Vlog como gênero no YouTube: a profissionalização do conteúdo gerado por usuário

Abstract

Nesse artigo, partimos do vlog, um tipo de produção emblemática para o YouTube, que concentra basicamente conteúdo gerado por usuários, para analisar o processo de profissionalização desse tipo de produção, e, por consequência, dos sujeitos que o produzem. Para tanto, fizemos uma discussão sobre a plataforma, percorrendo um pouco do seu desenvolvimento ao longo dos últimos 12 anos, analisamos a produção de teses e dissertações da área da Comunicação sobre o tema e finalizamos com os aspectos que caracterizam a profissionalização dessa prática.

Socio-Rhetorical Analysis of Sports-Tagged Content Produced by Youtubers

“…A very significant example of that is the "professionals" in YouTubing. Such process was described by several authors (BURGESS & GREEN, 2008;MORREALE, 2013;DORNELLES, 2015;and CORUJA, 2017; for instance). This stabilization of professions, as the YouTubers, and activities, as "vlogging" and other forms of self-exposure, suggest a standardization of communicative practices in virtual spaces.…”

Conteúdo Digital em Língua Brasileira de Sinais: Um Estudo dos Canais Brasileiros de Pessoas Surdas no YouTube

“…This popularisation caught Google's attention, and in October 2006, it bought the streaming service for US$1,650,000,000. After this transaction, YouTube underwent a re-signification and consolidated itself with the slogan "broadcast yourself", standing out as a space for the personal expression of its users (Coruja, 2017).…”

“…Thus, a single "professional" takes part in the production process of audiovisual content (Bernardazzi & Costa, 2017, p. 152) That brings the content producer closer to his audience, as he thoroughly knows every part of the video creation process. Moreover, on YouTube, it is possible to interact directly with viewers through comments and likes on the videos, establishing a relationship between producer and consumer who dialogue and flow in such a way that can even alternate, enabling this interaction, especially with viewers who identify with the uploaded content (Bernardazzi & Costa, 2017;Burgess & Green, 2009Coruja, 2017;Medeiros & Rocha, 2018).…”

“…The vlog is technically simpler to produce -usually requiring little more than a webcam and basic editing skills -but it also provides a direct and persistent approach to the viewer that naturally invites a reaction. (p. 79) Although some YouTube researchers, such as Amaro (2012) and Coruja (2017), define vlogs more broadly, which would encompass most of the videos analysed in this article, we chose to classify vlogs only the videos that had this title. The vlogs under this theme are videos in which the channel owner mostly shows snippets of travels, events or various moments.…”

“…We identified 913 videos uploaded on 11 Brazilian deaf authors' YouTube channels over nine years between 2006, the year the oldest channel analysed was created, and 2021. The contributing authors to the analysis were mainly Festa (2012), Burgess and Green (2009), Coruja (2017 and Medeiros and Rocha (2018). The analysis of the videos allowed identifying more videos with financial themes and observing that the videos with more views are about sign language, identity and deaf culture.…”