Do vale ao cotidiano : mediações, ativismo lúdico e a percepção de sustentabilidade na comunidade de fãs de Stardew Valley

Abstract

The video game industry has consolidated itself as the leading force in global entertainment, transcending leisure to become a vital space for socialization and identity formation. Concurrently, a scenario emerges where Generation Z demonstrates a growing skepticism toward traditional advertising, seeking refuge in narratives that resonate with ethical values and authentic purposes. Stardew Valley, a life and farming simulator, emerges as a cultural phenomenon in this context, proposing a ludic critique of corporate capitalism and a celebration of community life. In this sense, this study aims to investigate the mediations — understood as the process of negotiating meanings between the game mechanics, the community's participatory culture, and the player's individual values — in the promotion of sustainable practices and social awareness. It analyzes how farming mechanics and the game’s narrative act as 'social learning' tools, fostering debates on conscious consumption and ecology. Furthermore, the study aims to understand how engagement in the virtual universe spills over into reality, transforming environmental perceptions and offering strategic perspectives for the communication of brands seeking relevance with an audience that values consistency between discourse and practice.