Dispositivo de Potterheads: Organização Pautada na Ordem do Cânone

Abstract

Resumo Os fãs da saga Harry Potter, conhecidos como potterheads, pertencem a uma geração que cresceu em um contexto denominado cultura da convergência. Organizam-se a partir de um produto midiático em um espaço social denominado fandom, por meio de um processo organizativo informal. Embasados no pensamento foucaultiano e na teoria organizacional, assumimos que processos organizativos podem ser analisados como um tipo de dispositivo e que este se estabelece por práticas. Com base nisso, desenvolvemos a seguinte questão investigativa: como as práticas dos potterheads evidenciam seu processo organizativo? A pesquisa se caracteriza como uma Análise de Discursos Foucaultiana, com base em práticas de potterheads observadas em mídias sociais. Como resultado, identificamos que o cânone deste universo literário e cinematográfico funciona como um corpo de saberes ordenado, cuja função disciplinar possibilita a organização de seus fãs, que se dá numa dinâmica de aderência e resistência ao mesmo. O estudo revela como um processo organizativo singular (vida organizada dos potterheads), vinculado a um cenário econômico de crescente importância (indústria do entretenimento), ilustra como um dispositivo opera na produção de espaços sociais e subjetividades, em meio a uma economia afetiva operada como uma tecnologia biopolítica.

Notions of subject and power in Foucaultian readings and their influence in organization and people management studies

“…Knights (2002), claims that Discipline and Punishment, from Foucault, got the scholars of organizations attention because the themes control and surveillance, interpreted into the concepts of institutional view and monitoring, have similarities in the way how employees are controlled at work in contemporaneity. This observation reinforce the perception that a singular reading of Foucault's contributions on the organization analyze, prioritize above all other contributions and proposal of analytic powers (BARRATT, 2008;CRANE, KNIGHTS and STARKEY, 2008;DIXON, 2007;RAFFNSØE, GUDMAND-HØYER and THANING, 2014).…”

“…We may not take this truth only as a passive force, because it also leads the individuals thought and the self-concept in a particular direction (FOUCAULT, 1985(FOUCAULT, , 2010a. In this perspective, the disciplinary power can be used to transform the person so that to live in the boundaries of the society (FOUCAULT, 2010c), in an organization (CANDIOTTO, 2012) stipulated by the social relations, as a politic practice (COSTA and LEÃO, 2017) in constant activity to manage the daily routine (CARRIERI, 2014).…”

“…We cannot try to find ideal values taken by the individuals, based on their actions, analyzing the ethic formation of the subject, but by emphasizing that the ethic subjectivity comes from daily actions in real settings (GALVÃO, 2014). Crane, Knights and Starkey (2008), adopted this perspective about the ethic subject formation from the intersection between the forms of control and the technology of the self, and Skinner (2013) adopted the subject self-training process in the organic farming; seeking to analyze the work performance of each individual, not the performance of the team they take part. From this perspective we can comprehend the subject formation in a self-government, while understanding the issues about the emotion (DIXON, 2007), the autonomy formation (MARTIN, LESLIE, MINION et al, 2013), and liberty.…”

No shame to play: Ludic prosumption on Brazilian fanvideos

“…Fans are different from ordinary consumers due to their commitment to products consumed by them; they collaborate with these products by taking intense, coordinated and organized actions, as well as by consolidating and legitimizing values capable of bringing them together around the consumption of media texts (Costa & Leão, 2017;Hills, 2013). It happens through social interactions among fans (Jenkins, 2006) who show affectivity and feelings toward media products (Chavanat & Bodet, 2014).…”

Consumption attachments of Brazilian fans of the National Football League

“…Therefore, they escape the traditional dualistic consumption and production model to become prosumers (Ritzer, 2014;Zajc, 2015). Prosumers attached to media products can be seen as fans (de Souza- Leão and Costa, 2018), they intensively collaborate to resonate their practices in a specific consumer culture, in a coordinated and organized way (Costa & Leão, 2017;Jenkins, 2006;Rodrigues, Chimenti, & Nogueira, 2015). Thus, fans' attachment to a given brand enables emotional bond, social responsibility and community interaction (Aiken et al, 2013;Kozinets, 2006).…”