Abstract
Abstract Brazilians watching the US National Football League (NFL) interact on social media during the broadcast of league games. Since fan consumption practices can establish identities from the intensity of involvement with media products, this research aims to analyze how Brazilian NFL fans constitute cultural identities in their interactions on social media during the broadcast of league games. We use netnography, a method commonly used in studies that seek to understand cultural phenomena that occur through online interactions. The research corpus was formed by messages posted by fans on Twitter hashtags created by the ESPN channels of Brazil, during the games broadcasted in the 2016-2017 and 2017-2018 seasons. The results indicate three identity categories: nationalism, as a way of projecting an idealized image of a nation; localism, as a demarcation of tensions of the differences existing in the country; and social minorities related to gender and sexual orientation, revealing tensions and conformities in the social construction of these positions. By revealing identities strongly related to the notion of place and different representations of the hetero-masculine, these findings are evidenced as a particular version of the central values of the sport itself in its country of origin.
Highlights
Resumen Los espectadores brasileños de la National Football League (NFL) interactúan en las redes sociales durante la transmisión de los juegos de la liga
El corpus de investigación se compuso por mensajes publicados por los fanes en etiquetas de Twitter creadas por los canales de ESPN de Brasil, durante los juegos transmitidos durante las temporadas 2016-2017 y 2017-2018
Os fandoms levam a um senso de identidade comunitária, alinhado aos produtos de mídia que consomem, mas também são capazes de resistir e contestá-los (FILLIS e MACKAY, 2014; HEWER, GANNON e CORDINA, 2015)
Summary
Resumo Os telespectadores brasileiros da NFL interagem nas mídias sociais durante a transmissão dos jogos da liga. Uma vez que as práticas de consumo de fãs podem estabelecer identidades pela intensidade do envolvimento com os produtos de mídia, a presente pesquisa visa analisar como os fãs brasileiros da NFL constituem identidades culturais em suas interações em mídia social durante a transmissão dos jogos da liga. O corpus da pesquisa foi formado por mensagens postadas por fãs nas hashtags do Twitter criadas pelos canais ESPN do Brasil, durante os jogos veiculados no decorrer das temporadas 2016-2017 e 2017-2018. Ao revelar identidades fortemente relacionadas à noção de lugar e a representações diferentes da hétero-masculina, tais achados são evidenciados como uma versão particular dos valores centrais do próprio esporte em seu país de origem. Cultural identity in the consumption of the National Football League by Brazilian fans
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