Não quero ser too woke : ressignificação da cultura woke no X

Abstract

In view of the rise of racial agendas and those of other socially marginalized communities, such as women and LGBTQIAP+ people, issues that were previously not discussed have become central to debates on visibility and equity of rights, especially on social media. These developments are related to what can be referred to as Woke Culture, in which society moves away from indifference to these agendas and becomes aware of existing injustices. Despite its importance, a topic has gained prominence in the current context of X: wokeness being framed as something negative. Although the popularization of the term stems from a tragedy of global impact in 2021, the re-signification of the term and the interpretation by users require analysis in order to understand what generated this effect. X becomes the main stage for this discussion, as it has been attributed the image of a social network marked by debates on social issues, which are daily displayed on the timelines of millions of users. Therefore, understanding the shift in meaning associated with what is referred to as woke, arising from the convergence of multiple communicational factors, is of paramount importance.