Porto Maravilha: branding urbano e construção do imaginário da cidade do Rio de Janeiro

• Autor(a) principal: Santos, Maria Helena Carmo dos
• Data de Publicação: 2016
• 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/1/8878
• topic: Communication; Imaginary; Mega event; Urban Branding; Porto Maravilha; Comunicação; Megaevento; Branding Urbano; Comunicação Social; Grandes eventos; Imaginário; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The main purpose of this thesis is to analyze the Porto Maravilha project from the perspective of urban branding. As a starting point, we have made a brief historical research on the development of cities to the city-product and its urban business plan. Then we have analyzed the concept of stereotypes and what the representations of the image of Rio de Janeiro city internationally speaking are, as well as the city as a tourist destination, the formation of new landscapes in the port region and the culture as a possible new brand attribute to the city. As Porto Maravilha is part of the Olympics legacy, we have included a discussion on mega events and then reflected on the port s new architecture, urbanism and history, pointing out the side effect of the project: gentrification. At the end, a theoretical approach on place branding and how this new tool may build stories for the port region of Rio de Janeiro and its Praça Mauá, a symbol of Porto Maravilha