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

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

DOI:

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

Palavras-chave:

NFL, Experiência extraordinária, Fãs, Prosunção, Netnografia.

Resumo

Objetivo: Os telespectadores brasileiros da National Football League (NFL) são incentivados a repercutir sobre os jogos nas redes sociais, uma vez que as interações entre os consumidores mudam sua percepção sobre suas experiências. Assim, o objetivo da presente pesquisa é analisar como os telespectadores da NFL no Brasil expressam a experiência extraordinária de consumo a partir de interações virtuais definidas durante a transmissão de seus jogos.

Metodologia: Adotamos o método netnográfico, elaborado para investigar as práticas de consumo cultural que ocorrem em ambientes online. Nosso estudo cobre três temporadas da NFL, de 2016 a 2019. O corpus de pesquisa é composto por todos os tweets relacionados às hashtags propostas pelos canais da ESPN Brasil para reverberar suas transmissões da liga.

Originalidade/Relevância: A pesquisa apresenta como uma liga esportiva com repercussão midiática mundial propicia ao público uma experiência extraordinária não apenas pelo seu conteúdo, mas também pela interação on-line dos fãs através das mídias sociais.

Principais resultados: Os resultados evidenciam duas categorias de experiência extraordinária: uma apresenta caráter midiático e diz respeito à maneira como a NFL fornece uma experiência incomum de consumo para os telespectadores no Brasil, enquanto a outra destaca uma modalidade esportiva que se baseia em características um tanto incomuns para consumidores de esporte no país.

Contribuições teóricas/metodológicas: A pesquisa indica como o consumo de uma modalidade esportiva por um público virtualmente mediado emula as emoções e o senso de coletividade expressos durante as experiências presenciais, ainda que requerendo a noção de espetáculo.

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Biografia do Autor

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