Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Internacional de Folkcomunicação |
Texto Completo: | https://revistas.uepg.br/index.php/folkcom/article/view/20681 |
Resumo: | The Italian festival Our Lady of Achiropita, a historical-cultural, religious and gastronomic event celebrated annually in the neighborhood of Bixiga (São Paulo-SP), is a voluntary action to raise funds for the support of people in social vulnerability. The study aims to identify communication strategies used by the Special Edition - 94th of the festival in 2020 in the face of the health crisis caused by Covid-19. This is theoretical research, an integrative bibliographic review in which were used websites, social networks, and printed documents about the phenomenon studied. The results show that in overcoming social isolation, e-commerce contributed to the implementation of the event. It is considered, therefore, that the proposals of commercialization, above all from a folkcommunicational perspective, and mainly from folkmarketing, allowed the preservation of religious and culinary heritage with its multiple cultural and symbolic expressions that were incorporated into the reality of São Paulo from migratory movements, registered in communication networks and folkcommunication that recreated the gastronomic marks of the party. |
id |
UEPG-29_419c9ef92901ae2b1d5f8ab37c926948 |
---|---|
oai_identifier_str |
oai:uepg.br:article/20681 |
network_acronym_str |
UEPG-29 |
network_name_str |
Revista Internacional de Folkcomunicação |
repository_id_str |
|
spelling |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemicAspectos del Folkmarketing en la Festa de Nossa Senhora da Achiropita (SP) en tiempos de la pandemia de Covid-19Aspectos do Folkmarketing na Festa de Nossa Senhora da Achiropita (SP) em tempos de pandemia Covid-19The Italian festival Our Lady of Achiropita, a historical-cultural, religious and gastronomic event celebrated annually in the neighborhood of Bixiga (São Paulo-SP), is a voluntary action to raise funds for the support of people in social vulnerability. The study aims to identify communication strategies used by the Special Edition - 94th of the festival in 2020 in the face of the health crisis caused by Covid-19. This is theoretical research, an integrative bibliographic review in which were used websites, social networks, and printed documents about the phenomenon studied. The results show that in overcoming social isolation, e-commerce contributed to the implementation of the event. It is considered, therefore, that the proposals of commercialization, above all from a folkcommunicational perspective, and mainly from folkmarketing, allowed the preservation of religious and culinary heritage with its multiple cultural and symbolic expressions that were incorporated into the reality of São Paulo from migratory movements, registered in communication networks and folkcommunication that recreated the gastronomic marks of the party.El festival italiano Nuestra Señora de la Achiropita, un evento histórico-cultural, religioso y gastronómico que se celebra anualmente en el barrio de Bexiga (São Paulo-SP), es una acción voluntaria para recaudar fondos para apoyar a las personas en vulnerabilidad social. El estudio tiene como objetivo identificar las estrategias de comunicación utilizadas por la Edición Especial - 94 de la festa en 2020 ante la crisis sanitaria provocada por el Covid-19. Se trata de una investigación teórica, una revisión bibliográfica integradora en la que, de manera explorada, utilizó sitios web, redes sociales y documentos impresos sobre el fenómeno estudiado. Los resultados muestran que en la superación del aislamiento social, el comercio electrónico contribuyó a la realización del evento. Se considera, por lo tanto, que las propuestas de comercialización, sobre todo desde una perspectiva folkcomunicacional, y principalmente desde el folkmarketing, posibilitaron la preservación del patrimonio religioso y culinario con sus múltiples expresiones culturales y simbólicas que fueron incorporadas a la realidad paulista a partir de los movimientos migratorios, registrados en las redes de comunicación y de comunicación popular que recreaba las marcas gastronómicas de aquella fiesta. A festa italiana Nossa Senhora da Achiropita, evento histórico-cultural, religioso, comunitário e gastronômico celebrada anualmente no bairro do Bixiga (São Paulo-SP), é uma ação voluntária para arrecadar fundos ao amparo de pessoas em vulnerabilidade social. O estudo tem como objetivo identificar estratégias de comunicação utilizadas pela Edição Especial - 94ª da Festa em 2020 diante da crise sanitária causada pelo Covid-19. Trata-se de uma pesquisa teórica, de revisão bibliográfica integrativa na qual foram explorados websites, redes sociais e materiais de divulgação sobre o fenômeno estudado. Os resultados evidenciam que em superação ao isolamento social, o e-commerce contribuiu para efetivação do evento. Considera-se, portanto, propostas que possibilitaram, a partir de uma perspectiva folkcomunicacional, e principalmente, do folkmarketing, a preservação de um patrimônio religioso, comunitário e gastronômico, com suas múltiplas expressões histórico-culturais e simbólicas que foram incorporadas à realidade local, originárias de movimentos migratórios, e que recriaram as marcas da referida festa.Editora UEPG2022-07-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/xmlhttps://revistas.uepg.br/index.php/folkcom/article/view/2068110.5212/RIF.v.20.i44.0003Revista Internacional de Folkcomunicação; v. 20 n. 44 (2022): Dossiê: Estratégias de Folkmarketing na sociedade contemporânea; 50-701807-496010.5212/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/20681/209209216828https://revistas.uepg.br/index.php/folkcom/article/view/20681/209209216833Copyright (c) 2022 Revista Internacional de Folkcomunicaçãoinfo:eu-repo/semantics/openAccessLitwak de Andrade Cezar, Iêda Escudero, Camila Maria Sariva, Joseana Saraiva de Alencar Alves, Denice 2022-07-23T20:14:02Zoai:uepg.br:article/20681Revistahttp://www.revistas.uepg.br/index.php?journal=folkcomPUBhttp://www.revistas.uepg.br/index.php/folkcom/oairevistafolkcom@uepg.br||sergiogadini@yahoo.com.br1807-49601807-4960opendoar:2022-07-23T20:14:02Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG)false |
dc.title.none.fl_str_mv |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic Aspectos del Folkmarketing en la Festa de Nossa Senhora da Achiropita (SP) en tiempos de la pandemia de Covid-19 Aspectos do Folkmarketing na Festa de Nossa Senhora da Achiropita (SP) em tempos de pandemia Covid-19 |
title |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
spellingShingle |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic Litwak de Andrade Cezar, Iêda |
title_short |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
title_full |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
title_fullStr |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
title_full_unstemmed |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
title_sort |
Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic |
author |
Litwak de Andrade Cezar, Iêda |
author_facet |
Litwak de Andrade Cezar, Iêda Escudero, Camila Maria Sariva, Joseana Saraiva de Alencar Alves, Denice |
author_role |
author |
author2 |
Escudero, Camila Maria Sariva, Joseana Saraiva de Alencar Alves, Denice |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Litwak de Andrade Cezar, Iêda Escudero, Camila Maria Sariva, Joseana Saraiva de Alencar Alves, Denice |
description |
The Italian festival Our Lady of Achiropita, a historical-cultural, religious and gastronomic event celebrated annually in the neighborhood of Bixiga (São Paulo-SP), is a voluntary action to raise funds for the support of people in social vulnerability. The study aims to identify communication strategies used by the Special Edition - 94th of the festival in 2020 in the face of the health crisis caused by Covid-19. This is theoretical research, an integrative bibliographic review in which were used websites, social networks, and printed documents about the phenomenon studied. The results show that in overcoming social isolation, e-commerce contributed to the implementation of the event. It is considered, therefore, that the proposals of commercialization, above all from a folkcommunicational perspective, and mainly from folkmarketing, allowed the preservation of religious and culinary heritage with its multiple cultural and symbolic expressions that were incorporated into the reality of São Paulo from migratory movements, registered in communication networks and folkcommunication that recreated the gastronomic marks of the party. |
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/20681 10.5212/RIF.v.20.i44.0003 |
url |
https://revistas.uepg.br/index.php/folkcom/article/view/20681 |
identifier_str_mv |
10.5212/RIF.v.20.i44.0003 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/20681/209209216828 https://revistas.uepg.br/index.php/folkcom/article/view/20681/209209216833 |
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; 50-70 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 |
_version_ |
1799317372185608192 |