Em busca de sentidos para a marca Rio : as narrativas do site portomaravilha.com.br

• Autor(a) principal: Mello, Flávia Barroso de
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UERJ
• Texto Completo: http://www.bdtd.uerj.br/handle/1/8890
• topic: Branding; Institutional Communication; Marca Rio; Mega Events; Porto Maravilha; Comunicação Institucional; Marca Rio; Megaeventos; Porto Maravilha; Comunicação Social; Branding (Marketing); Comunicação em marketing; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::RELACOES PUBLICAS E PROPAGANDA

This research pretends to analyze how the City Hall in partnership with the private iniciative (Cedurp) builds meanings for the a brand Rio , based on the institutional discourses about the reurbanization of the Porto f Rio. From a discursive perspective, especially the proposal of Andrea Semprimi (2010) are analyzed the institutional narratives published on the website portomaravilha.com.br, main vehicle of institutional disclosure of the Porto Maravilha Project. The period analyzed covers the years 2011 to 2016, which preceded the two major mega events sustained in the city over the last ten years the World Cup (2014) and the Olympic Games (2016). In the course of the analysis, clues were finds about na institutional strategy that seeks to frame the memories of the Port region to legitimate the reurbanization of the presente selecting what will remain a discursive legacy for the future. For beyond to an Olympic City project, therefore, one observes the search for the consolidation of a new urban ethos, with a view to the insertion of Rio de Janeiro in the Market of global cities. Thus, a significant part of the city center region, which for a long time was reinvented and revalued, which fits precisely the branding process of the city: to sell the image of good destination for resources, investments and tourism, generating symbolic and economic gains