Regionalismo nordestino e pluralidade linguística nas postagens do influenciador Max Petterson

Abstract

This research analyzes how northeastern Brazilian slang and expressions used by digital influencer Max Petterson on YouTube serve as mechanisms for cultural appreciation and linguistic prejudice resistance. Historically stigmatized and associated with stereotypes of inferiority, the northeastern dialect is re-signified in digital spaces as a symbol of identity and resistance. The study investigates how social media, particularly YouTube, enables the subversion of symbolic exclusion caused by linguistic prejudice. The main goal was to understand how Max’s linguistic performance fosters respect for language diversity in Brazil. This is a qualitative, exploratory, and bibliographical study, grounded in Sociolinguistics, Discourse Analysis, and Cultural Studies. Three of Max Petterson's videos and their viewer comments were analyzed. Content analysis followed Bardin’s (2016) framework, focusing on idiomatic expressions, discursive strategies, and audience reception. The results show that Max uses his regional language intentionally and politically, generating empathy, identification, and engagement. Recurring terms reinforce sociolinguistic awareness and cultural pride. Comments highlight a supportive virtual community that values and reproduces these expressions. It is concluded that the use of northeastern speech on YouTube, when associated with authenticity and humor, becomes a powerful tool for symbolic resistance, promoting linguistic dignity and cultural diversity in contemporary Brazil.