A construção do discurso autorizado e performance de influenciadores de futebol: um estudo de caso no canal “flazoeiro” na copa libertadores de 2019

Abstract

In the current scenario of contemporary life, immersed in the uninterrupted creation of channels, with rapid dissemination of news on social networks, the number of digital influencers is growing. These influencers target specific niches and use their passion for sports, especially football, to stimulate grouping and feelings of belonging and identification. This grouping can also form a collective consciousness of self-recognition in the role of the influencer, through various representations on social networks. These communicational and sociocultural re-dimensions raise questions about the preference for the approach to news by fans. The largest football fan channel on YouTube, by Guilherme Pinheiro, 31 years old, a Flamengo supporter, has 2.26 million subscribers, using the narrative of similarity with the audience. Moreover, it analyzes the "youtuberization" of content production, which influences the creation of informal and personalized content, and discusses the veracity and impartiality of the information transmitted, with authors like Costa (2019) and Moreira da Silva (2020). Additionally, it investigates the discursiveness and content production method that may favor the development of algorithms or the prospecting and maintenance of advertisers, with Niederauer (2022) and Maggi (2022) as references. Finally, the dissertation examines the complex relationship between digital influencers and their followers, emphasizing how verbal and non-verbal language, as well as specific discursive elements, reinforce the representativeness and belonging between them. Performativity is highlighted as a key concept, originally associated with the arts and now expanded to cover the performance of digital influencers, with authors like Bourdieu (1997) and Bakhtin (2000).