Banca de DEFESA: RAFAELA MARTINS GOMES BORGES BRANDAO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : RAFAELA MARTINS GOMES BORGES BRANDAO
DATE: 29/06/2022
TIME: 14:00
LOCAL: por Videoconferência
TITLE:

“Oi, Meus Amor!”: appropriations of the YouTube platform in a generational perspective

KEY WORDS:

Appropriation of ICTs, Generation, Youtube, Youtubers.

PAGES: 117
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

The research aims to observe how the process of technological appropriation of the YouTube platform which today is the most accessed connected to the interne t video sharing site by Brazilians occurs in a generational perspective, by two Brazilian youtubers, from Paraná and Rio de Janeiro, above 50 years of age. Both housewives, with little technical knowledge about ICTs, began to use YouTube to share diverse content about their routines, in addition to interacting with their followers. Thus, they became content producers for the platform. Considering issues of gender, generation, race and class, our work focuses on two YouTube channel s of two women aged 54 and 59, to understand how they appr opriated this platform. From the studies on technological appropriations, platformization, digital gaps, generation and with an intersectional look, an explanatory multiple case study was carried ou t, classification of videos from both channels and in with terviews with the youtubers. Based on our findings, we understand that the different social markers influenced the way each of them saw the YouTube platform. While for one, from the beginning, there was a desire to share her experiences as a mature woman, for the other this novelty arose from a stimulus from her daughter and became her main financial income. We also observed how the generational exchange between them and their children was important so that they could, to some extent, appropriate the YouTub e platform. In addition, we noticed how the discourse of life experience as mature women, combined with an idea of collaboration with the channel's followers, as well as helping other people who are experiencing problems, is also something in common betwee n the two youtubers.

BANKING MEMBERS:
Externa à Instituição - MIRTA SUSANA MORALES
Presidente - 1526841 - LEONOR GRACIELA NATANSOHN
Externa à Instituição - MÔNICA DE SÁ DANTAS PAZ