Wizarding World Book Club e a ampliação do universo narrativo: uma análise das ações e das estratégias na rede social digital a partir do clube do livro de Harry Potte

Abstract

Based on the relationships between individuals who establish themselves in the field of media communication, this master thesis has as its starting point the concept of the sliding of the narrative (FIGUEIREDO, 2010, 2020a), specifically in the digital ecosystem, which provides interactions in this environment. The research presents a study about the Wizarding World Book Club, a Harry Potter book club created by Pottermore (which is now called Wizarding World), the official website of the saga. The Book Club was created to celebrate the 20th anniversary of the first book published (in its original language, English), “Harry Potter and the Philosopher's Stone”, starting in 2017 and ending its activities in 2018. Its main social network was Twitter, but it was also on Facebook, Instagram, Snapchat and Periscope, including the website pottermore.com. This master thesis seeks to find the Wizarding World Book Club strategies and understand how they worked and their consequences. The corpus analyzed was from Twitter interactions, and the data came from the Wizarding World Book Club own tweet selection. Thereby, we were able to verify the stimuli and responses of these readers, as well as the social bond (RECUERO, 2012, 2015, 2018) established between these individuals and the company responsible for it. The methodology used was the Case Study, proposed by Yin (2015), based on the analytical strategy of “construction and explanation”, which provides for an analysis of the data building an explanation of the case. At the end, a table of communicational strategies from the analyzed book club is presented, correlated with a holistic view of the event, not just data from Twitter. A construct that provides a better determination of strategies and contributes to future research in the field.