Symbolic consumption and representation of self: a study of interactions in a virtual community of Ubuntu-Br users

Osíris Luís Da Cunha Fernandes,Fernando Gomes De Paiva Júnior,André Luiz Maranhão De Souza Leão,Nelson Da Cruz Monteiro Fernandes,Marconi Freitas Da Costa

doi:10.1590/1679-395174446x

Osíris Luís Da Cunha Fernandes, Fernando Gomes De Paiva Júnior + Show 3 more

Open Access

https://doi.org/10.1590/1679-395174446x

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Abstract

Abstract This study aims to explain how the symbolic consumption of the Ubuntu operating system is used for the representation of self in interactions in the Ubuntu virtual community from Brazil. We adopted the Goffmanian concept of self, the netnography of communication as the research method, and case study as a research strategy. The paralinguistic, the extralinguistic, and the definition of “I” are aspects used in virtual interactions. They have the linguistic function of corroborating and praising the statements of migration of Windows users to Ubuntu, emphasizing the distinctive features of the concept of Ubuntu, highlighting its expression of shared feelings of love and freedom, as ways of projecting the self of humanity to each other. In the case of the operating system, this characteristic is represented through the provision of support among users at the forum of the virtual community.

Highlights

The integration of information in global networks has caused the overcoming of the nation-state in this time marked by globalization, especially in economic, cultural and political areas (GUAN, WANG, JIN et al, 2018)
The study aims to answer the following research question: how does the representation of self in virtual interactions occur through the symbolic consumption of the Ubuntu Operating System?
This study adopted interactional sociolinguistics (GOFFMAN, 1967) as a theoretical lens, and the netnography of communication (KEATING, 2001) as a method, because they congregate the functional nature of the discourse analysis carried out

Summary

Introduction

The integration of information in global networks has caused the overcoming of the nation-state in this time marked by globalization, especially in economic, cultural and political areas (GUAN, WANG, JIN et al, 2018). Capitalism transformed by informationalism and the constant surveillance via the web (HIMANEN, 2001; MCCAHILL, 2002) are two of the most striking characteristics of this time and have hindered the control of the economic activities within national boundaries (MORGAN, 2001). In this context, consumption activities permeate the interaction between people (CHAN and LI, 2010), and they no longer require physical presence as this can occur virtually or digitally (CASTELLS, 2002; HABIBI, LAROCHE and RICHARD, 2016),. The acts of buying and consumption represent proactive efforts of consumer positioning in the social relations system (SCHAU and GILLY, 2003), considering that the change of artifacts’ characteristics leads to them being used as symbolic representations to the extent that they reflect, express, and reconstitute the consumers’ system of social relations (HAMMERL, DORNER, FOSCHT et al, 2016)

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