O estudo de fãs nas redes sociais: uma análise da percepção do fandom da saga Harry Potter ao documentário “comemoração de 20 anos de Harry Potter: de volta a Hogwarts”

Abstract

This work aims to analyze the perception of the Harry Potter fandom on social media regarding a new product launched by the brand, the documentary “Harry Potter 20th Anniversary: Return to Hogwarts”, through comments made on posts by content creator Thiego Novais. To this end, the study adopts bibliographic research, documentary research, and content analysis as its methodology. As a theoretical framework on fan culture, the work references authors such as Jenkins, Green, and Ford (2014) and Oliveira and Ventura (2016), seeking to understand fan movements within the spaces they occupy. On the concept of fandom, reflections by Estevão (2011) and Matt Hills (2015) are highlighted. The research is also grounded in studies by Roberts (2005) to explore the concept of lovemarks and their main characteristics. Finally, perspectives from Nichols (2009), Bernard (2008), and Penafria (1999) on documentaries as audiovisual products are presented. The research corpus was defined based on posts related to the documentary made by content creator Thiego Novais on his Instagram profile, from which three posts were selected. The selected corpus underwent pre-classification and subsequent categorization, allowing for a quantitative and qualitative analysis. The analysis revealed that the documentary was perceived as a relevant and important audiovisual product for the fandom, evoking memories of the saga, feelings of nostalgia, and strengthening emotional bonds. Additionally, the documentary was found to contribute to the continuity of the Harry Potter brand, particularly from an intergenerational perspective. In conclusion, the established categories of analysis were fundamental to the overall understanding of the study, enabling analysis from various perspectives and highlighting the importance of fan studies in the digital age.