A mobilização da noção de “ideologia de gênero” no YouTube durante os anos de 2013 a 2015

• Ano de defesa: 2024
• Autor(a) principal: Salamoni, Marcelo Simionato
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; Brasil; Sociologia; UFSM; Programa de Pós-Graduação em Ciências Sociais; Centro de Ciências Sociais e Humanas
• Palavras-chave em Português: Enquadramentos midiáticos; Ideologia de gênero; Sociologia digital; Framing; Gender ideology; Digital sociology; CNPQ::CIENCIAS HUMANAS::SOCIOLOGIA
• Link de acesso: http://repositorio.ufsm.br/handle/1/34356

In this dissertation we seek to answer how the debate on gender issues was presented on politically conservative YouTube channels during the years 2013 to 2015.To do this, we selected four channels from the digital platform YouTube based on a search for videos that have the term “gender ideology” in their title or description using the youtubedatatools. The selected time period was chosen because it was the beginning of the discussion about this term in Brazilian politics.In the analysis, we chose to use the methodology of media frames to be able to classify and compare both the technical content of the videos and the rhetorical content. With this objective, a list of technical and rhetorical frames was created based on a preliminary analysis of the videos. As a basis for the analysis, a socio-historical lifting of the origin of the term “gender ideology” and the Brazilian context in this stipulated period of time was prepared. A bibliographical lifting was also carried out on digital sociology to understand the influence of digital platforms on society and our object of study. After analyzing the four channels, we found that despite having differences between them in the use of established frameworks, it is still possible to perceive a general media framework regarding the so-called “gender ideology” which is characterized by the technical use of elements that seek to attract the attention of users, whether through the use of capital letters in the title or expressions that refer to emotional feelings and moral matters. The rhetorical use of arguments that encompass all opponents of conservatism as left-wing people who aim to end Brazilian society and put the traditional family and children in danger was also noted. Finally, the existence of a new communication infrastructure was noticeable that challenges the role of social institutions traditionally responsible for producing understandings about the world, such as education and traditional media.