A comunicação no ecossistema das redes sociais: uma abordagem sobre protagonismo, pseudo-protagonismo e tribos morais no Facebook

Abstract

This dissertation presents the social network Facebook in a transdisciplinary perspective of the concept of Communicational Ecosystem, integrating theoretical frameworks for the construction of a theoretical-methodological proposal in the construction of the concepts of Protagonism, Pseudo-Protagonism and Moral Tribes. The result of postmodern times that made possible the creation of an environment based on individuality, the taking of public space by private discourse and the grouping of identity to the detriment of public issues and the common good, the social network Facebook is analyzed from the bricolage theoretical conjunctiva applied methodologically in a netnographic research to the events occurred in the virtual environment, starting with the elections of 2018, which fomented the identity division of the country in the most varied levels. It is an approach that considers social networks as a complex, private, capitalist ecosystem communication environment, forged to generate profit, which shapes the superstructures and directs the forms of interaction between the actors, who are, at the same time, subjects and objects that self-organize autopoietically under the illusory autonomy that transforms posts into engagement in order to reach the goals of the commercial interests of those who pay the bill. It is the analysis of a communicational ecosystem in all its complexity and dialogue of the elements that constitute it.