Fandom e mercado literário: um mapa das mediações das fãs de romance no contexto brasileiro

Abstract

In this research I sought out to map romance fans’ mediations in Brazil. Starting from the bloggers in partnership with national publishers, it was possible to find a unique relationship between fans and cultural industries, in which bloggers perform a diversity of activities for the publishers, such as book advertising without being paid, receiving books as conpensation. Being a partner for bloggers is a place of privilege in fandom, which allows them to intervene and mobilize fandom, whether in favor of the fans or the market. Based on Romance Popular Studies (RADWAY, 1984, REGIS, 2007, FRANZ, SELINGER, 2012), I first present the history and narrative elements of the genre, secondly I address female gender in fandom through Fan Studies (JENKINS, 2009, 2015, BOOTH, 2010, 2015; BUSSE, 2013), and, finally, with the Latin American Theory of Mediations bias (MARTIN-BARBERO, 2009; LOPES, 2018; GIRARDI JÚNIOR, 2018) I traced a map of the following mediations of Romance fans: sociality, technicity, institutionality and rituality. Through ethnography (ANGROSINO, 2009, HINE, 2015), during three years, I made observations as a participant in various literary events, interviewed bloggers and professionals, I applied an online survey and collected material on the internet in order to draw a Romance fan profile in Brazil and present cases where mediations of partner-fans occur, in order to show their role in the Romance market. Brazil’s publishing market combined with the present technological potentialities of internet and new media used by fans create Brazil’s Romance market and fandom specificities, in which fans have a predominant role for the genre’s success and consolidation.