Ciberativismo: o Fandom como espaço político nas eleições do Brasil (2022)

Abstract

The present research has the goal to introduce a netnographic study about how groups of fans have become active spokespersons in the political debate on social media, relating them to the growth of Cyberactivism in electoral campaigns in Brazil. Based on the studies of Henry Jenkins (1992; 2006; 2009), it investigates how these groups of organized fans, called fandoms, have brought to the virtual space a new tool of political activism. The online data collection analysis indicated that these groups of fans, the fandoms, that are intrinsically linked to pop culture, have been influencing the way electoral campaigns redirect their digital marketing in the presidential election of 2022, turning its structure "à la fan mode" (in a fan way).