The Red Bull Paranauê from a Folkcomunicacional perspective:reflections on heritage, identity and competition

Detalhes bibliográficos
Autor(a) principal: Silva, Ana Carmem do Nascimento
Data de Publicação: 2018
Outros Autores: Paiva, Beatriz Lima de
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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spelling 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
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