“Memórias que eu não sabia que tinha”
a estetização da nostalgia em vídeos de lofi hip hop no YouTube
DOI:
https://doi.org/10.4013/fem.2024.262.03Abstract
The paper discusses the aestheticization of nostalgia in the audiovisuality of lofi hip hop videos on YouTube, based on a exploratory analysis of the aspects present in their sounds, visuals and interactions in the comments field. The method used in the study is the netnography (Amaral et al, 2008; Kozinets, 2014). In the first part of the work, a bibliographical review on the topic of nostalgia is carried out (Ballam-Cross, 2021; Boym, 2001; 2017; Goulart Ribeiro, 2018; Löwy e Sayre, 1993; Niemeyer, 2018; Pickering e Keightley, 2006). Next, a survey, produced on YouTube Data, presents the most popular channels and videos of the genre, and the comments on the most watched video on the platform. The results indicate that the nostalgic imaginary of lofi hip hop is constructed through the purposeful exploration of “technostalgia” (Niemeyer, 2018) by its producers, which involves a lofi ambience and references to elements of pop culture from the 1990s and 2000s, and the comments, in which users share personal stories and memories, evoked by the sounds and images.
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