Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João”
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Internacional de Folkcomunicação |
Texto Completo: | https://revistas.uepg.br/index.php/folkcom/article/view/20584 |
Resumo: | This paper discusses how multinationals, like the US Johnson & Johnson, PepsiCo and Danone, adopt organizational communication strategies centered on Folkmarketing in order to attract the consumer's attention of the Brazilian Northeast countryside. This segment of the population represents about fifty million inhabitants and historically carries the most impoverished of the country area of the country. But even with this stigma, its GDP is Similar to Chile´s and it has very particular traditions, such as St. John's. Through this festival these corporations seek a rapprochement with their target -. Developing activities in the city of Caruaru, inside the state of Pernambuco, known as the "Capital of Forró", referring to the typical musical rhythm of this celebration. We expose, therefore, as the city was known nationally for this nickname and the role of the Globo Television Network, one of the largest broadcasters in the world, in scheduling reports on the festivities and spread of this imaginary. |
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Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João”Multinacionales globales del marketing internacional al folkmarketing: identidad cultural a través del consumo en “São João” do Interior de BrasilMultinacionais Globais do Marketing Internacional ao Folkmarketing: a Identidade Cultural Pelo Consumo no São João do Interior do Brasil This paper discusses how multinationals, like the US Johnson & Johnson, PepsiCo and Danone, adopt organizational communication strategies centered on Folkmarketing in order to attract the consumer's attention of the Brazilian Northeast countryside. This segment of the population represents about fifty million inhabitants and historically carries the most impoverished of the country area of the country. But even with this stigma, its GDP is Similar to Chile´s and it has very particular traditions, such as St. John's. Through this festival these corporations seek a rapprochement with their target -. Developing activities in the city of Caruaru, inside the state of Pernambuco, known as the "Capital of Forró", referring to the typical musical rhythm of this celebration. We expose, therefore, as the city was known nationally for this nickname and the role of the Globo Television Network, one of the largest broadcasters in the world, in scheduling reports on the festivities and spread of this imaginary.El presente estudio analiza las intersecciones entre la Comunicación Organizacional y el Folkmarketing a través de elementos históricos de la formación de un constructo enfocado en el rol comunicacional como factor relevante para las organizaciones en términos de imagen. Ante ello, se expone el camino recorrido por este campo no sólo en Brasil, sino también en los Estados Unidos, país que es uno de los precursores en esta práctica. Se demuestra de manera incisiva la evolución de la Comunicación Organizacional en el país en los años finales del Régimen Militar, así como el nuevo comportamiento consumista de la época. Se destaca con énfasis el papel que juega el Folkmarketing y su integración con elementos del campo que involucra la comunicación en las organizaciones, dejando evidencia al final del trabajo, el papel decisivo del Folkmarketing como estrategia eficaz y afectiva con el público consumidor cada vez más consciente y exigentes en el actual escenario de la Sociedad de la Información. O presente estudo analisa intersecções entre a Comunicação Organizacional e o Folkmarketing por meio de elementos históricos da formação de um constructo voltado ao papel comunicacional como fator de relevo às organizações no quesito imagem. Diante disso, é exposto o caminho trilhado por este campo não só no Brasil, mas também nos Estados Unidos, país que é um dos precursores nessa prática. Demonstra-se de modo incisivo a evolução da Comunicação Organizacional no país nos anos finais do Regime Militar, bem como o novo comportamento do consumidor de então. É levantado com ênfase o papel desempenhado pelo Folkmarketing e sua integração com elementos da seara que envolve a comunicação nas organizações, restando evidenciado ao término do trabalho, o decisivo papel do Folkmarketing como estratégia efetiva e afetiva junto ao público consumidor cada vez consciente e exigente no atual cenário da Sociedade da Informação.Editora UEPG2022-07-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/xmlhttps://revistas.uepg.br/index.php/folkcom/article/view/2058410.5212/RIF.v.20.i44.0005Revista Internacional de Folkcomunicação; v. 20 n. 44 (2022): Dossiê: Estratégias de Folkmarketing na sociedade contemporânea; 88-1051807-496010.5212/RIF.v.20.i44.00010015reponame:Revista Internacional de Folkcomunicaçãoinstname:Universidade Estadual de Ponta Grossa (UEPG)instacron:UEPGporhttps://revistas.uepg.br/index.php/folkcom/article/view/20584/209209216834https://revistas.uepg.br/index.php/folkcom/article/view/20584/209209216838Copyright (c) 2022 Revista Internacional de Folkcomunicaçãoinfo:eu-repo/semantics/openAccessProcópio, Pedro Paulo2023-01-17T15:20:55Zoai:uepg.br:article/20584Revistahttp://www.revistas.uepg.br/index.php?journal=folkcomPUBhttp://www.revistas.uepg.br/index.php/folkcom/oairevistafolkcom@uepg.br||sergiogadini@yahoo.com.br1807-49601807-4960opendoar:2023-01-17T15:20:55Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG)false |
dc.title.none.fl_str_mv |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” Multinacionales globales del marketing internacional al folkmarketing: identidad cultural a través del consumo en “São João” do Interior de Brasil Multinacionais Globais do Marketing Internacional ao Folkmarketing: a Identidade Cultural Pelo Consumo no São João do Interior do Brasil |
title |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
spellingShingle |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” Procópio, Pedro Paulo |
title_short |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
title_full |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
title_fullStr |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
title_full_unstemmed |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
title_sort |
Global Multinationals from International Marketing to Folkmarketing: Cultural Identity Through Consumption in Brazil´s Countryside “São João” |
author |
Procópio, Pedro Paulo |
author_facet |
Procópio, Pedro Paulo |
author_role |
author |
dc.contributor.author.fl_str_mv |
Procópio, Pedro Paulo |
description |
This paper discusses how multinationals, like the US Johnson & Johnson, PepsiCo and Danone, adopt organizational communication strategies centered on Folkmarketing in order to attract the consumer's attention of the Brazilian Northeast countryside. This segment of the population represents about fifty million inhabitants and historically carries the most impoverished of the country area of the country. But even with this stigma, its GDP is Similar to Chile´s and it has very particular traditions, such as St. John's. Through this festival these corporations seek a rapprochement with their target -. Developing activities in the city of Caruaru, inside the state of Pernambuco, known as the "Capital of Forró", referring to the typical musical rhythm of this celebration. We expose, therefore, as the city was known nationally for this nickname and the role of the Globo Television Network, one of the largest broadcasters in the world, in scheduling reports on the festivities and spread of this imaginary. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-23 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/20584 10.5212/RIF.v.20.i44.0005 |
url |
https://revistas.uepg.br/index.php/folkcom/article/view/20584 |
identifier_str_mv |
10.5212/RIF.v.20.i44.0005 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/20584/209209216834 https://revistas.uepg.br/index.php/folkcom/article/view/20584/209209216838 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Revista Internacional de Folkcomunicação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Revista Internacional de Folkcomunicação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/xml |
dc.publisher.none.fl_str_mv |
Editora UEPG |
publisher.none.fl_str_mv |
Editora UEPG |
dc.source.none.fl_str_mv |
Revista Internacional de Folkcomunicação; v. 20 n. 44 (2022): Dossiê: Estratégias de Folkmarketing na sociedade contemporânea; 88-105 1807-4960 10.5212/RIF.v.20.i44.00010015 reponame:Revista Internacional de Folkcomunicação instname:Universidade Estadual de Ponta Grossa (UEPG) instacron:UEPG |
instname_str |
Universidade Estadual de Ponta Grossa (UEPG) |
instacron_str |
UEPG |
institution |
UEPG |
reponame_str |
Revista Internacional de Folkcomunicação |
collection |
Revista Internacional de Folkcomunicação |
repository.name.fl_str_mv |
Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG) |
repository.mail.fl_str_mv |
revistafolkcom@uepg.br||sergiogadini@yahoo.com.br |
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1799317372178268160 |