Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians

Detalhes bibliográficos
Autor(a) principal: Demuru, Paolo
Data de Publicação: 2016
Tipo de documento: Artigo
Idioma: por
Título da fonte: Intexto (Porto Alegre)
Texto Completo: https://seer.ufrgs.br/index.php/intexto/article/view/67837
Resumo: Based on a dialogue between Greimas and post-Greimas’s discursive Semiotics and Lotman’s Semiotics of culture, as well as in approaches which defend the complementarity between the two of them and the more specific confrontations with studies on glocalization, this article intends to reflect on the names and naming processes of two of São Paulo’s new stadiums: Arena Corinthians and Allianz Parque. Three are the matters which interest us in this discussion: the implicit semiotic-communication consequences in the passage from the definition of stadium to the denomination of arena; the reiteration, in the city, of the international market tendency which foresees the sale of the naming rights of stadiums to private companies; and the implicit resistance against such tendency manifested through media’s celebration of the nickname Itaquerão – reason for which, according to its board of directors, the club had not yet been able to sell the Arena’s naming rights.
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spelling Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena CorinthiansArenas, naming rights e apelidos: estratégias discursivas e modelos de cidade na comunicação do Allianz Parque e da Arena CorinthiansEstádios. Arenas. Naming rights. Greimas. Lotman.Stadiums. Arenas. Naming rights. Greimas. Lotman.Based on a dialogue between Greimas and post-Greimas’s discursive Semiotics and Lotman’s Semiotics of culture, as well as in approaches which defend the complementarity between the two of them and the more specific confrontations with studies on glocalization, this article intends to reflect on the names and naming processes of two of São Paulo’s new stadiums: Arena Corinthians and Allianz Parque. Three are the matters which interest us in this discussion: the implicit semiotic-communication consequences in the passage from the definition of stadium to the denomination of arena; the reiteration, in the city, of the international market tendency which foresees the sale of the naming rights of stadiums to private companies; and the implicit resistance against such tendency manifested through media’s celebration of the nickname Itaquerão – reason for which, according to its board of directors, the club had not yet been able to sell the Arena’s naming rights.Com base em um diálogo entre a Semiótica discursiva greimasiana e pós-greimasiana e a Semiótica da cultura lotmaniana, como também em abordagens que defendem a complementariedade entre as duas e em confrontos mais pontuais com os estudos sobre a glocalização, o presente artigo propõe uma reflexão sobre os nomes e os processos de nomeação dos dois mais novos estádios de São Paulo: a Arena Corinthians e o Allianz Parque. Três são as questões que nos interessa discutir: as consequências semiótico-comunicacionais implícitas na passagem da denominação de estádio para aquela de arena; a reiteração, na cidade, da tendência mercadológica internacional que prevê a venda dos assim chamados naming rights dos estádios para empresas privadas; e a resistência implícita contra tal tendência manifestada por meio da celebração midiática do apelido Itaquerão – razão pela qual, segundo sua diretoria, o clube não teria ainda conseguido vender os direitos de nomeação da Arena. Universidade Federal do Rio Grande do Sul2016-12-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://seer.ufrgs.br/index.php/intexto/article/view/6783710.19132/1807-8583201637.292-312Intexto; n. 37, set./dez. 2016; 292-312Intexto; n. 37, set./dez. 2016; 292-312Intexto; n. 37, set./dez. 2016; 292-312Intexto; n. 37, set./dez. 2016; 292-312Intexto; n. 37, set./dez. 2016; 292-3121807-8583reponame:Intexto (Porto Alegre)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/intexto/article/view/67837/39622Copyright (c) 2016 Paolo Demuruhttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessDemuru, Paolo2023-11-23T17:19:30Zoai:seer.ufrgs.br:article/67837Revistahttp://seer.ufrgs.br/intextoONGhttp://seer.ufrgs.br/intexto/oai||intexto@ufrgs.br1807-85831807-8583opendoar:2023-11-23T17:19:30Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
Arenas, naming rights e apelidos: estratégias discursivas e modelos de cidade na comunicação do Allianz Parque e da Arena Corinthians
title Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
spellingShingle Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
Demuru, Paolo
Estádios. Arenas. Naming rights. Greimas. Lotman.
Stadiums. Arenas. Naming rights. Greimas. Lotman.
title_short Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
title_full Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
title_fullStr Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
title_full_unstemmed Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
title_sort Arenas, naming rights and nicknames: discursive strategies and city-patterns around the communication of Allianz Parque and Arena Corinthians
author Demuru, Paolo
author_facet Demuru, Paolo
author_role author
dc.contributor.author.fl_str_mv Demuru, Paolo
dc.subject.por.fl_str_mv Estádios. Arenas. Naming rights. Greimas. Lotman.
Stadiums. Arenas. Naming rights. Greimas. Lotman.
topic Estádios. Arenas. Naming rights. Greimas. Lotman.
Stadiums. Arenas. Naming rights. Greimas. Lotman.
description Based on a dialogue between Greimas and post-Greimas’s discursive Semiotics and Lotman’s Semiotics of culture, as well as in approaches which defend the complementarity between the two of them and the more specific confrontations with studies on glocalization, this article intends to reflect on the names and naming processes of two of São Paulo’s new stadiums: Arena Corinthians and Allianz Parque. Three are the matters which interest us in this discussion: the implicit semiotic-communication consequences in the passage from the definition of stadium to the denomination of arena; the reiteration, in the city, of the international market tendency which foresees the sale of the naming rights of stadiums to private companies; and the implicit resistance against such tendency manifested through media’s celebration of the nickname Itaquerão – reason for which, according to its board of directors, the club had not yet been able to sell the Arena’s naming rights.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-21
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://seer.ufrgs.br/index.php/intexto/article/view/67837
10.19132/1807-8583201637.292-312
url https://seer.ufrgs.br/index.php/intexto/article/view/67837
identifier_str_mv 10.19132/1807-8583201637.292-312
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/intexto/article/view/67837/39622
dc.rights.driver.fl_str_mv Copyright (c) 2016 Paolo Demuru
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Paolo Demuru
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Intexto; n. 37, set./dez. 2016; 292-312
Intexto; n. 37, set./dez. 2016; 292-312
Intexto; n. 37, set./dez. 2016; 292-312
Intexto; n. 37, set./dez. 2016; 292-312
Intexto; n. 37, set./dez. 2016; 292-312
1807-8583
reponame:Intexto (Porto Alegre)
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instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
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reponame_str Intexto (Porto Alegre)
collection Intexto (Porto Alegre)
repository.name.fl_str_mv Intexto (Porto Alegre) - Universidade Federal do Rio Grande do Sul (UFRGS)
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