O papel dos fãs na propagação de produtos culturais de fora do eixo mainstream midiático: uma análise da série Skam

Abstract

Skam is a Norwegian transmedia TV series, popularized in Brazil in 2017. The TV series does not have the broadcast license in the country and does not have media visibility. From this observation, our general objective is to understand how the subversion of the hegemony of the mainstream products consumption happens, in the case of the Skam series, and spreadability of these products in Brazil. For this, we reflect theoretically on convergence culture (JENKINS, 2006), fan culture (JENKINS; GREEN; FORD, 2014), transmedia logic and cultural journalism. We were inspired by content analysis to look at our object, as well as using interview and survey research to be able to answer our guiding question, which was “which strategies and consumption practices of Skam series fans make it possible to subvert the product in the mainstream consumption scenario?” As main results, we highlight which actions of the fans were essential for the series to have the reach it has and, in particular, how Portal Skam Brasil group played a decisive role in making the TV series available in Brazil. Our justification for this study is the desire to raise the discussion about the interest of reference cultural journalism in curing the public's curiosity about productions that are not widely disseminated in the country.