A rede brasileira de empresas de publicidade: padrões espaciais e interações escalares: 2011-2017

• Autor(a) principal: Carvalho, Ronaldo Cerqueira
• Data de Publicação: 2021
• Outros Autores: [e-mail]
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/17360
• topic: Networks; Flows; Advertising companies; Spatial patterns; Redes; Fluxos; Empresas de publicidade; Padrões espaciais; Agências de Propaganda – Brasil; Sociologia urbana – Brasil; Geografia urbana – Brasil; Redes de informação – Aspectos econômicos – Brasil; Redes e fluxos em geografia; CIENCIAS HUMANAS::GEOGRAFIA::GEOGRAFIA HUMANA::GEOGRAFIA URBANA

The thesis deals with advertising as an advanced networked service of headquarters and branches, articulated at different scales, conforming geographic patterns associated with interactions full of intercausal ties. In view of the proposition, our main objective is to analyze these patterns and the exchanges formed at different scalar levels. As a time frame the focus is on the recent period, captured mainly by the CEMPRE [National Registry of Organizations] of IBGE in 2011 and by the ranking of the Kantar IBOPE, a top 50 survey of the largest companies in advertising investment during 2017. The CEMPRE constitutes a collection of data such as the company’s main economic activity and the location of headquarters and subsidiaries. Kantar IBOPE's list is aimed at recognizing a hegemonic and self-worth market. Based mainly on the elaboration of 26 maps, the main results regarding the intra-urban scale point out that the advertising activity seeks the spaces that present a greater concentration of fixed capital. In this dimension the advantages of the “local buzz” of workers and companies are directly linked to contacts that go beyond this scope of proximity. On the national scale the concentrations of the object fall on the Center-South of Brazil considering especially the São Paulo metropolitan core, highlighted in the thesis in its internal space. In the intermunicipal matters most cities are not networked in a country of wide voids mainly in the northern region of Brazil. Concerning the global links, as expected, São Paulo (SP) is in the highest position. Although playing a subordinate role in relation to global megacities such as London and Paris, the links that place it on a planetary scale confirm São Paulo as a point of interlocution of the national scale with the other countries, mainly through New York City. In this case our work showed an overview of how subspaces of the intra-urban and the Brazilian urban network are articulated internationally.