Tiktok e arte na Amazônia: expressões culturais na era digital

Abstract

This dissertation investigates how the digital presence of Amazonian artists on TikTok contributes to communication processes related to the cultural expression of the Amazon. It is based on the understanding that Amazonian art has historically been affected by processes of invisibility and stereotyping, while digital platforms create new opportunities for circulation, mediation, and recognition. The study adopts a qualitative, exploratory, and interpretative approach, combining Content Analysis (Bardin, 2016) with Netnography (Kozinets, 2014). The corpus consists of 30 videos produced by ten Amazonian artists identified through regional hashtags on TikTok. Data analysis was guided by five analytical categories: communicative intentionality, Amazonian identity, aesthetic form, audience interaction, and temporality. The findings indicate that Amazonian artists use TikTok as a space to reaffirm cultural identities, reshape narratives about the Amazon, and expand the symbolic circulation of their artistic production. The analysis also revealed the predominance of explicit communication strategies, the appreciation of creative processes, and the use of hybrid aesthetics that combine traditional artistic practices with platform-specific digital resources. The study concludes that TikTok can function as an important device for cultural mediation and visibility, while remaining influenced by algorithmic dynamics that simultaneously enable and constrain the circulation of peripheral cultural expressions. This research contributes to the fields of Communication, Digital Culture, and Arts by discussing the relationships between digital platforms, cultural identity, symbolic resistance, and the visibility of Amazonian artistic production.