Peripheral pop as a media category
Peripheral pop. Celebrization of the Popular. Celebrity Citizenship. Consumption. Media.
Here we start with a categorization of the vernacular (FIABANE, 2016) intertwined with the popular as cultural and communication instances that, when interacting with a media system, cross massive communication. This, in turn, implies institutional, market places and a media culture. We note, however, that the technological scenario provided by digital social networks makes it possible to identify gaps in the limits historically established by the entertainment industry. In this sense, both the mediatization of the popular subject's daily life in digital social networks configures (in many cases) a communication for many spectators and is, therefore, massive, as is this overexposure that makes possible the transmediation of the digital to the traditional media. The latter, in turn, configure spaces that commonly restrict the appearance of individuals of peripheral popular origin — including because this participation is related to the notion of scandal (BIELETTO-BUENO, 2018). As for this notion, social markers of race, class (and regionality which, in this work, appears as a character that should be considered in an intersectional debate) trigger polices and policies that deny the “vulgar” and determine what is uncultured. It is the formation, role and language of the popular subject — theoretically supported by the concepts of carnivalization (BAKHTIN, 1999) and the tactical mode of operation (DE CERTEAU, 1998) and how it acts (and relates to) with the spaces of visibility that determine the transition from the rural/urban to the media, in other words, the transit from the popular-people to the popular that conjectures popularity.