“Luís Hamilton is Brazilian!!”:

framings of Lewis Hamilton’s victory in the Brazilian GP 2021 in YouTube comments

Authors

  • Luis Mauro Sa Martino Faculdade Casper Libero

DOI:

https://doi.org/10.4013/fem.2023.251.04

Abstract

On November 14th, 2021, after winning the Brazilian Grand Prix, British F1 pilot Lewis Hamilton took a Brazilian flag and hold it to the podium. The gesture mirrored Ayrton Senna’s, and it was largely covered by the sports news. But how did the media audience react to it? This paper examines the content of 987 comments of three news by Bandeirantes on the YouTube. It has identified at least three frames employed by the audience to make sense of Hamilton’s victory and actions: (1) Personal: Hamilton is a ‘second Senna’, and won because of this inspiration; (2) Political: the gesture with the flag was framed in the political polarization, defined both as a ‘leftist’ and ‘rightist’; (3) Religious: Hamilton won due to his use of God’s gifts to him. These findings are discussed against the background of the framing analysis theory.

Author Biography

Luis Mauro Sa Martino, Faculdade Casper Libero

Jornalista e Professor na graduação e pós-graduação em Comunicação na Contemporaneidade da Faculdade Cásper Líbero. Doutor em Ciências Sociais pela PUC-SP. Foi pesquisador-bolsista na Universidade de East Anglia, Inglaterra. Autor dos livros "Teoria da Comunicação" (Vozes, 2009) e "Comunicação & Identidade" (Paulus, 2010), entre outros.

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Published

2023-06-21

Issue

Vol. 25 No. 1 (2023): Janeiro/Abril

Section

Articles

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