esporte em seu país de origem.Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas2020-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.fgv.br/cadernosebape/article/view/8181110.1590/1679-395120190020Cadernos EBAPE.BR; Vol. 18 No. 3 (2020); 595-608Cadernos EBAPE.BR; Vol. 18 Núm. 3 (2020); 595-608Cadernos EBAPE.BR; v. 18 n. 3 (2020); 595-6081679-3951reponame:Cadernos EBAPE.BRinstname:Fundação Getulio Vargas (FGV)instacron:FGVporenghttps://periodicos.fgv.br/cadernosebape/article/view/81811/78011https://periodicos.fgv.br/cadernosebape/article/view/81811/78013Copyright (c) 2020 Cadernos EBAPE.BRinfo:eu-repo/semantics/openAccessMoura, Bruno MeloSouza-Leão, André Luiz Maranhão de2022-07-08T19:36:23Zoai:ojs.periodicos.fgv.br:article/81811Revistahttps://periodicos.fgv.br/cadernosebapehttps://periodicos.fgv.br/cadernosebape/oaicadernosebape@fgv.br||cadernosebape@fgv.br1679-39511679-3951opendoar:2024-05-13T10:00:14.638333Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)true
dc.title.none.fl_str_mv Cultural identity in the consumption of the National Football League by Brazilian fans
Identidad cultural en el consumo de fanes brasileños de la National Football League
Identidade cultural no consumo de fãs brasileiros da National Football League
title Cultural identity in the consumption of the National Football League by Brazilian fans
spellingShingle Cultural identity in the consumption of the National Football League by Brazilian fans
Moura, Bruno Melo
NFL. Cultural identity. Fans. Prosumption. Netnography.
NFL. Identidad cultural. Fanes. Prosumo. Netnografía.
NFL. Identidade cultural. Fãs. Prossumo. Netnografia.
title_short Cultural identity in the consumption of the National Football League by Brazilian fans
title_full Cultural identity in the consumption of the National Football League by Brazilian fans
title_fullStr Cultural identity in the consumption of the National Football League by Brazilian fans
title_full_unstemmed Cultural identity in the consumption of the National Football League by Brazilian fans
title_sort Cultural identity in the consumption of the National Football League by Brazilian fans
author Moura, Bruno Melo
author_facet Moura, Bruno Melo
Souza-Leão, André Luiz Maranhão de
author_role author
author2 Souza-Leão, André Luiz Maranhão de
author2_role author
dc.contributor.author.fl_str_mv Moura, Bruno Melo
Souza-Leão, André Luiz Maranhão de
dc.subject.por.fl_str_mv NFL. Cultural identity. Fans. Prosumption. Netnography.
NFL. Identidad cultural. Fanes. Prosumo. Netnografía.
NFL. Identidade cultural. Fãs. Prossumo. Netnografia.
topic NFL. Cultural identity. Fans. Prosumption. Netnography.
NFL. Identidad cultural. Fanes. Prosumo. Netnografía.
NFL. Identidade cultural. Fãs. Prossumo. Netnografia.
description Brazilians watching the US National Football League (NFL) interact on social media during the broadcast of league games. Since fan consumption practices can establish identities from the intensity of involvement with media products, this research aims to analyze how Brazilian NFL fans constitute cultural identities in their interactions on social media during the broadcast of league games. We use netnography, a method commonly used in studies that seek to understand cultural phenomena that occur through online interactions. The research corpus was formed by messages posted by fans on Twitter hashtags created by the ESPN channels of Brazil, during the games broadcasted in the 2016- 2017 and 2017-2018 seasons. The results indicate three identity categories: nationalism, as a way of projecting an idealized image of a nation; localism, as a demarcation of tensions of the differences existing in the country; and social minorities related to gender and sexual orientation, revealing tensions and conformities in the social construction of these positions. By revealing identities strongly related to the notion of place and different representations of the hetero-masculine, these findings are evidenced as a particular version of the central values of the sport itself in its country of origin.
publishDate 2020
dc.date.none.fl_str_mv 2020-06-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/81811
10.1590/1679-395120190020
url https://periodicos.fgv.br/cadernosebape/article/view/81811
identifier_str_mv 10.1590/1679-395120190020
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.fgv.br/cadernosebape/article/view/81811/78011
https://periodicos.fgv.br/cadernosebape/article/view/81811/78013
dc.rights.driver.fl_str_mv Copyright (c) 2020 Cadernos EBAPE.BR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Cadernos EBAPE.BR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
publisher.none.fl_str_mv Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas
dc.source.none.fl_str_mv Cadernos EBAPE.BR; Vol. 18 No. 3 (2020); 595-608
Cadernos EBAPE.BR; Vol. 18 Núm. 3 (2020); 595-608
Cadernos EBAPE.BR; v. 18 n. 3 (2020); 595-608
1679-3951
reponame:Cadernos EBAPE.BR
instname:Fundação Getulio Vargas (FGV)
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instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Cadernos EBAPE.BR
collection Cadernos EBAPE.BR
repository.name.fl_str_mv Cadernos EBAPE.BR - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv cadernosebape@fgv.br||cadernosebape@fgv.br
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