Cultural Identity on the National Football League’s Brazilian Fans Consumption

Informações

Código: MKT249
Divisão: MKT - Marketing
Tema de Interesse: Tema 03 - Cultura e Consumo

Autores

BRUNO MELO MOURA (Prog de Pós-Grad em Admin/Dep de Ciênc Administrativas/Cent de Ciênc Soc Aplic – PROPAD/DCA/CCSA/UFPE - Universidade Federal de Pernambuco e IBGM/UNIBRA) brunomtop@gmail.com
André Luiz Maranhão de Souza-Leão (Prog de Pós-Grad em Admin/Dep de Ciênc Administrativas/Cent de Ciênc Soc Aplic – PROPAD/DCA/CCSA/UFPE - Universidade Federal de Pernambuco) desouzaleao.pq@gmail.com

Resumo

Brazilian NFL viewers interact in social media during the league games broadcast. Since fan consumption practices can establish identities by the intensity of the involvement with media products, present research aims analyzing how Brazilian NFL fans constitute cultural identities in their interactions on social media during the league games broadcast. For such purpose, we use netnography, a method is commonly used in studies that seek to understand cultural phenomena that occur through online interactions. The research corpus was formed by messages posted by fans on Twitter hashtags created by the ESPN channels of Brazil, during the games broadcasted in the course of the 2016-17 and 2017-18. The results indicate the constitution of three identity categories: nationalism, as a way of projecting an idealized image of a nation; localism, as demarcation of tensions of the differences existing in the country; and social minorities related to gender and sexual orientation, revealing tensions and conformities in the social construction of these positions. In revealing identities strongly related to the notion of place and to representations different of the hetero-masculine, such findings are evidenced as a particular version of the central values of the sport itself in its country of origin.

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