Música na cibercultura: reconfiguração da estrutura do mercado a partir da desintermediação do funk brasileiro e sua produção em rede

Abstract

This research aims to analyze in which way the use of computers as mediators of communicational processes and the consumer participation in social networks interfere in the music reconfiguration within cyberculture. The starting point is a netnographic survey on the online presence of the Curitiba-based band “Bonde do Rolê”, which became an international success as a result of the social interactions on the band’s profile webpage on MySpace, reaching sociability between cyberrepresentations as object. This dissertation intends to investigate how influent the insertion of the artist and its work in social networks is, analyzing the merging point where the role of producers and consumers overlap, an outcome of the extensive participation unleashed by the adoption of technology in the consumer goods creative process and through the disintermediation process that transformed the music trade configuration. This study also proposes a revision of the phonographic industry development stages based on its relation with technology, including a new stage, named the fifth stage, in which production occurs over a network, via mediated processes and technological hybridizations of musical genres. The tools of analysis comprise offline participant observation, bibliographic review, preliminary observation based on the netnographic data and, finally, comprehensive qualitative interviews