Beans and rice in Le Creuset cookware: Rita Lobo’s universe in the transmedia gastronomy

This article proposes to analyze, based on the concepts of convergence culture and transmedia narrative, and through authors such as Jenkins (2009, 2011), Shirky (2011), Scolari (2013) and Martino (2010, 2014), how Panelinha’s universe, created by the chef Rita Lobo, occupies space on the web. The culinary will be seen as a culture, through authors such as Montanari (2013), Oliveira (2013) and Asheley et al (2004). The methodology used is content analysis, based on Bardin (2011) and digital methods (ROGERS, 2013). As a result of this research, we emphasize the construction of network publications in different social media and the perception of strategies that range from stimulating interactivity to branded content.

Keywords
Social media; Gastronomy; Transmedia Narrative; Rita Lobo; Digital Methods

Authorship

Marcelo Freire

(Universidade Federal de Ouro Preto, Departamento de Jornalismo, Programa de Pós-Graduação em Comunicação. Mariana – MG, Brasil).(Universidade Federal de Ouro Preto, Departamento de Jornalismo, Programa de Pós-Graduação em Comunicação. Mariana – MG, Brasil).(Universidade Federal de Ouro Preto, Departamento de Jornalismo, Programa de Pós-Graduação em Comunicação. Mariana – MG, Brasil).

Marcelo Freire Holds a PhD and a master in Contemporary Communication and Culture from the Federal University of Bahia. He is a professor of the Postgraduate Program in Communication and of the Journalism course at the Federal University of Ouro Preto. He coordinates the Convergence and Journalism Research Group (ConJor) and the Journalism Innovation Lab (Labin). He is the author of the books “Jornalismo de Revista em Tablets: Um estudo dos aplicativos para iPad da revista Wired e Katachi” (LabCom Books, Covilhã) and “Narrativa Hipertextual Multimídia: um modelo de análise” (Ed. Facos, Santa Maria), in addition to articles in journals and book chapters. E-mail: marcelofreire@ufop.edu.br.

http://orcid.org/0000-0003-1936-7243

Aline Monteiro Homssi

(Universidade Federal de Minas Gerais, Faculdade de Filosofia e Ciências Humanas, Programa de PósGraduação em Comunicação Social. Belo Horizonte – MG, Brasil).(Universidade Federal de Minas Gerais, Faculdade de Filosofia e Ciências Humanas, Programa de PósGraduação em Comunicação Social. Belo Horizonte – MG, Brasil).(Universidade Federal de Minas Gerais, Faculdade de Filosofia e Ciências Humanas, Programa de PósGraduação em Comunicação Social. Belo Horizonte – MG, Brasil).

Aline Monteiro Homssi PhD candidate in Social Communication at the Federal University of Minas Gerais (UFMG). She holds a Master in Communication from the Federal University of Ouro Preto (UFOP) and is a specialist in Business Communication and Management from the Institute of Continuing Education of the Pontifical Catholic University of Minas Gerais (IEC/PUC Minas). Graduated in Social Communication with a degree in Journalism from the Pontifical Catholic University of Minas Gerais - PUC Minas. Member of the ConJor research group (PPGCOM-UFOP) and the MediaAção subgroup (NucCom - PPGCOM-UFMG). E-mail: alinemonteiro@gmail.com.

http://orcid.org/0000-0001-5430-5983

Ana Paula Martins Pereira

Ana Paula Martins Pereira Ana Paula Martins Pereira Master’s candidate in Communication at the Federal University of Ouro Preto and specialist in Proofreading by the Institute of Continuing Education of the Pontifical Catholic University of Minas Gerais (IEC/PUC Minas). Journalist graduated from the Federal University of Viçosa (UFV). Member of the ConJor Research Group (PPGCOM-UFOP). Email: apaulamartinsp@gmail.com.

http://orcid.org/0000-0003-2602-4871

Marcelo Freire

Holds a PhD and a master in Contemporary Communication and Culture from the Federal University of Bahia. He is a professor of the Postgraduate Program in Communication and of the Journalism course at the Federal University of Ouro Preto. He coordinates the Convergence and Journalism Research Group (ConJor) and the Journalism Innovation Lab (Labin). He is the author of the books “Jornalismo de Revista em Tablets: Um estudo dos aplicativos para iPad da revista Wired e Katachi” (LabCom Books, Covilhã) and “Narrativa Hipertextual Multimídia: um modelo de análise” (Ed. Facos, Santa Maria), in addition to articles in journals and book chapters. E-mail: marcelofreire@ufop.edu.br.

Aline Monteiro Homssi

PhD candidate in Social Communication at the Federal University of Minas Gerais (UFMG). She holds a Master in Communication from the Federal University of Ouro Preto (UFOP) and is a specialist in Business Communication and Management from the Institute of Continuing Education of the Pontifical Catholic University of Minas Gerais (IEC/PUC Minas). Graduated in Social Communication with a degree in Journalism from the Pontifical Catholic University of Minas Gerais - PUC Minas. Member of the ConJor research group (PPGCOM-UFOP) and the MediaAção subgroup (NucCom - PPGCOM-UFMG). E-mail: alinemonteiro@gmail.com.

Ana Paula Martins Pereira

Ana Paula Martins Pereira

Master’s candidate in Communication at the Federal University of Ouro Preto and specialist in Proofreading by the Institute of Continuing Education of the Pontifical Catholic University of Minas Gerais (IEC/PUC Minas). Journalist graduated from the Federal University of Viçosa (UFV). Member of the ConJor Research Group (PPGCOM-UFOP). Email: apaulamartinsp@gmail.com.

SCIMAGO INSTITUTIONS RANKINGS

Figures | Tables

Figures (6)
Tables (1)

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Figure 1
Graph of related terms in YouTube posts

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Figure 2
Graph of related terms in Facebook posts

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Figure 3
Graph of related terms in @ritalobo’s Twitter postsSource: the authors, through the Stilingue tool.

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Figure 4
Graph of related terms in @panelinha’s Twitter posts

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Figure 5
Graph of related terms in @panelinha Instagram posts

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Figure 6
Graph of related terms in @RitaLobo’s Instagram postsSource: the authors, through the Stilingue tool.

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Table 1
Total user numbers linked to Panelinha / Rita Lobo profiles

Figure 1 Graph of related terms in YouTube posts

Source: the authors, through the Stilingue tool.

Figure 2 Graph of related terms in Facebook posts

Source: the authors, through the Stilingue tool.

Figure 3 Graph of related terms in @ritalobo’s Twitter postsSource: the authors, through the Stilingue tool.

Figure 4 Graph of related terms in @panelinha’s Twitter posts

Source: the authors, through the Stilingue tool.

Figure 5 Graph of related terms in @panelinha Instagram posts

Source: the authors, through the Stilingue tool.

Figure 6 Graph of related terms in @RitaLobo’s Instagram postsSource: the authors, through the Stilingue tool.

Table 1 Total user numbers linked to Panelinha / Rita Lobo profiles

Social network website	Affiliates/Followers	Posts in the period (01/25 to 02/25/2018)
Facebook	256 thousand	99
Instagram	1,25 million	230
Twitter	460 thousand	360
Youtube	236 thousand	47

Source: the authors.

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Beans and rice in Le Creuset cookware: Rita Lobo’s universe in the transmedia gastronomy

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[1] Marcelo Freire

Holds a PhD and a master in Contemporary Communication and Culture from the Federal University of Bahia. He is a professor of the Postgraduate Program in Communication and of the Journalism course at the Federal University of Ouro Preto. He coordinates the Convergence and Journalism Research Group (ConJor) and the Journalism Innovation Lab (Labin). He is the author of the books “Jornalismo de Revista em Tablets: Um estudo dos aplicativos para iPad da revista Wired e Katachi” (LabCom Books, Covilhã) and “Narrativa Hipertextual Multimídia: um modelo de análise” (Ed. Facos, Santa Maria), in addition to articles in journals and book chapters. E-mail: marcelofreire@ufop.edu.br.