| dc.description.abstract | This research has as its main focus to analyze the memes published by fans of the
Masterchef Brazil culinary competition about the new format presented in the 7th
season through #MasterchefBr on the social network twitter. As a way to interpret the
way the fan reacted to the new model adopted by the reality show, we outlined two
specific objectives in order to investigate the effect of this change. The specific
objectives are to seek to understand the impact of replacing the old format with the
new one due to the Coronavirus pandemic; and identify the message and meaning of
the meme posts by the show's fans with #MasterchefBr on twitter. To carry out the
analysis, it was necessary to enter, at first, the theoretical concepts considered
fundamental for understanding the research theme, such as memes in Brazil,
participatory culture and fans. In a second moment, we applied the documentary
research through content analysis as a means of separating, categorizing and
analyzing the meaning of the memes tweeted with the hashtag by fans of the program
about the 7th season of the reality show, as well as observing the repercussion and
reception of the same about the new format. We conclude that, as a result of the
negative movement around #MasterchefBr about the model for the new season, the
reality show delivered one last episode in an attempt to offset the disappointment of
fans of the culinary competition. | pt_BR |
