Platforms, content creations and a new transnational hegemonic imaginary of celebrity
The evolution of the idea of celebrity in line with technological advances entails to deepen the possible coincidence of a new model of celebrity between the US and Latin American contexts born in the youtuber phenomenon, which would provide guidelines in order that consumers can also become public...
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| Lenguaje: | Español |
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Centro de Estudios Avanzados. Facultad de Ciencias Sociales. Universidad Nacional de Córdoba.
2023
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| Acceso en línea: | https://revistas.unc.edu.ar/index.php/revesint/article/view/43768 |
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I10-R306-article-437682025-10-30T14:51:25Z Platforms, content creations and a new transnational hegemonic imaginary of celebrity Plataformas, creación de contenidos y un nuevo imaginario hegemónico transnacional de celebridad Castaño Gómez, Yuli Vanessa YouTube Celebridad Estados Unidos América Latina Lector modelo YouTube Celebrity United States of América Latin America Model reader The evolution of the idea of celebrity in line with technological advances entails to deepen the possible coincidence of a new model of celebrity between the US and Latin American contexts born in the youtuber phenomenon, which would provide guidelines in order that consumers can also become public figures through their productions, perpetuating in this way, the figure of the prosumer within the platform. To conduct this research, discourse analysis framed within a semiotic theory is used to account for the strategies used by three paradigmatic US youtubers and three Latin Americans for the creation of their videos. As a result, ways of construction of new subjectivities revealing a transnational hegemonic imaginary of celebrity belonged to ideological and cultural US currents are discovered, which are closely related to the myth of the Self- Made Man, the desacralization of celebrities, the emotional marketing and a new entertainment culture. La evolución de la idea de celebridad, a la par que los avances tecnológicos, conlleva a profundizar en la posible coincidencia de un modelo de celebridad entre el contexto estadounidense y latinoamericano gestado en el fenómeno youtuber, el cual estaría brindando pautas para que los espectadores también devengan figuras reconocidas por medio de sus producciones, perpetuando así, la figura del prosumidor dentro de la plataforma. Por consiguiente, se recurre al análisis del discurso enmarcado en una teoría semiótica para dar cuenta de las estrategias utilizadas por tres youtubers paradigmáticos estadounidenses y tres latinoamericanos en la creación de sus vídeos. De esta manera, se descubren modos de construcción de nuevas subjetividades que develan un imaginario hegemónico trasnacional de celebridad inscrito en constructos ideológicos y culturales del contexto estadounidense, vinculados estrechamente con el mito del Self-Made Man, la desacralización de la celebridad, el marketing emocional y un nuevo manifiesto del entretenimiento. Centro de Estudios Avanzados. Facultad de Ciencias Sociales. Universidad Nacional de Córdoba. 2023-12-18 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares texto text application/pdf https://revistas.unc.edu.ar/index.php/revesint/article/view/43768 1991. Revista de Estudios Internacionales; Vol. 5 Núm. 2 (2023): Temática libre. Julio-Diciembre 2023; 19-32 2683-720X spa https://revistas.unc.edu.ar/index.php/revesint/article/view/43768/43927 https://creativecommons.org/licenses/by-nc/4.0 |
| institution |
Universidad Nacional de Córdoba |
| institution_str |
I-10 |
| repository_str |
R-306 |
| container_title_str |
1991. Revista de Estudios Internacionales |
| language |
Español |
| format |
Artículo revista |
| topic |
YouTube Celebridad Estados Unidos América Latina Lector modelo YouTube Celebrity United States of América Latin America Model reader |
| spellingShingle |
YouTube Celebridad Estados Unidos América Latina Lector modelo YouTube Celebrity United States of América Latin America Model reader Castaño Gómez, Yuli Vanessa Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| topic_facet |
YouTube Celebridad Estados Unidos América Latina Lector modelo YouTube Celebrity United States of América Latin America Model reader |
| author |
Castaño Gómez, Yuli Vanessa |
| author_facet |
Castaño Gómez, Yuli Vanessa |
| author_sort |
Castaño Gómez, Yuli Vanessa |
| title |
Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| title_short |
Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| title_full |
Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| title_fullStr |
Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| title_full_unstemmed |
Platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| title_sort |
platforms, content creations and a new transnational hegemonic imaginary of celebrity |
| description |
The evolution of the idea of celebrity in line with technological advances entails to deepen the possible coincidence of a new model of celebrity between the US and Latin American contexts born in the youtuber phenomenon, which would provide guidelines in order that consumers can also become public figures through their productions, perpetuating in this way, the figure of the prosumer within the platform. To conduct this research, discourse analysis framed within a semiotic theory is used to account for the strategies used by three paradigmatic US youtubers and three Latin Americans for the creation of their videos. As a result, ways of construction of new subjectivities revealing a transnational hegemonic imaginary of celebrity belonged to ideological and cultural US currents are discovered, which are closely related to the myth of the Self- Made Man, the desacralization of celebrities, the emotional marketing and a new entertainment culture. |
| publisher |
Centro de Estudios Avanzados. Facultad de Ciencias Sociales. Universidad Nacional de Córdoba. |
| publishDate |
2023 |
| url |
https://revistas.unc.edu.ar/index.php/revesint/article/view/43768 |
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2024-09-03T20:24:50Z |
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