A construção de celebridades na web 2.0: um estudo de caso sobre a booktuber Pam Gonçalves

Abstract

This present paper aims at the construction of fame and the process of celebrification on the web and approaches the understanding of how the uses of online platforms and the interaction with the public contribute to the construction of web celebrities. In this way, this research aims to investigate the uses of online platforms for the construction of web celebrities through a case study about the booktuber Pam Gonçalves, besides going deeper, on studying the process of celebrification to understand the method of construction of Pam Gonçalves‟ fame and to identify the contribution of social capital values to the shaping of web celebrities. For this, this inquiry is based on the concept brought by Rojek (2008), Morin (1989), Gabler (1999) and França e Simões (2014). The task was supported on a case study about the booktuber Pam Gonçalves, with the combination of some methodological procedures as online observation of platforms used by the booktuber and as well as the uses of web, the analysis of the social capital values present in the comments of selected videos, offline observation at Bienal do Livro 2015 and the application of a form to understand who are Pam followers and why they follow her. It was found that the process of celebrification on web does not occur only as a self-construction, because it depends on the personal effort of the celebrity, but also on the support of public who attributes to this celebrity visibility, popularity, reputation and authority.