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Publicação
O fandom nos ambientes digitais: o caso das Swifties
| Nome: | Descrição: | Tamanho: | Formato: | |
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| Projeto de graduação_2023103890 | 2.64 MB | Adobe PDF |
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O presente trabalho tem como objetivo aprofundar o conceito de fandom nos ambientes digitais e compreender de que forma este fenómeno se adaptou ao surgimento das redes sociais. Numa primeira fase, é feito um enquadramento teórico que percorre a origem e a evolução do conceito de fandom, desde a sua génese associada ao desporto até à sua consolidação enquanto campo de estudo dentro dos estudos dos media, bem como as suas principais manifestações nos ambientes digitais, nomeadamente através de noções como a cultura participativa, as comunidades de fãs, a economia afetiva e as características próprias de cada plataforma digital. A comunidade de fãs da Taylor Swift, mais conhecida como Swifties, foi o estudo de caso escolhido, devido à sua dimensão, intensidade de participação e por possuírem uma grande presença em plataformas digitais como o TikTok e o X. Para o caso prático, foi realizada uma análise de conteúdo, a publicações presentes nas duas plataformas, recolhidas através de hashtags associadas a este fandom. Esta análise permitiu perceber que a experiência de ser fã, hoje, vai muito além do consumo de músicas e envolve práticas próprias de cada comunidade de fãs, neste caso, a partilha de teorias, a procura de easter eggs ou a troca de pulseiras da amizade. A combinação destas práticas demonstra como o ambiente digital transformou o fandom, passando de uma experiência individual e privada para uma prática pública e coletiva, moldada de forma distinta consoante a plataforma em que se manifesta.
This study aims to delve into the concept of fandom within digital environments and understand how this phenomenon has adapted to the rise of social media. It begins by establishing a theoretical framework that traces the origin and evolution of the fandom concept, from its roots in sports to its consolidation as a field of study within media studies, and examines its key manifestations in digital spaces, specifically through concepts such as participatory culture, fan communities, the affective economy, and the unique characteristics of various digital platforms. Taylor Swift's fan community, known as "Swifties", was selected as the case study due to its size, the intensity of fan engagement, and its significant presence on digital platforms like TikTok and X. For the practical component, a content analysis was conducted on posts from these two platforms, gathered using hashtags associated with the fandom. This analysis revealed that the experience of being a fan today extends far beyond music consumption; it involves practices specific to the fan community, such as sharing theories, hunting for "Easter eggs," and exchanging friendship bracelets. The combination of these practices demonstrates how the digital environment has transformed fandom, shifting it from an individual, private experience into a public, collective activity that is shaped differently depending on the platform where it unfolds. Overall, the findings suggest that fan participation today is inseparable from the digital spaces in which it takes place.
This study aims to delve into the concept of fandom within digital environments and understand how this phenomenon has adapted to the rise of social media. It begins by establishing a theoretical framework that traces the origin and evolution of the fandom concept, from its roots in sports to its consolidation as a field of study within media studies, and examines its key manifestations in digital spaces, specifically through concepts such as participatory culture, fan communities, the affective economy, and the unique characteristics of various digital platforms. Taylor Swift's fan community, known as "Swifties", was selected as the case study due to its size, the intensity of fan engagement, and its significant presence on digital platforms like TikTok and X. For the practical component, a content analysis was conducted on posts from these two platforms, gathered using hashtags associated with the fandom. This analysis revealed that the experience of being a fan today extends far beyond music consumption; it involves practices specific to the fan community, such as sharing theories, hunting for "Easter eggs," and exchanging friendship bracelets. The combination of these practices demonstrates how the digital environment has transformed fandom, shifting it from an individual, private experience into a public, collective activity that is shaped differently depending on the platform where it unfolds. Overall, the findings suggest that fan participation today is inseparable from the digital spaces in which it takes place.
Descrição
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Palavras-chave
Fandom Swifties Redes sociais TikTok Ambientes digitais Social media Digital environments