A estética do youtube: forma e conteúdo no capitalismo tardio

Abstract

The purpose of this research is to devise what would be a especifical aesthetics from the american videos platform Youtube, considering own industrial culture manifestations, bringing as clipping the brazilian channel Felipe Neto. The research is based on Critical Theory proposed by Frankfurt School that pursuit on the immanent critical from examined speech, the contraditions pointing to the capitalist system paradoxes on your delayed stage. Were transcribed seven videos for analyses and the reflections depart from contraditions between formal aspects – intensifyin the production plataform’s of a standardized liking and strengthen others typical caracteristics from cultural industry – and the content given on speech that show youtuber as a democratical place that provides voice to people. Theres, fully, four chapters: “A odisseia de um youtuber”, where the cultural industry elements will be introduced as part of Youtube starting from Felipe Neto figure. “Da imagem editada ao pensamento programado”, where formal elements are explained as a video edition, the algoritm role of preferences established. “Corujas engaioladas”, where the atration mecanisms and manipulation of childish target group will be discussed with special attention on laughing provocation and “O negócio, this last part show the business model that established with the platform advent and under it, the old capitalist system dictates that still preserved, so as the newness caused for the delayed stage where Youtube is entered.