Do anonimato à fama: a construção de celebridades do Funk Ostentação por meio da análise da produção de videoclipes para o YouTube

Resumo (EN)

The technological advance has altered the forms of consumption of services and of cultural goods; being today the social networks and platforms like YouTube its main means of dissemination. This research aims to study how the process of celebration of young people from the outskirts of the city of São Paulo, MC’s and social actors in their communities and in the cultural musician movement funk ostentation and, above all, how the communication and the social relations that script the video clips transform their artists / singers into celebrities and consequently into inspiration and reference for other young people. Thus, we seek to investigate the sociocultural contexts articulated with consumption, as well as reification and fetishism by symbolic objects of a luxurious lifestyle hitherto distanced from the reality of these young people. We begin our theoretical reflections on the musical aspect of funk, its cultural distinctions and steps for greater visibility. We seek this through the analysis of music videos as technical support of music towards the images, with emphasis on the song and its enunciated text and music, articulated with ostentation images, aesthetics and performance posted on the web. We seek to know more about their values and their attitudes towards the aesthetics of everyday life and their mediatic representations, which participate in the identity formation of these young people from the periphery, aiming to understanding the imagery surrounding their activities of material and symbolic consumption. Funk ostentation has accumulated millions of views, which also led us to choose the theme, its interpreters and the songs for this research