“Olha aí, Fortaleza Ordinária”: uma análise do perfil como disseminador de informações no Instagram

Abstract

Fortaleza Ordinária is a Ceará (Brazil) webprofile created in January 2018 and built daily by the local public, which shares photos and videos of curious, comical and / or unexpected situations with the profile, many of them with the call “Look at this, Fortaleza Ordinária”, drawing attention to the content being registered. During its years of activity, Fortaleza Ordinária has also been immersed in processes of repercussion of events of public interest. It happens mainly through Instagram, a platform that aggregates more than one million followers and it’s considered essential by the creator (JOVINO, 2021) for daily practice. Therefore, the objective of this work is to investigate the legitimation of Fortaleza Ordinária’s profile on Instagram as a producer of acts of journalism (STEARNS, 2013), through a qualitative approach (OLIVEIRA, 2013) and case study (YIN, 2015). In order to do so, the data were triangulated, collected in document analysis, bibliographic review, interview and questionnaire. Thus, the present work is based on concepts related to the journalistic profession, such as the adoption of procedures for the construction of news (TUCHMAN, 1972; SILVA, 2014) and for maintaining credibility (PROJOR, 2020), in addition to the presence of digital platforms (VAN DIJCK; POELL; DE WAAL, 2018) in the management of virtual flows. It was concluded that Fortaleza Ordinária performs work adapted to the platforms in which it operates, especially for Instagram. The profile is managed by Diego Jovino, entrepreneur, digital influencer and a platform worker. It was observed that the application of journalistic procedures in the publications of Fortaleza Ordinária comes from a formal education in popular communication by Jovino (2021), who also absorbs notions about journalism by monitoring the practice of communication professionals, such as journalists. Despite this, the legitimation of the webprofile as an information disseminator is partially fulfilled by the audience, who follow the page mainly for humor, but contribute to the construction of informational content and accompany episodes of news content. When it comes to the local press, there is a relationship of complementarity. For Fortaleza Ordinária, local vehicles are sources of information and encourage audience engagement in replicated content. As for the local press, the profile seems to be perceived as a source of content that goes viral or just as a humorous portal. Ergo, the legitimacy that the local press gives to the acts of journalism of Fortaleza Ordinária is scarce, indicating that it serves as marketing logic that favors both.