Midiatização da identidade : a narrativa da revista Alto Falante e a Oktoberfest de Santa Cruz do Sul.

Abstract

How did the process of mediatization interfere in the constitution of the Germanic identity of Santa Cruz do Sul through Oktoberfest? This is the question that this master's thesis seeks to answer. The investigation turns its gaze to the narrative of a magazine and a communication agency called Alto Falante that circulated in Santa Cruz do Sul - RS, in the 1980s, the same period in which the traditional Germanic festival begins to be held in that city called Oktoberfest. Within the research process, we start with a bibliographic review about the concept of Identity, based on Cultural Studies and using authors such as Stuart Hall (2011), Zygmunt Bauman (2001), Homi K. Bhabha (1998), Erik Hobsbawm (1984), among others, seeking to understand also the idea of Germanic identity that currently exists with the Santa Cruz community. Still at this moment, making a revision of the Theory of Narrative, we seek to insert it in this research context and understand its contributions to the process of identity construction; in a second step, we started to review the concepts of Mediatization and Circulation - based on authors such as Eliseo Verón (2013, 2014), Demétrio Soster (2009, 2018, 2019), Pedro Gilberto Gomes (2016), José Luiz Braga ( 2007, 2012), Antônio Fausto Neto (2006, 2010, 2012,), Ana Paula Rosa (2014, 2016, 2019), among others - aiming at understanding the Theory of Mediatization and what are the processes involved in it, so that we could, later on , in our analysis, to assess which of the processes were involved in the work of publicizing Oktoberfest and building its image; and finally, in a third moment, we bring more information about the Alto Falante Group - which comprised a magazine and a communication agency -, then moving on to the beginning of the analysis work. As a methodology, this work being a Case Study, in addition to the critical analysis of the narrative proposed by Luiz Gonzaga Motta (2013), the research also made use of a method from the field of Mediatization, namely, the scheme proposed by Eliseo Verón (2013), from which he presents the working circuit of the conditions and grammars of production, as well as the conditions and grammars of recognition around an object. It is observed and analyzed the 21 editions of Alto Falante Magazine, within which contents related to Oktoberfest and German identity were previously identified, in addition to eight interviews with former members and founders of the Alto Falante Group. The tools used are cataloging and the construction of excerpt tables, which operationalize this research, granting it greater scientificity. From this, it is possible not only to confirm our research hypothesis - that is, the mediatization of Oktoberfest by the Speaker helps to reconfigure the idea of Germanic identity existing in society in relation to Santa Cruz - but also to go ahead, realizing that by valuing the past, this new idea is created, it is updated.