Os processos educacionais no contexto da cultura digital: um estudo de caso do canal do Youtuber Felipe Neto
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2024-05-06
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Universidade Federal de Goiás
Resumo
The present research aims to analyze the educational processes generated within the scope of
digital culture, especially those promoted and constituted by the YouTuber Felipe Neto. The
investigation was guided by the following question: How can YouTube impact the process of
socialization and human formation, given that this platform presents itself as a media device
focused on entertainment content committed to market engagement metrics? The sample corpus
was made up of the persona Felipe Neto, as a businessman and digital influencer, and the
audiovisual material published, between 2018 and 2020, on his YouTube channel. In the study
sample, 370 videos were inspected (138 related to the Minecraft game and 232 entertainment),
with 05 of these videos (1 Minecraft game and 4 entertainment) selected and subjected to
statistical analysis of engagement metrics (views, likes, comments and running time) from
YouTube. The results of the study demonstrate that Felipe Neto, a digital influencer, has an
extreme ability to convince the public that follows him, using a narrative strategy that establishes
trust and provides a sense of belonging. Behind the scenes, this internet professional has a
specialized team, made up of several qualified professionals - from scriptwriters to editors - who
provide support and guarantee audience and monetization metrics, producing videos, managing
channel engagement, using strategies of marketing to ensure the adhesion of sponsors, brands,
advertisers, among others. The study shows that businessman Felipe Neto charted a professional
path not limited only to monetizing his channel and gaining millions of followers. When dealing
with controversial topics, with a political and/or ideological bias, his channel began to be
accompanied by disaffection, legal proceedings, criminal complaints, fake news, and threats.
Content generated by the influencer's channel is characterized as merchandise that
instrumentalizes the imagination of men and women. It is a technical product that, through
entertainment, produces representative images of a persona that uses various resources from
the cultural industry to guarantee the visibility of itself, because it is from its existence, verified by
the other who sees it, that its persona becomes a desirable object, a profitable commodity. By
producing consumer goods, the channel satisfies its users who, in a way, are at the mercy of this
persona. Such dependence is crossed by affections, personal preferences and sympathies,
however, in such a context, the user is just a consumer who appropriates produced content, since
he ignores his own subjectivity and clings to that of others. Therefore, it is clear that businessman
Felipe Neto's main objective on his channel is not to educate, but rather to entertain his audience,
following the logic of the market and capital. This finding suggests that the educational content
produced there does not encourage its followers to react critically to the problematic social issues
they face in their lives and witness in their surroundings.
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LOBATO, Iolene Mesquita. Os processos educacionais no contexto da cultura digital: um estudo de caso do canal do Youtuber Felipe Neto. 2024. 303 f. Tese (Doutorado em Educação) - Faculdade de Educação, Universidade Federal de Goiás, Goiânia, 2024.