June festivities in times of pandemic: a netnographic observation of the Youtube channel #São João de Campina at Home

Abstract

This article aims to address how the June festivities were experienced during social isolation as a result of the COVID-19 pandemic. Our analysis starts from an observation of the live events that took place within the Youtube platform, on the São João de Campina em Casa channel. From a perspective within the Theory of Folkcommunication, we seek to understand the identity approaches and ideas of belonging within the chat of these events, in a connection between individuals. Using Netnography methods, we observed the communicational flows within the online event and their similarities in the constitution of virtual communities brought together by multiple factors inherent to physical and virtual space/time.