Meninas no YouTube: participação, celebrização e cultura do consumo

Abstract

Based on an exploratory research, we studied popular child YouTube channels in Brazil - Isabel Cerer (8 years), Juliana Baltar (9 years), Manoela Antelo (10 years) and J lia Silva (11 years) -, to analyze their practices of production and dissemination of content, in a context marked by strategies of celebrification and a strong culture of consumption. As theoretical background, we discuss children's digital cultures with a gender focus. As a result, we see a process of bricolage in which youtubers mobilize three strategic lines - playful capital, (micro)celebrification and emergent femininity - In a game of forces in which participation, creativity and spontaneity are juxtaposed to a postfeminist entrepreneurship (Genz, 2015), increasingly professionally managed, and subordinate to the logic of consumer culture.