Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire

Detalhes bibliográficos
Autor(a) principal: Macedo, Tarcízio
Data de Publicação: 2021
Outros Autores: Kurtz, Gabriela
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Contracampo
Texto Completo: https://periodicos.uff.br/contracampo/article/view/50495
Resumo: This article seeks to understand how colonial images and imaginaries travel through games, based on advertising actions around them, and create mature conditions for the proliferation of free labor based on hope. The theme is framed from theoretical-epistemological precepts that problematize the relationship between work and leisure in video games, a phenomenon that is better understood through the lens of coloniality. The gaze focuses on the advertising strategies of Operation Chrono in Brazil, the game Free Fire, along with campaigns by major advertisers in esports and soccer. The reinforcement of the neoliberal ideology and the profitable valorization of the forms of leisure and hope of aspiring players is identified, through the reproduction of rhetoric that reiterates the colonial matrix, the precariousness, the exploitation, and asymmetries of power in the industry and the esports ecosystem.
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spelling Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free FireQuem não sonhou em ser um jogador de videogame? Colonialidade, precariedade e trabalho de esperança em Free FireGame StudiesEsportsColonialityHope laborFree FireEsportsColonialidadePrecariedade Trabalho de EsperançaFree FireThis article seeks to understand how colonial images and imaginaries travel through games, based on advertising actions around them, and create mature conditions for the proliferation of free labor based on hope. The theme is framed from theoretical-epistemological precepts that problematize the relationship between work and leisure in video games, a phenomenon that is better understood through the lens of coloniality. The gaze focuses on the advertising strategies of Operation Chrono in Brazil, the game Free Fire, along with campaigns by major advertisers in esports and soccer. The reinforcement of the neoliberal ideology and the profitable valorization of the forms of leisure and hope of aspiring players is identified, through the reproduction of rhetoric that reiterates the colonial matrix, the precariousness, the exploitation, and asymmetries of power in the industry and the esports ecosystem.Este artigo busca compreender o modo como imagens e imaginários coloniais viajam pelos jogos, a partir de ações publicitárias ao seu redor, e criam condições maduras para a proliferação do trabalho gratuito baseado em esperança. O tema é enquadrado a partir de preceitos teórico-epistemológicos que problematizam a relação entre trabalho e lazer nos videogames, fenômeno que é melhor compreendido pela lente da colonialidade. O olhar se debruça sobre as estratégias publicitárias da Operação Chrono no Brasil, do jogo Free Fire, juntamente com campanhas de grandes anunciantes nos esports e no futebol. Identifica-se o reforço da ideologia neoliberal e a valorização lucrativa das formas de lazer e esperança de jogadores aspirantes, por meio da reprodução de retóricas que reiteram a matriz colonial, a precariedade, a exploração e assimetrias de poder na indústria e no ecossistema de esports.Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense2021-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://periodicos.uff.br/contracampo/article/view/5049510.22409/contracampo.v40i3.50495Contracampo; v. 40 n. 3 (2021): A Colonização do Jogo pelo Capitalismo Neoliberal II2238-25771414-748310.22409/contracampo.v40i3reponame:Contracampoinstname:Universidade Federal Fluminense (UFF)instacron:UFFporenghttps://periodicos.uff.br/contracampo/article/view/50495/30813https://periodicos.uff.br/contracampo/article/view/50495/32235Copyright (c) 2021 Tarcízio Macedo, Gabriela Kurtzhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMacedo, TarcízioKurtz, Gabriela2021-12-30T17:40:02Zoai:ojs.pkp.sfu.ca:article/50495Revistahttps://periodicos.uff.br/contracampoPUBhttps://periodicos.uff.br/contracampo/oai||contracampo.uff@gmail.com2238-25771414-7483opendoar:2021-12-30T17:40:02Contracampo - Universidade Federal Fluminense (UFF)false
dc.title.none.fl_str_mv Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
Quem não sonhou em ser um jogador de videogame? Colonialidade, precariedade e trabalho de esperança em Free Fire
title Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
spellingShingle Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
Macedo, Tarcízio
Game Studies
Esports
Coloniality
Hope labor
Free Fire
Esports
Colonialidade
Precariedade
Trabalho de Esperança
Free Fire
title_short Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
title_full Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
title_fullStr Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
title_full_unstemmed Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
title_sort Who hasn’t dreamed of being a video game player? : Coloniality and hope labor in Free Fire
author Macedo, Tarcízio
author_facet Macedo, Tarcízio
Kurtz, Gabriela
author_role author
author2 Kurtz, Gabriela
author2_role author
dc.contributor.author.fl_str_mv Macedo, Tarcízio
Kurtz, Gabriela
dc.subject.por.fl_str_mv Game Studies
Esports
Coloniality
Hope labor
Free Fire
Esports
Colonialidade
Precariedade
Trabalho de Esperança
Free Fire
topic Game Studies
Esports
Coloniality
Hope labor
Free Fire
Esports
Colonialidade
Precariedade
Trabalho de Esperança
Free Fire
description This article seeks to understand how colonial images and imaginaries travel through games, based on advertising actions around them, and create mature conditions for the proliferation of free labor based on hope. The theme is framed from theoretical-epistemological precepts that problematize the relationship between work and leisure in video games, a phenomenon that is better understood through the lens of coloniality. The gaze focuses on the advertising strategies of Operation Chrono in Brazil, the game Free Fire, along with campaigns by major advertisers in esports and soccer. The reinforcement of the neoliberal ideology and the profitable valorization of the forms of leisure and hope of aspiring players is identified, through the reproduction of rhetoric that reiterates the colonial matrix, the precariousness, the exploitation, and asymmetries of power in the industry and the esports ecosystem.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-30
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.uff.br/contracampo/article/view/50495
10.22409/contracampo.v40i3.50495
url https://periodicos.uff.br/contracampo/article/view/50495
identifier_str_mv 10.22409/contracampo.v40i3.50495
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.uff.br/contracampo/article/view/50495/30813
https://periodicos.uff.br/contracampo/article/view/50495/32235
dc.rights.driver.fl_str_mv Copyright (c) 2021 Tarcízio Macedo, Gabriela Kurtz
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Tarcízio Macedo, Gabriela Kurtz
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense
publisher.none.fl_str_mv Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense
dc.source.none.fl_str_mv Contracampo; v. 40 n. 3 (2021): A Colonização do Jogo pelo Capitalismo Neoliberal II
2238-2577
1414-7483
10.22409/contracampo.v40i3
reponame:Contracampo
instname:Universidade Federal Fluminense (UFF)
instacron:UFF
instname_str Universidade Federal Fluminense (UFF)
instacron_str UFF
institution UFF
reponame_str Contracampo
collection Contracampo
repository.name.fl_str_mv Contracampo - Universidade Federal Fluminense (UFF)
repository.mail.fl_str_mv ||contracampo.uff@gmail.com
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