Extraordinary experience of the brazilian NFL audience: a netnography on Twitter interactions

André Luiz Maranhão de Souza-Leão; Bruno Melo Moura

doi:10.5585/podium.v9i2.14505

Autores/as

André Luiz Maranhão de Souza-Leão Universidade Federal de Pernambuco https://orcid.org/0000-0002-7660-5845
Bruno Melo Moura Universidade Federal de Pernambuco

DOI:

https://doi.org/10.5585/podium.v9i2.14505

Palabras clave:

NFL, Experiencia extraordinaria, Aficionados, Prosunción, Netnografía.

Resumen

Propósito: Se ha animado a los espectadores brasileños de la Liga Nacional de Fútbol (NFL) a replicar sus juegos en las redes sociales, ya que las interacciones entre los consumidores cambian su percepción sobre sus experiencias. Por lo tanto, el objetivo de la presente investigación es analizar cómo los espectadores de la NFL en Brasil expresan la extraordinaria experiencia de consumir en interacciones virtuales establecidas durante la transmisión de sus juegos.

Metodología: Adoptamos el método netnográfico, elaborado para investigar las prácticas culturales de los consumidores que ocurren en entornos en línea. Nuestro estudio cubre tres temporadas de la NFL, de 2016 a 2019. El corpus de investigación consistió en todos los tweets relacionados con hashtags con el propósito de los canales de ESPN Brasil para reverberar sus transmisiones de la liga.

Originalidad/Relevancia: La investigación presenta como una liga deportiva con repercusión mediática mundial permite a su audiencia una experiencia extraordinaria no solo por sus contenidos, sino también por la interacción en línea de los fanáticos a través de las redes sociales.

Resultados principales: Los resultados muestran dos categorías extraordinarias de experiencias: una presenta el carácter mediático y considera la forma en que la NFL proporciona una experiencia de consumo poco común a los espectadores de deportes en Brasil, mientras que la otra destaca una modalidad deportiva que se basa en características, de alguna manera, inusuales para los deportes consumidores en el país.

Contribuciones teóricas/metodológicas: la investigación señala cómo el consumo de una modalidad deportiva por un público virtualmente mediado imita las emociones y el sentido de colectividad expresado durante las experiencias cara a cara, aunque requieren espectáculos.

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Biografía del autor/a

André Luiz Maranhão de Souza-Leão, Universidade Federal de Pernambuco

de Souza-Leão holds a PhD degree in Management from Federal University of Pernambuco, where he is associate professor at the Management Department (DCA/UFPE) and faculty member of the Management Graduate Program (Propad/UFPE). He is fellow research of the National Council for Scientific and Technological Development (CNPq), ad hoc consultant for CNPq and Capes - Higher Level Personnel Improvement Coordination, referee for several journals and scientific meetings, and coordinator of projects sponsored by research funding agencies. His publication is mainly on brands and consumer culture. Current research focuses on the entertainment industry, considering both media products and the activities and productions of its fans, under a post-structuralist perspective, following the agenda of the Circle of Fan, Media and Entertainment Studies.

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