A festa junina em Campina Grande - Paraíba : evento gerador de discursos organizacionais no contexto do folkmarketing

• Autor(a) principal: Lucena Filho, Severino Alves de
• Data de Publicação: 2005
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_RS
• Texto Completo: https://tede2.pucrs.br/tede2/handle/tede/10584
• topic: Festa Junina; Comunicação Organizacional Integrada; Folkcomunicação; Marketing; Cultura Popular; Discurso; Folkmarketing; Junina Party; lntegrated Organizational Communication; Folkcommunication; Marketing; Popular Culture; Speech; Fofkmarketing; Fiesta Junina; Comunicación Integrada Organizacional; Folkcomunicación; Comercialización; Cultura Popular; Discurso; Folkmarketing; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The present study approaches the cultural and touristic mega event of the "Greatest São João of the World", carried out in Campina Grande city, in Paraíba, in the Northeast of Brazil. The central focus consists of analyzing the organizational speech in the context of fo/kmarketing. The speech that we call folkmarketing is built by the public and private companies, through the symbolic universe appropriation of the "Junina party'', marketing and institutional objective, in the condition of managers and sponsors of it. By the point of view of communication, the organizations can be understood as a space of exchanges and places of speech in conditions of differentiated production. ln the research it's used the method of speech analysis, from the French School, and its conceptual specifities. Basing on the advertising images constructed and viewed in the scenes, packing, programming of the party and directed and mass media communication instruments, to understand the senses mobilized in the religious discursive formations, institutional and marketing. The five discursive imagetic blocks are composed for figures that form the materiality for analysis and that register the appropriations leveis that constitute the matrix of senses. Considering the images, scenes and packings that materialize the organizational speeches in the scope of folkmarketing, it's noticed that the "Junina party'' is coated with special meanings, that allow the interlacement of senses that they are part of the hybrid discursive mosaic that involves the regional and identity culture