Todo mundo quer ser youtuber: uma análise do fenômeno Youtube sob a perspectiva do narcisismo

Abstract

Several authors and scholars discuss the effects of social media in today's culture. The “selfies” universe, the construction of a virtual self, and the way society has transformed itself with the advent of the internet, is already a subject widely discussed. However, YouTube as a video platform, carries other codes and emerges as a new media tool that has influenced an entire generation with its scale and easy fame. From this perspective, this work has the objective to deep dive in the universe and culture of YouTube: the YouTubers, the profession, the language, and the audience, studied through the concepts of narcissism proposed by Freud, of Debord’s Society of the Spectacle, besides the concept of the Mirror Stage by Lacan. Today's culture plays a key role in the formation of the self. Culture, as a legitimator of an ideal-self, symbolically constructs this character and propagates this perception that all can and should be influencers and opinion makers. This ideal of self is built from the cultural context in which the subject lives, and this context allows the understanding that possessing and exalting one's own narcissistic characteristics is the recipe for success and the behavior expected today, this being the basis of Youtubers behavior. Thus, by decoding the platform codes, such as: environment, camera angle, creators, language and themes of videos, this research will bring to the present the way the Society of the Show manifests itself today. This research will also provide an investigation of the effects that YouTube generates on young people