O eco das vozes negras: uma análise netnográfica de comunidades virtuais de mulheres negras no YouTube

Abstract

With the advancement of new technologies, new forms of social interactions have also emerged. YouTube is an important example of how social interaction is mediated by the igital ecosystem and the culture of participation, allowing users to create, share, and comment on videos, which fosters networks of collaboration and social interaction. Video content sharing on the platform has become a business model, a space for counter-hegemonic struggle, an aggregator of individuals into communities, and an identity builder. This study presents an analysis of community ties and racial and identity issues present in the content produced by two black culture channels on YouTube: “Gabi Oliveira” and “Papo de Preta” in 2020, marked by the expressiveness of black social movements. For this purpose, Netnography according to Kozinets (2010, 2015) and Content Analysis of comments according to Bardin (2011) were applied as methodological approaches. The investigation covered concepts of human rights, racism, black subjectivity, identity, otherness, web 3.0, social networks, social movements, and virtual communities, aiming to integrate different fields of scientific knowledge in an interdisciplinary analysis. The analysis revealed that the videos provide positive representations of blackness, challenging stereotypes and creating support and mobilization spaces that act as catalysts for social change, strengthening identity and community ties among their black viewers, promoting reflections on self-esteem, stigmatization, colorism, resistance, identification, and self-affirmation