Adler Ariel Moreno Mendes
More than a game: Skin’s consumption by women in the game League of Legends
Supervisor: Andrea Meyer Landulpho Medrado
The games, in the contemporary logic, abandoned the tone of childhood pastime, being practiced by all the genres of diverse age groups and different social strata. Not only that, as contemporaneity is crossed by the era of digital communication, different practices arise which, consequently, affects the social relations inserted in that period. Consumption, for example, has been changing according to this logic, with a significant number of people consuming so-called virtual goods. Based on Bourdieu (2017), Lipovetsky (2007) and Veblen (1983), besides other authors, I observe the association between games, society, digital environment and consumption. The main objective of the dissertation is to understand the motivation of female players in the trade of skins within the game League of Legends. I am not ignorant of the sexism and symbolic violence against these women in the League of Legends. This subject will be the subject of discussion in this dissertation. I highlight the steps of interviews with players of League of Legends and a netnográfico monthly maintained by me during the masters. Through these methods I can answer my hypotheses, exploring in what ways to have skins is a search for status, a search for identity self-representation, a search to insert within the group or search to escape sexism.
Keywords: Consumption, Sexism, Women, League of Legends, skin
Alexandre Freitas Campos
Everyday Life, Imaginary, and the Speech of Science in the TV Series Cosmos
Supervisor: Denise Tavares da Silva
This dissertation focuses on the two seasons of the Cosmos series (1980, 2014), with the main objective of analyzing their narrative and language strategies in order to discuss how they seek to promote scientific rationality and, at the same time, to disseminate science and its importance for understanding of the world in which we live and beyond, that is, the universe itself. In order to do so, the research is mainly based on authors such as Agnes Heller, Mikhail Bakhtin, Michel Maffesoli, Juremir Machado, Marcelo Gleiser and Benvenido León, as their methodological approach questions issues related to daily life, dialogues and discursive genres, imaginary and also to the narrative construction of non-fiction audiovisual on scientific topics. Of particular interest is the way in which the series seeks to “attain the social imaginary”, articulating in its narrative discourse such as science and belief and / or reason and emotion, paradoxically constructing a poetic and spiritualistic vision of the scientific enterprise. It is also emphasized that the dissertation has in its horizon to approach the relationship of the audiovisual with the popularization of science.
Keywords: Cosmos; audiovisual non-fiction; daily; imaginary; scientific divulgation
Ana Carolina Cometti Oliozi
Supervisor: Renata Rezende Ribeiro
The samba schools’ parade in Rio de Janeiro is an important event of carnaval. It reach to national due to broadcasting on open TV stations, to contextualize this work not only socially, but politically as well. This streaming has been conducted since the 1960s. TV Globo, a private Brazilian broadcaster, transmits parades at Marquês de Sapucaí since 1985. In 2016, TV Brasil, a Brazilian public broadcaster, had transmitted for the first time the champions’ parade of Rio de Janeiro samba schools, nationally and in open signal of TV. Therefore, the main question raised was about the differences and similarities that these streamings could present. In addition to analyzing the way Carnival and parades fit into the daily life of the city, at this research we also reflect on how they interfere in the festivities throughout the country, when associated with a process of mediatization. We also enumerate the differences about regulations and legislations for a public TV from a private TV to contextualize this work socially and politically. Finally, we carried out a case study of the transmissions of both broadcasters, from the samba schools that were champions in the years 2016, 2017 and 2018. In this study, we detail points of convergence and divergence between the broadcasts from a content analysis developed by herself.
Keywords: Television, carnival, media, daily life, samba schools.
Ana Paula Muller Soares
Maternal digital activism: Characteristics and interfaces of the mothers at network movement with a independent media and feminism
Supervisor: Andrea Medrado
The research aims to investigate the ways in which a networked movement created by mothers represents a distinct form of activism: digital maternal rights activism. Here, I seek to illustrate this argument by addressing other important issues and questions, such as: what are the main characteristics of this phenomenon? In what ways is the phenomenon located within the theoretical and empirical fields of digital activism? What are the relationships between maternal rights digital activism and other types of feminist activism?; and, finally, what are the linkages between maternal rights digital activism and independent media? Drawing from an ethnographic approach, with participant observations conducted on the Cientista Que Virou Mãe (Scientist Who Became a Mother) platform, I have discovered that the main purpose of this type of networked activism is to transform the ways in which society views and treats women with children by politicizing motherhood and occupying the offline spaces of everyday life as a form of resistance.
Keywords: digital activism; maternal rights activism; networked movements; independent media; Scientist Who Became a Mother; social media; digital communication.
Carlos Alberto M. Briggs Junior
The Playboy case in the Brazilian media: When daily life mythifies the antihero by reinforcing the stereotype of crime
Supervisor: Carla Baiense Felix
This research proposes a discussion about the maintenance of the stereotype of criminality before the media narratives, in the service of the hegemonic class. It starts from the perspective that this discourse aims to guarantee the maintenance of the class structure. Thirteen stories from the country’s main news sites were analyzed on Luiz Fernando da Costa, better known as Fernandinho Beira Mar, Luciano Martiniano, Pezão, and Celso Pinheiro Pimenta, better known as Playboy, in a movement imbricado in Playboy in the direction of the press Rio de Janeiro and Vivaldi, in view of the analysis that the bandit displaces the social construction of criminality and again guarantees a place of speech in society. It is also assumed that these movements contributed to the construction of the social memory of Playboy, far beyond the police pages.
Keywords: Violence, discourse, crime, society, intellectual production
Gabriel Faza Guedes da Silva
Borders of social advertising: #TodosContraTB and the challenges of social mobilization by networks
Supervisor: Patrícia Gonçalves Saldanha
Advertising, as a tool, served the market for decades in the creation and maintenance of an environment conducive to voracious consumption with consumers eager to purchase products and services. Social advertising, however, takes hegemonic tools of advertising and uses them for a new purpose, hegemonic, which, based on the creation of the bond and on the engagement, is able to mobilize civil society in favor of resolutions of common causes. It is about the concept of social advertising, from the perspective of Laccops, which is based on this research. The object analyzed was the campaign #TodosContraTB, coordinated by the organization Médicos Sem Fronteiras, which aimed to collect signatures through an online petition to press health ministers from countries still suffering from high rates of tuberculosis in the to take effective measures to combat the disease in their countries. To be treated of a campaign carried out, especially through digital channels, #TodosContraTB was the basis for reflecting on the possibilities of social digital networks and questioned, to what extent it is possible to carry out counter- hegemonic in a scenario modulated by hegemonic tools. For, from there, to analyze whether the campaign fits into the concept of social advertising, as well as itself contributes to its complementation.
Keywords: social advertising; MSF; #TodosContraTB; engagement; mobilization; tuberculosis.
Jesiel Carvalho de Lima Araujo
Board games and appropriations of the environment: the magic circle and the tactical suspension of daily life
Supervisor: Emmanoel Martins Ferreira
Board games are a true gateway to a magical world. The necessary preparations to play it are almost ritualistic, where everyone sits around the table and is engaged in that activity, whether to be the best strategist or just to have a good time. It is undeniable that board games have been present in humanity for centuries and were part of the childhood of many Brazilians. However, a different phenomenon has emerged a few years ago and is taking over the shelves of the houses and making specialty shops and board games events multiply. We are talking about modern board games. This work seeks to draw a brief overview of the formation of this scenario and try to better understand how these games are played in environments that were not originally intended for them, such as the food court of a mall, for example. Understanding the role and place of modern board games occupy in the structure of contemporary everyday life is one of the issues raised in this dissertation.
Keywords: board games, daily life, tactics, appropriation.
Larissa de Oliveira Cesar
Pastor Silas Malafaia in the 2018 elections: The strategic use of Twitter as a platform in daily media
Supervisor: Patrícia Gonçalves Saldanha
The number of evangelical believers in Brazil is increasing, while political articulation among religious actors has strengthened in the National Congress. Political activity and the growth of the evangelical population are the fruit of the expansion of the neo-Pentecostal movement, a segment that is characterized by a strong media presence. In view of this, a political action materializes that seeks to block moral struggles and media interests. It is understood that the media takes center stage in everyday life. It is in this context that Pastor Silas Malafaia strengthens as a leader of opinion and a digital influencer: with a wide presence in the mass media, in digital media and outside the media, fueled by political repercussions. The objective of this paper is to understand the strategic construction of Malafaia’s rhetoric in order to persuade its audience on Twitter’s social network during the 2018 Elections. For this purpose, a set of methods will be used that links bibliographic research, content analysis and documentary research. The main authors and concepts used to support the work are: opinion leader (LAZARSFELD, 1944), mediatization (SODRÉ, 2002, 2014), everyday (HELLER, 2000), content analysis (BARDIN, 1977), Neo-Pentecostal sociology of Machado (2009) and Mariano (2005) and rhetorical argumentation (DITTRICH, 2008). As a result, it is concluded that Malafaia’s strategic rhetoric prioritizes emotions, especially disgust, to persuade its public in the digital media by fueling a public aversion against the political left and the major press.
Keywords: Communication in politics, everyday life, digital media, religion, intellectual production.
Leandro Marlon Barbosa Assis
Digital media, teaching practices and school everyday: discussion of the paradigm of the school of the XXI century from Critical Education for Media
Supervisor: Alexandre Farbiarz
This dissertation seeks to understand the changes in habits and behaviors in school life, from the insertion of digital media, focusing on the paradigm of the school of the 21st century, especially with regard to the formation for the critical reflection of the student, with focus on the interface of Communication with Education from the perspective of Critical Education for Media. The theoretical approach is based mainly on the writings of Paulo Freire (1967, 2011, 2015b) and the bibliographic review of the interface area (APARICI, 2014; BACKINGGA, 2009; BUCKINGHAM, 2005; CITELLI, 2011; COSCARELLI, 2016; FEDOROV, 2008 (2009), in the perspective of differentiation between the concept of digital media (a), and (b) (Bertoldo, 2018) and technology (MILL, BERTOLDO, 2018). For the elaboration of this work, 10 educators were interviewed in three schools of the State Network of Rio de Janeiro and, also, the Participant Research was carried out in the locus of their daily life to substantiate the observation. Based on the Content Analysis (BARDIN, 1977) of the interviews, it was noticed that the educators are divided into two groups: (a) those who use the media and seek to exercise a critical education and (b) those who use in an uncritical way or refuse to use. From this analysis, therefore, the research emphasizes that the existence of the first group is due, with greater weight: (1) to the formation of the educator; (2) the reality of the school; and (3) support from school and government.
Keywords: Critical Education for Media; Teaching Practice; Digital Media; Everyday School.
Leticia Carolina dos Santos Moreira Pinho
New daily forms of relationship between Pope Francisco and his followers through his Instagram profile
Supervisor: Andrea Meyer Landulpho Medrado
The avid social, economic and technological changes, and the reduction of time in face of the multiplicity of daily demands, have been shaping the hypermodern society. With this, the networks of contact and social interaction have undergone changes, to the point that they cross the daily life of the subjects. Thus, interaction mediated by social networks is gaining more and more space in hypermodernity (LIPOVETSKY, 2004), reaching various levels of society, including leaders of religious institutions such as Pope Francisco. This new form of communication used by the Catholic Church has raised the following research problem: How is daily mediated interaction transforming the nature of Pope Francis’s communication with his followers? Thus, this study seeks to analyze how the daily mediated interaction between Pope Francis and his followers through the Instagram can contribute to a transformation in the way in which they connect with the public figure of the Pope. The proposal is to analyze which are the types of content posted in the Pope’s Instagram that demonstrate a tendency to provoke more reactions among followers and why; investigate styles, formats and post features on the Pope’s Instagram; to verify the nature of the mediated interaction between followers and Francis. To carry out this research are used as approaches
Keywords: mídia e cotidiano; interação; celebridade; Instagram; Papa Francisco.
Lílian Wilson de Oliveira Ferreira Tropiano
Malhação as a symbolic construct: the representation of everyday school
Supervisor: Ana Paula Bragaglia
The research has as object the representation of the public school in the media, in particular the novel Malhação season Live the difference. To do so, we investigate the discourse that arises from the representation of everyday school in this media product. The novel Malhação went on to cite the public school as a narrative space after 15 years of exhibition. This erasure of the representation of the public school in a long period of the history of the program was the motivation for the research, considering the stigma nicknamed to the institution in relation to the social origin of its members. The analysis is based on the way agents establish relations between themselves and with the space of the public school in the daily represented. The main methodology of data collection used was the Discourse Analysis of the French line (CHARAUDEAU, 2001, 2004, 2007, 2013, 2016). We collected 14 episodes in which we analyzed the effects of speech. In this way, we contribute in the theory of social representation (MOSCOVICI, 2015) and in the concepts of utopia and ideology (RICOUER, 2015), public opinion (LIPPMANN, 2017), common sense (GRASMCI, 2011; MARTINS, 2010) of the effects of paternalization of discourse (CHARAUDEAU, 2007). As main results, we observe that although the production has expressed the intention to break with the negative stereotypes about the daily school of the public school, its agents are still not represented in order to dilute such stereotyped visions.
Keywords: Everyday School, Public School, Social Representation, Stereotype, Speech
Luciana Aparecida Carlos Ribeiro
#Empodere: Feminist confrontation with the use of hashtags in everyday life online
Supervisor: Renata Rezende Ribeiro
The increasing access to the Internet has established transformations in the relationship dynamics of social agents. Sometimes established practices are adapted to the digital environment and, in some cases, innovative techniques arise to meet the individual’s need. In this research, we intend to understand some of these changes by observing the outbreak of the struggle for gender equality in online social networks. To do so, we will present the trajectory of three feminist campaigns using hashtags: #PrimeiroAssédio #MeuAmigoSecreto, and #33DiasSemMachismo. We seek to understand how everyday events generate mobilization in online social networks and return to the face-to-face environment, gaining space in the mainstream media, generating a flow of communication in which daily life is ruled and republished by its own events, reflecting on the aspects of rights retreat and future challenges. We will discuss the origins and / or history of some sexist practices that permeate the contemporary society under the bias of the naturalization of gender inequality, from what we will call Legislative Violence, Cultural Violence and Social Violence.
Keywords: feminism; daily life; hashtags; social networks; Facebook
Maria Cristina Guimarães Rosa do Amaral
Displacement of narratives and senses in the recirculation of news in social networks: A study of the page “Caneta Desmanipuladora”
Orientador: João Batista de Abreu
This dissertation analyzes the virtual page Caneta Desmanipuladora – available on Facebook at https://www.facebook.com/canetadesmanipuladora – that circulates on the internet versions of newspaper headlines published by the mainstream midia. On theese versions it offers a reinterpretation of the facts narrated. Words are scratched with red pilot and deleted or replaced, or even new words are included. The meanings produced by the statement suggest a change in the original sense effect, indicating other points of view for the news. Examples of headlines reconfigured in various aspects of everyday life are presented. The page also produces a new reading practice, in an overlap between journalism and activism. Based on the survey methodology, the research investigates the universe of the group O Rascunho, created by the founders of the Caneta Desmanipuladora , and serves as a discussion forum and suggestion group of guidelines.
Key words: journalism; media; activism; social networks
Mirian Aranha Sampaio
Advertising of medicines and self-medication: media productions and convergences with the contemporary medicalized society
Supervisor: Ana Paula Bragaglia
Advertising for Over The Counter (OTC) medicines, those whose purchase does not require prescription, and advertising can be directed to the user of the medication, has large space in the postmodern media and it is figured among the modes with the largest dedicated investments. This dissertation was dedicated to the understanding of elements that constitute the context in which these pieces are created, among them the main characteristics of the subject and the postmodern society, marked by the phenomenon of medicalization, which also sought to present. In addition, it was discussed the main strategies and marketing resources that support traditional advertising actions, as well as those aimed at the promotion of drugs. For this work a bibliographical review was carried out regarding the subject and advertising pieces of the medications Dorflex and Neosaldina were analyzed, under the Discourse Analysis methodology.
Keywords: Advertising; Medicine; Medicalization; Media; Everyday life.
Pamela Passos Mascarenhas
Post-internet cultural journalism: analysis of the function of the daily printed supplement in the cultural field from its relationship with the marketplace
Supervisor: Carla Baiense Felix
Considering that the forms of producing, distributing and consuming symbolic goods in the artistic and cultural market changed with the infotelecommunications (Schneider), this thesis wanted to analyse the impact of these new circuits in two tradicional markets, Cultural Journalism and Music, from the experience of each one of them and from the experience between them in the context of the internal dynamics of artistic and cultural field (Bourdieu),
with focus on printed daily cultural supplement and the brasilian music industry. The initial hypothesis was that the Cultural Journalism would have had the importance of his function as instance of reproduction and consecration displaced inside this field, with the proliferation of digital technologies in everyday life and the possibility of anyone became a medium (Sodré), and an apparent loss of hegemony over traditional media. Interviewing field agents and
analysing Segundo Caderno’s path, and also considering the production of Caderno B, however, we can see that the relationships between the music industry and the journalistic industry not only have not weakened as the space of the daily printed Cultural Journalism has been valued, at least from the perspective of its function for the industry strategies, and not specifically for the reader.
Keywords: Journalism; Music; economic aspect; Culture Industry; Media
Renata Palitó de Carvalho
Aspects of digital activism in the municipal policy of São Gonçalo: A study of the pages Fala Coroado and São Gonçalo da Depressão
Supervisor: Adilson Vaz Cabral Filho
In this work we perceive how the internet and social networks formed in social software, especially Facebook, have been consolidating as platforms of social articulation and mobilization for social and political actions, from the proliferation of virtual communities with activist aspects. Some of these social media can be considered new communicative channels of neighborhoods and cities, endowed with the urgency of society to collect provisions, claim improvements, criticize public agents / government and gain visibility in the digital environment, as has been happening in the municipality of São Gonçalo, in the region metropolitan of Rio de Janeiro. From this context, two virtual communities of the municipality of São Gonçalo – “Fala Coroado” and “São Gonçalo da Depressão” – are analyzed using the netnographic method of posts and comments, together with the quantitative analysis and an online interview with the administrators on both pages. We conclude that while the page “Fala Coroado” constitutes a means of digital embryonic activism, whose biggest challenge is to overcome the interests of local government and proselytism, the page “São Gonçalo da Depressão” acts as a digital parlor that makes use of humor to address sociopolitical issues in the municipality of São Gonçalo, rather than as a means of digital activism itself. Nonetheless, research shows that new forms of associations are being articulated by ordinary citizens, who use the tools available in the digital medium to form networks of actions or only foster sociability and the exchange of experiences of subjects who share a similar social reality.
Keywords: Digital Activism; Social movements; Community Communication; Social media; Sao Goncalo
Rodrigo Moraes Bittencourt Scisino Alonso
Some Kind of Monster: Mediatization and the representations about (and of) Heavy Metal
Supervisor: Denise Tavares da Silva
The object of this work is to discuss the narrative construction of the musical documentary Some Kind of Monster (2004). It portrays a turbulent period, in terms of personal relationships, of the Heavy Metal band Metallica, during the recording of the album released in the year 2003, called “St. Anger”. The central theoretical question that leads to this dissertation is the concept of mediatization according to Hjarvard (2012), that is, the idea that mediatization can shift the social imaginary constructed from the mediatic representations (crystallizations of certain identities, fixation of prejudices and stigmas, etc.). Thus, the choice of this work is justified, considering that the imaginary about Heavy Metal, as presented in this work, defines it from musical stereotypes and behavior that close it in a pre-determined niche, while the documentary allows a “break” of this circumscription when articulating its narrative to the daily life of the band, including its conflicts in that period. The hypothesis mobilized a methodological path that included a sample of news videos on Heavy Metal in the years of the Rock in Rio festival (1985, 1991, 2001, 2011, 2013 and 2015), a brief review of the history of the genre emphasizing moments of inflection which consolidated their main musical, visual and behavioral characteristics, and the analysis of the documentary Some Kind of Monster. It is important to highlight that the main axis of comparison was the identity construction of the genre assumed by the flow of the underground and by what is favored in the mainstream (which relates to pop music). This approach was carried out in dialogue with authors such as the aforementioned Stig Hjarvard; with Michel Maffesoli and his concept of formism and discussion about urban tribes; with Jacques Aumont and Manoela Penafria (film analysis), and also with researchers who discuss the media (Kellner), identity (Stuart Hall),and prejudice (Heller).
Keywords: Heavy Metal; Midiatization; Representation; Prejudice; Daily.