O poder das narrativas no contexto transmidiático: BBB 20 e o caso Manu Gavassi

Abstract

This work addresses the theme of the power of narratives in communication strategies and seeks to identify which strategies in this regard were used by the influential celebrity Manu Gavassi on the Instagram social network so that media products could converge between the media (TV and internet) during their participation in 20th edition of the Big Brother Brazil program. In order for the study to be possible, a bibliographical research was carried out on the concepts of mediatization, transmedia, celebrities and influential celebrities, in addition to elucidating what reality shows are. For that, as support to these researches, we applied the methodology of documental nature. Still, as a research method, a case study was carried out on the celebrity Manu Gavassi and his performance on the social network Instagram during the BBB 20, through the intratextual analysis of audiovisual products, in addition to identifying the benefits of storytelling achieved. As a result of the work, we identified several of these benefits in all of the analyzed videos of Gavassi's strategy, and, thus, we justify that the success of the strategy and materials was only possible through his storytelling narrative.