Cultura popular e comunicação digital : as quadrilhas juninas estão online.

Abstract

The professionalization of the quadrilhas juninas gained momentum in the 1980s, encouraging popular groups to modernize their traditions and giving rise to stylized quadrilhas. Focusing on more elaborate competitions and presentations, these new versions have become a reference throughout Brazil. This research seeks to analyze how the stylized quadrilhas of João Pessoa operate in the virtual environment, identifying the strategies employed to professionalize popular culture in this context. The relevance of the investigation lies in the need to understand cultural adaptations in the face of the expansion of digital media and the urgency of integrating tradition into the virtual universe. In addition, the study addresses the definition of popular culture, highlighting fundamental aspects such as laws that encourage culture, the role of the Third Sector, and the impacts of digitalization on contemporary culture. The methodology involves a content analysis based on bibliographic and documentary research, as well as semi-structured interviews with local quadrilheiros, seeking to identify the opportunities and challenges that arise in adapting to the digital environment to improve the professionalization of the groups. It is concluded that João Pessoa's stylized square dances represent a fusion of traditional and contemporary elements, consolidating the concept of spectacle in popular culture and reinforcing its relevance in contemporary times.