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Abstract(s)
Ao longo do tempo o homem aprendeu a se reinventar e a modificar as realidades nas quais
está inserido. Entre essas reinvenções, está o acesso a média digital, que deixou de pressupor
apenas o puro consumo, adotando uma vertente focada na interação. Diante desta realidade
em que consumidores conectados deixam de ser apenas espectadores passivos, este trabalho
propõe estudos relacionados às comunidades de fãs no contexto da cultura da participação,
da narrativa transmediática, da linguagem cinematográfica, do storytelling e dos direitos
autorais que, aliadas a estudos sobre comunidades de fãs e convergência mediática,
culminam em discussões à cerca das indústrias cultural e criativa, que levam a uma cultura
compartilhada em forma de média independente. Assim, esta pesquisa se propõe analisar as
novas práticas de consumo e a influência direta exercida pelos fãs no desenrolar da narrativa
utilizando como objeto de estudo a produção não oficial da saga de Harry Potter: o filme
Voldemort: origins of the Heir1,que foi produzido por fãs e atingiu mais de dois milhões de
visualizações no YouTube apenas 24h após o lançamento. Por fim, a análise do objeto vai
demonstrar que sem um trabalho minucioso de auscultação social que integre a participação
dos consumidores na concepção do projeto, sempre haverá brechas. E, com brechas, há
grandes chances de a produção ser um grande alvo de críticas.
Over time, man has learned to reinvent himself and to change the realities, which he is inserted. Among these reinventions is access to the digital media, which, no longer presupposes pure consumption, but instead adopts a focus on interaction. Given this reality in which connected consumers are no longer just passive spectators, this paper proposes studies related to fan communities in the context of participatory culture, transmedia narrative, film language, storytelling and copyright, allied to studies on fan communities and media convergence culminate in discussions around the cultural and creative industries that lead to a shared culture in the form of independent media. Thus, this research aims to analyse the new consumption practices and the direct influence exerted by the fans in the narrative unfolding using as object of study the unofficial production of the Harry Potter saga: the movie Voldemort: origins of the Heir, which was produced by fans and reached over two million views on YouTube just 24 hours after launch. Finally, the analysis of the object will show that without a thorough work of social listening that integrates the participation of consumers in the project design, there will always be gaps. And with loopholes, there is a high chance that production will be a hot spot for criticism.
Over time, man has learned to reinvent himself and to change the realities, which he is inserted. Among these reinventions is access to the digital media, which, no longer presupposes pure consumption, but instead adopts a focus on interaction. Given this reality in which connected consumers are no longer just passive spectators, this paper proposes studies related to fan communities in the context of participatory culture, transmedia narrative, film language, storytelling and copyright, allied to studies on fan communities and media convergence culminate in discussions around the cultural and creative industries that lead to a shared culture in the form of independent media. Thus, this research aims to analyse the new consumption practices and the direct influence exerted by the fans in the narrative unfolding using as object of study the unofficial production of the Harry Potter saga: the movie Voldemort: origins of the Heir, which was produced by fans and reached over two million views on YouTube just 24 hours after launch. Finally, the analysis of the object will show that without a thorough work of social listening that integrates the participation of consumers in the project design, there will always be gaps. And with loopholes, there is a high chance that production will be a hot spot for criticism.
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Keywords
Cultura da participação Fanfiction Direitos autorais Cultura da convergência Cinema Harry Potter Culture of participation Fanfiction Copyright Culture of convergence