<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0873-6561</journal-id>
<journal-title><![CDATA[Etnográfica]]></journal-title>
<abbrev-journal-title><![CDATA[Etnográfica]]></abbrev-journal-title>
<issn>0873-6561</issn>
<publisher>
<publisher-name><![CDATA[Centro em Rede de Investigação em Antropologia - CRIA]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0873-65612024000300621</article-id>
<article-id pub-id-type="doi">10.4000/12bht</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[As reconfigurações do culture jamming no ambiente digital: o caso dos memes anticonsumismo na campanha #antiblackfriday (Brasil)]]></article-title>
<article-title xml:lang="en"><![CDATA[The reconfigurations of culture jamming in the digital environment: the case of anti-consumerism memes in the #antiblackfriday campaign (Brazil)]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos]]></surname>
<given-names><![CDATA[Liliane Moreira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal do Espírito Santo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>28</volume>
<numero>3</numero>
<fpage>621</fpage>
<lpage>643</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S0873-65612024000300621&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S0873-65612024000300621&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S0873-65612024000300621&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo foi originalmente desenvolvido no âmbito da pesquisa de doutoramento realizada com bolsa da Fapes - Fundação de Amparo à Pesquisa e à Inovação do Espírito Santo (Brasil), e aprimorado durante período de estágio de pesquisa pelo Programa de Doutorado Sanduíche no Exterior (PDSE) realizado na Universidade de Lisboa, com bolsa da Capes - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, instituições às quais agradeço. Neste artigo discuto as reconfigurações do fenômeno chamado de culture jamming, característico da dimensão comunicativa do consumo político, a partir da apropriação de memes da Internet como uma ferramenta de crítica ao consumo. Com base na etnografia da criação e implementação da campanha #antiblackfriday, realizada em 2020 no Brasil como um processo planejado que fez uso deliberado de memes, exploro reflexões recentes sobre estes como ferramenta estratégica política criativa, que foge do formalismo institucional e é uma expressão da política da vida cotidiana no espaço digital; abordo o humor como elemento performático central para a crítica por meio dos memes; analiso os recursos retóricos mobilizados em um conjunto semântico polissêmico e as reações à campanha em redes sociais digitais. Argumento que a utilização de memes da Internet atualiza as estratégias de culture jamming ao se apropriar de um formato de mídia que, por si, já consiste em um remix das imagens da mídia dominante; e, ainda, permite um espaço para o registro de opiniões e de conversas ligeiras a partir das reações provocadas, possibilitando o avanço para uma dimensão dialógica que reforça a característica política do fenômeno.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In this article, I discuss the reconfigurations of the phenomenon known as culture jamming, characteristic of the communicative dimension of political consumption, based on the appropriation of Internet memes as a tool to criticize consumption. Through the ethnography of the creation and implementation of the #antiblackfriday campaign, held in 2020 in Brazil as a planned process which deliberately made use of memes, I explore recent reflections on memes as a creative political strategic tool that escapes institutional formalism and is an expression of the politics of everyday life in digital space; I analyze the rhetorical resources mobilized in a polysemic semantic set, and the reactions to the campaign in digital social networks. I argue that the use of Internet memes updates the tactics of culture jamming by appropriating a media format that, in itself, already consists in a remix of the images of the dominant media; and, also, allows a space for the recording of opinions and light conversations, enabling the advancement to a more dialogical dimension that reinforces the political characteristic of the phenomenon.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[culture jamming]]></kwd>
<kwd lng="pt"><![CDATA[consumo político]]></kwd>
<kwd lng="pt"><![CDATA[meme]]></kwd>
<kwd lng="pt"><![CDATA[Black Friday]]></kwd>
<kwd lng="pt"><![CDATA[anticonsumismo]]></kwd>
<kwd lng="en"><![CDATA[culture jamming]]></kwd>
<kwd lng="en"><![CDATA[political consumption]]></kwd>
<kwd lng="en"><![CDATA[meme]]></kwd>
<kwd lng="en"><![CDATA[Black Friday]]></kwd>
<kwd lng="en"><![CDATA[anti-consumerism]]></kwd>
</kwd-group>
</article-meta>
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