Vlive: um microssistema da Hallyu no universo das plataformas
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Data
2024-08-29
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Universidade Federal de Goiás
Resumo
This study characterizes and analyzes the operation of the south korean
platform Vlive tv, which existed from 2015 to 2022, according to its
components that positioned it as part of a platform ecosystem, as discussed
by Van Djick, Poell, and Waal (2018). Vlive tv offered streaming and ondemand content aimed at the niche of global K-Pop fans, who sought a sense
of closeness to artists of this genre despite geographical distance. It also
allowed fans to meet and associate, working equally as a social network and a
tool of the Hallyu, the wave of south korean culture dissemination. For the
platform analysis, the study considered the three main pillars of an ecosystem
according to Van Djick, Poell, and Waal (2018): datification, selection, and
commoditization. Identifying and analyzing these pillars, along with the
characteristics of the microsystem – the platform in its individuality as
discussed by Van Djick (2016) – was the primary methodology of this
research. Complementary methodologies included documental research and
semi-structured interviews with former platform users about their
experiences. This study presents an opportunity to identify strategies for the
cultural diffusion of a nation in a global scenario increasingly reliant on
platform services. Through this study, it is evident how Vlive constructed its
governance linked to market relations, established itself as a social
intermediary, and commoditized fan experiences through a transmedia
narrative. It is also pertinent to observe how Naver, the company that owned
Vlive, sought to serve diverse markets through platforms and became
important for the economy of South Korea.