Professor (a) youtuber?: as resenhas literárias audiovisuais e a revitalização do esquematismo da indústria cultural na cibercultura

Abstract

In times of the Internet, social media has opened up space for new forms of production and access to knowledge, to the point where the search for audiovisual literary reviews has become a shortcut to formation through synthesis, summaries and short introductions. From the update of some critical categories of Max Horkheimer and Theodor W. Adorno, the present study aims to investigate aspects of the content and form of an audiovisual literary review in the context of the Cultural Industry of Cyberculture, available on YouTube about the book “Animal Farm” written by George Orwell. The objective was derived the following guiding question for empirical social research: in what sense is it possible to affirm that the audiovisual review of an intellectual content is committed to the process of cultural industry schematism? Through Adorno’s content analysis methodology, the examination focused on the presence of manifest and implied clichés in the reviews and in the comments of users that tend to hypostasize a certain way of conceiving the world – divided between “us” and “them”, the sentences harbor the authoritarian “it’s like this” and “the other” (outsider), respectively under the expressions “easy reading text” and “socialist of rare lucidity”. As paralyzers of any discussion, stereotyped words pasteurize the critical content immanent to intellectual production. Consumed as a kind of didactic material, the audiovisual literary review produced by the youtuber does not seem to have presented a strict commitment to the theme, since there was no clarification and no confrontation to mistaken comments from users and to conceptual misunderstandings about the work and life of Orwell.