The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition
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Data de Publicação: | 2018 |
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/19125 |
Resumo: | ABSTRACT We consider the processes of globalization (ORTIZ, 2013, 2009) and the media and marketing appeals that shape the current circumstances in which culture and the market intersect. Therefore, it is reflected on the Red Bull Paranauê sporting event, held in Brazil in 2017 and 2018, highlighting Capoeira as Intangible Heritage and the projection built by the sports competition. Based on the folkmarketing conception (LUCENA FILHO, 2007), the implications of Red Bull Paranauê on identity and culture aspects are discussed. There are also voices of capoeiristas who stand in different ways on the phenomenon of the globalization of Capoeira and its media projections. While recognizing a certain worldwide visibility of Capoeira and Brazilian capoeiristas, it is concerned with the future effects of an exclusively competitive perspective. KEY-WORDS Capoeira; Red Bull Paranauê; Folkmartketing; Intangible assets; Identity. |
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Revista Internacional de Folkcomunicação |
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The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competitionO Red Bull Paranauê sob uma ótica Folkcomunicacional: reflexões de patrimônio, identidade e competiçãoABSTRACT We consider the processes of globalization (ORTIZ, 2013, 2009) and the media and marketing appeals that shape the current circumstances in which culture and the market intersect. Therefore, it is reflected on the Red Bull Paranauê sporting event, held in Brazil in 2017 and 2018, highlighting Capoeira as Intangible Heritage and the projection built by the sports competition. Based on the folkmarketing conception (LUCENA FILHO, 2007), the implications of Red Bull Paranauê on identity and culture aspects are discussed. There are also voices of capoeiristas who stand in different ways on the phenomenon of the globalization of Capoeira and its media projections. While recognizing a certain worldwide visibility of Capoeira and Brazilian capoeiristas, it is concerned with the future effects of an exclusively competitive perspective. KEY-WORDS Capoeira; Red Bull Paranauê; Folkmartketing; Intangible assets; Identity.RESUMO Consideram-se os processos de globalização e mundialização (ORTIZ, 2013, 2009) e os apelos midiático e mercadológicos que configuram as atuais circunstâncias em que a cultura e o mercado se cruzam. Logo, reflete-se sobre o evento esportivo Red Bull Paranauê, ocorrido no Brasil no ano de 2017 e 2018, destacando a Capoeira enquanto Patrimônio Imaterial e a projeção construída pela competição esportiva. Discute-se, com base na concepção de folkmarketing (LUCENA FILHO, 2007), as implicações do Red Bull Paranauê sobre os aspectos de identidade e cultura. Evidencia-se, ainda, vozes de capoeiristas que se posicionam de modos distintos sobre o fenômeno da mundialização da Capoeira e a suas projeções midiáticas. Embora se reconheça uma determinada visibilidade mundial da Capoeira e dos capoeiristas brasileiros, preocupa-se com os efeitos futuros de uma perspectiva exclusivamente competitiva. PALAVRAS-CHAVE Capoeira; Red Bull Paranauê; Folkmartketing; Patrimônio imaterial; Identidade.Editora UEPG2018-07-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.uepg.br/index.php/folkcom/article/view/1912510.5212/RIF.v.16.i36.0009Revista Internacional de Folkcomunicação; v. 16 n. 36: (jan./jun. 2018): "Folkcomunicação, patrimônio e identidade cultural"; 145-1621807-496010.5212/RIF.v.16.i36.00010017reponame:Revista Internacional de Folkcomunicaçãoinstname:Universidade Estadual de Ponta Grossa (UEPG)instacron:UEPGporhttps://revistas.uepg.br/index.php/folkcom/article/view/19125/209209215064Copyright (c) 2018 Revista Internacional de Folkcomunicaçãoinfo:eu-repo/semantics/openAccessSilva, Ana Carmem do NascimentoPaiva, Beatriz Lima de2021-10-13T17:38:25Zoai:uepg.br:article/19125Revistahttp://www.revistas.uepg.br/index.php?journal=folkcomPUBhttp://www.revistas.uepg.br/index.php/folkcom/oairevistafolkcom@uepg.br||sergiogadini@yahoo.com.br1807-49601807-4960opendoar:2021-10-13T17:38:25Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG)false |
dc.title.none.fl_str_mv |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition O Red Bull Paranauê sob uma ótica Folkcomunicacional: reflexões de patrimônio, identidade e competição |
title |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
spellingShingle |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition Silva, Ana Carmem do Nascimento |
title_short |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
title_full |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
title_fullStr |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
title_full_unstemmed |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
title_sort |
The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition |
author |
Silva, Ana Carmem do Nascimento |
author_facet |
Silva, Ana Carmem do Nascimento Paiva, Beatriz Lima de |
author_role |
author |
author2 |
Paiva, Beatriz Lima de |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Silva, Ana Carmem do Nascimento Paiva, Beatriz Lima de |
description |
ABSTRACT We consider the processes of globalization (ORTIZ, 2013, 2009) and the media and marketing appeals that shape the current circumstances in which culture and the market intersect. Therefore, it is reflected on the Red Bull Paranauê sporting event, held in Brazil in 2017 and 2018, highlighting Capoeira as Intangible Heritage and the projection built by the sports competition. Based on the folkmarketing conception (LUCENA FILHO, 2007), the implications of Red Bull Paranauê on identity and culture aspects are discussed. There are also voices of capoeiristas who stand in different ways on the phenomenon of the globalization of Capoeira and its media projections. While recognizing a certain worldwide visibility of Capoeira and Brazilian capoeiristas, it is concerned with the future effects of an exclusively competitive perspective. KEY-WORDS Capoeira; Red Bull Paranauê; Folkmartketing; Intangible assets; Identity. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-07-25 |
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/19125 10.5212/RIF.v.16.i36.0009 |
url |
https://revistas.uepg.br/index.php/folkcom/article/view/19125 |
identifier_str_mv |
10.5212/RIF.v.16.i36.0009 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/19125/209209215064 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Revista Internacional de Folkcomunicação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Revista Internacional de Folkcomunicação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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. 16 n. 36: (jan./jun. 2018): "Folkcomunicação, patrimônio e identidade cultural"; 145-162 1807-4960 10.5212/RIF.v.16.i36.00010017 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_ |
1799317371360378880 |