A onda coreana em Manaus/AM: etnografia sobre consumo, sociabilidade e carreira na comunidade de fãs de K-pop

Abstract

This dissertation analyzes the interplay between global and local dimensions based on the resignification and consumption of K-pop in Manaus. This ethnography demonstrates how the Korean Wave (Hallyu), acting as an instrument of soft power, reached diverse global regions, including Manaus, reconfiguring the cultural experiences of its practitioners. The methodology involved fieldwork across four local events and dialogues with three key groups within the scene: fans, cover artists, and entrepreneurs. Themes such as career, sociability, and consumption emerged as central axes in all accounts. The findings indicate that the event serves as the core of the local fan community; while established by fan-entrepreneurs for profit, it simultaneously functions as a space for festive sociability and a stage for cover performances. Furthermore, a process of resignification was identified in the production of fanmade commodities tailored for the regional market. Concurrently, cover artists meticulously replicate costumes and choreographies to emulate Korean idols. Consequently, the study observes that these actors strive to professionalize their engagement with Hallyu through event production, language instruction, or artistic performance. Ultimately, despite being embedded in the culture industry and mass consumption, fans in Manaus resignify their engagement, transcending mere consumption to achieve fruition and establish enduring networks of sociability.