NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES

Detalhes bibliográficos
Autor(a) principal: Cristina Mungioli, Maria
Data de Publicação: 2021
Outros Autores: Penner, Tomaz Affonso, Ikeda, Flavia Suzue de Mesquita
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista GEMInIS
Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/551
Resumo: The paper analyzes Netflix Brasil's promotional videos on YouTube in order to study the construction of discursive ethos of the brand through its enunciation, the use of storytelling and discursive strategies for propagation of content. The analysis highlights the interdiscursivity as a key element for the success of videos that use discursive strategies that interrelate characters from their programs with national media personalities. The humor genre adopted in the videos contributes to the construction of the discursive ethos of the brand, besides acting as an important element for both the fan engagement and the creation of spreadable media from brand discourse.
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spelling NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIESETHOS DISCURSIVO DA MARCA NETFLIX NO YOUTUBE: INTERDISCURSO E STORYTELLING EM ESTRATÉGIAS DE PROPAGAÇÃO DE CONTEÚDOSNetflixdiscursive ethosstorytellingbrand discourseNetflixethos discursivostorytellingdiscurso de marcaThe paper analyzes Netflix Brasil's promotional videos on YouTube in order to study the construction of discursive ethos of the brand through its enunciation, the use of storytelling and discursive strategies for propagation of content. The analysis highlights the interdiscursivity as a key element for the success of videos that use discursive strategies that interrelate characters from their programs with national media personalities. The humor genre adopted in the videos contributes to the construction of the discursive ethos of the brand, besides acting as an important element for both the fan engagement and the creation of spreadable media from brand discourse.O trabalho analisa os vídeos de divulgação da Netflix Brasil no YouTube com o objetivo de estudar a construção de ethos discursivo da marca por meio da sua enunciação, do uso de storytelling e de estratégias discursivas para propagação de conteúdo. A análise destaca o interdiscurso como elemento chave para o sucesso dos vídeos que utilizam estratégias discursivas que inter-relacionam personagens de seus programas com personalidades da mídia nacional. O gênero humor adotado nos vídeos contribui para a construção do ethos discursivo da marca, além de atuar como elemento importante para engajamento dos fãs e propagação do discurso de marca.UFSCar2021-06-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/55110.53450/2179-1465.RG.2021v12i1p189-211Revista GEMInIS; v. 12 n. 1 (2021): Desafios, Tendências e Pesquisas: Roteiros Audiovisuais - Parte 1; 189-211Revista GEMInIS; Vol. 12 No. 1 (2021): Challenges, Trends and Research: Audiovisual Scripts - Part 1; 189-211Revista GEMInIS; Vol. 12 Núm. 1 (2021): Desafios, Tendências e Pesquisas: Roteiros Audiovisuais - Parte 1; 189-2112179-1465reponame:Revista GEMInISinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARporhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/551/423Copyright (c) 2021 Maria Cristina Mungioli, Tomaz Affonso Penner, Flavia Suzue de Mesquita Ikedainfo:eu-repo/semantics/openAccessCristina Mungioli, MariaPenner, Tomaz AffonsoIkeda, Flavia Suzue de Mesquita2021-10-31T18:40:17Zoai:ojs.pkp.sfu.ca:article/551Revistahttps://www.revistageminis.ufscar.br/index.php/geminisPUBhttps://www.revistageminis.ufscar.br/index.php/geminis/oai||revista.geminisufscar@gmail.com2179-14652179-1465opendoar:2021-10-31T18:40:17Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
ETHOS DISCURSIVO DA MARCA NETFLIX NO YOUTUBE: INTERDISCURSO E STORYTELLING EM ESTRATÉGIAS DE PROPAGAÇÃO DE CONTEÚDOS
title NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
spellingShingle NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
Cristina Mungioli, Maria
Netflix
discursive ethos
storytelling
brand discourse
Netflix
ethos discursivo
storytelling
discurso de marca
title_short NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
title_full NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
title_fullStr NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
title_full_unstemmed NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
title_sort NETFLIX BRAND'S DISCURSIVE ETHOS ON YOUTUBE: INTERDISCURSIVITY AND STORYTELLING ON CONTENT SPREADABLE MEDIA STRATEGIES
author Cristina Mungioli, Maria
author_facet Cristina Mungioli, Maria
Penner, Tomaz Affonso
Ikeda, Flavia Suzue de Mesquita
author_role author
author2 Penner, Tomaz Affonso
Ikeda, Flavia Suzue de Mesquita
author2_role author
author
dc.contributor.author.fl_str_mv Cristina Mungioli, Maria
Penner, Tomaz Affonso
Ikeda, Flavia Suzue de Mesquita
dc.subject.por.fl_str_mv Netflix
discursive ethos
storytelling
brand discourse
Netflix
ethos discursivo
storytelling
discurso de marca
topic Netflix
discursive ethos
storytelling
brand discourse
Netflix
ethos discursivo
storytelling
discurso de marca
description The paper analyzes Netflix Brasil's promotional videos on YouTube in order to study the construction of discursive ethos of the brand through its enunciation, the use of storytelling and discursive strategies for propagation of content. The analysis highlights the interdiscursivity as a key element for the success of videos that use discursive strategies that interrelate characters from their programs with national media personalities. The humor genre adopted in the videos contributes to the construction of the discursive ethos of the brand, besides acting as an important element for both the fan engagement and the creation of spreadable media from brand discourse.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-27
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://www.revistageminis.ufscar.br/index.php/geminis/article/view/551
10.53450/2179-1465.RG.2021v12i1p189-211
url https://www.revistageminis.ufscar.br/index.php/geminis/article/view/551
identifier_str_mv 10.53450/2179-1465.RG.2021v12i1p189-211
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/551/423
dc.rights.driver.fl_str_mv Copyright (c) 2021 Maria Cristina Mungioli, Tomaz Affonso Penner, Flavia Suzue de Mesquita Ikeda
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Maria Cristina Mungioli, Tomaz Affonso Penner, Flavia Suzue de Mesquita Ikeda
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSCar
publisher.none.fl_str_mv UFSCar
dc.source.none.fl_str_mv Revista GEMInIS; v. 12 n. 1 (2021): Desafios, Tendências e Pesquisas: Roteiros Audiovisuais - Parte 1; 189-211
Revista GEMInIS; Vol. 12 No. 1 (2021): Challenges, Trends and Research: Audiovisual Scripts - Part 1; 189-211
Revista GEMInIS; Vol. 12 Núm. 1 (2021): Desafios, Tendências e Pesquisas: Roteiros Audiovisuais - Parte 1; 189-211
2179-1465
reponame:Revista GEMInIS
instname:Universidade Federal de São Carlos (UFSCAR)
instacron:UFSCAR
instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Revista GEMInIS
collection Revista GEMInIS
repository.name.fl_str_mv Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv ||revista.geminisufscar@gmail.com
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