"oi meus amor": apropriações da plataforma do YOUTUBE em uma perspectiva geracional

Abstract

The research aims to observe how the process of technological appropriation of the YouTube platform - which today is the most accessed video sharing site by Brazilians connected to the internet - occurs in a generational perspective, by two Brazilian youtubers, from Paraná and Rio de Janeiro, above 50 years of age. Both housewives, with little technical knowledge about ICTs, began to use YouTube to share diverse content about their routines, in addition to interacting with their followers. Thus, they became content producers for the platform. Considering issues of gender, generation, race and class, our work focuses on two YouTube channels of two women aged 54 and 59, to understand how they appropriated this platform. From the studies on technological appropriations, platformization, digital gaps, generation and with an intersectional look, an explanatory multiple case study was carried out, with classification of videos from both channels and interviews with the youtubers. Based on our findings, we understand that the different social markers influenced the way each of them saw the YouTube platform. While for one, from the beginning, there was a desire to share her experiences as a mature woman, for the other this novelty arose from a stimulus from her daughter and became her main financial income. We also observed how the generational exchange between them and their children was important so that they could, to some extent, appropriate the YouTube platform. In addition, we noticed how the discourse of life experience as mature women, combined with an idea of collaboration with the channel's followers, as well as helping other people who are experiencing problems, is also something in common between the two youtubers.