Loading...
Publication
A cultura pop, o kitsch e o fenômeno da viralização
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 23.34 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente investigação busca identificar as influências da
Cultura Pop e do kitsch nos fenômenos virais espalhados
pela internet, com foco na socialização, construção e
apropriação de cultura, e base na identidade, oriundos de
um ambiente de cultura popular e globalizada e da
hiperconexão presente no século XXI. Para que esta
investigação tivesse fundamentação teórica, foram
exploradas as temáticas da Pop Art e seu importante papel
na cultura, no âmbito do surgimento da nomeada cultura
pop, bem como sua associação com o kitsch e seus
processos de socialização, que atravessaram gerações e
acompanharam as novas tecnologias, ganhando espaço na
nova era digital. Esta temática, que também foi explorada a
partir dos fenômenos da viralização, se deu pela análise do
surgimento da internet e das plataformas de mídias sociais,
e como estes fatores foram protagonistas deste movimento
virtual que passa pela hiperconexão, ubiquidade,
cibercultura e pela efemeridade da vida em “rede”, que rege
a sociedade contemporânea. A partir disso, se fez o uso da
hermenêutica para a análise da revisão de literatura para
desenvolver cinco hipóteses a serem validadas através de
um quadro referencial comparativo, que utiliza vetores
característicos de um fenômeno kitsch para identificar as
influências intrínsecas nos virais da internet. O quadro foi
aplicado junto a um estudo de caso, que selecionou seis
exemplos de fenômenos virais de diferentes plataformas
culturais para serem analisados. Com base nos resultados
obtidos, foi possível verificar as hipóteses e identificar a
influência da cultura pop e dos vetores kitsch nos
fenômenos virais.
The present investigation seeks to identify the influences of Pop Culture and kitsch on viral phenomena spread over the internet, focusing on socialization, construction, and appropriation of culture, and based on identity, arising from an environment of popular and globalized culture and the hyperconnection present in the XXI century. For this investigation to have a theoretical foundation, the themes of Pop Art and its important role in culture were explored, in the context of the emergence of the so-called pop culture, as well as its association with kitsch and its processes of socialization, which crossed generations and accompanied the new technologies, gaining space in the new digital age. This theme, which was also explored based on the phenomena of viralization, was based on the analysis of the emergence of the internet and social media platforms, and how these factors were protagonists of this virtual movement that passes through hyperconnection, ubiquity, cyberculture, and the ephemerality of “network” that governs contemporary society. From this point, hermeneutics was used to analyze the literature review to develop five hypotheses to be validated through a comparative framework, which uses characteristic vectors of a kitsch phenomenon to identify the intrinsic influences on internet virals. The framework was applied along with a case study, which selected six examples of viral phenomena from different cultural platforms to be analyzed. Based on the results obtained, it was possible to verify the hypotheses and identify the influence of pop culture and kitsch vectors on viral phenomena.
The present investigation seeks to identify the influences of Pop Culture and kitsch on viral phenomena spread over the internet, focusing on socialization, construction, and appropriation of culture, and based on identity, arising from an environment of popular and globalized culture and the hyperconnection present in the XXI century. For this investigation to have a theoretical foundation, the themes of Pop Art and its important role in culture were explored, in the context of the emergence of the so-called pop culture, as well as its association with kitsch and its processes of socialization, which crossed generations and accompanied the new technologies, gaining space in the new digital age. This theme, which was also explored based on the phenomena of viralization, was based on the analysis of the emergence of the internet and social media platforms, and how these factors were protagonists of this virtual movement that passes through hyperconnection, ubiquity, cyberculture, and the ephemerality of “network” that governs contemporary society. From this point, hermeneutics was used to analyze the literature review to develop five hypotheses to be validated through a comparative framework, which uses characteristic vectors of a kitsch phenomenon to identify the intrinsic influences on internet virals. The framework was applied along with a case study, which selected six examples of viral phenomena from different cultural platforms to be analyzed. Based on the results obtained, it was possible to verify the hypotheses and identify the influence of pop culture and kitsch vectors on viral phenomena.
Description
Keywords
Kitsch Cultura Pop Mídias Sociais Viralização Internet