Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations

Detalhes bibliográficos
Autor(a) principal: Jayo, Martin
Data de Publicação: 2021
Outros Autores: Tavares Lima, Adriana
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Domínios de Lingu@gem
Texto Completo: https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050
Resumo: After being practiced for nearly three decades in the city of São Paulo for privately-owned venues such as cinemas, theaters and, more recently, sports stadiums, the sale of naming rights is being applied to state-owned spaces: in April 2020, the Companhia do Metropolitano de São Paulo (Cia. do Metrô) announced a plan to grant to private exploitation the right to name its stations. This article analyzes this plan, its premises and expectations. It concludes that, while a series of conflicts related to the memory of the city and its spatial landmarks have been identified by recent studies on toponymic commodification and suggested by the city’s antecedents on this matter, such conflicts do not seem to be considered in the plan’s agenda.
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spelling Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stationsComodificação toponímica e a cidade neoliberal: sobre a venda de direitos de nomeação (naming rights) das estações do metrô de São PauloDireitos de nomeaçãoToponímiaMarketing urbanoMemóriaIdentidadesNaming rightsToponymyCity marketingMemoryIdentitiesAfter being practiced for nearly three decades in the city of São Paulo for privately-owned venues such as cinemas, theaters and, more recently, sports stadiums, the sale of naming rights is being applied to state-owned spaces: in April 2020, the Companhia do Metropolitano de São Paulo (Cia. do Metrô) announced a plan to grant to private exploitation the right to name its stations. This article analyzes this plan, its premises and expectations. It concludes that, while a series of conflicts related to the memory of the city and its spatial landmarks have been identified by recent studies on toponymic commodification and suggested by the city’s antecedents on this matter, such conflicts do not seem to be considered in the plan’s agenda.Depois de quase três décadas sendo praticada na cidade de São Paulo em equipamentos privados como cinemas, teatros e mais recentemente estádios esportivos, a comercialização de direitos de nomeação chega também a espaços de propriedade estatal: em abril de 2020, a Companhia do Metropolitano de São Paulo (Cia. do Metrô) anunciou um projeto de conceder à exploração privada o direito de nomear suas estações. Este artigo analisa esse projeto, suas premissas e expectativas. Conclui que uma série de conflitos relacionados à memória da cidade e a seus marcos espaciais, embora apontados em estudos recentes sobre comodificação toponímica e também sugeridos pelos próprios antecedentes paulistanos no tema, não parecem fazer parte da agenda de preocupações do projeto.PP/UFU2021-03-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdftext/xmlhttps://seer.ufu.br/index.php/dominiosdelinguagem/article/view/5705010.14393/DL46-v15n2a2021-4Domínios de Lingu@gem; Vol. 15 No. 2 (2021): The quest for interdisciplinarity in the Brazilian Onomastics; 347-370Domínios de Lingu@gem; Vol. 15 Núm. 2 (2021): A busca pela interdisciplinaridade na Onomástica brasileira; 347-370Domínios de Lingu@gem; v. 15 n. 2 (2021): A busca pela interdisciplinaridade na Onomástica brasileira; 347-3701980-5799reponame:Domínios de Lingu@geminstname:Universidade Federal de Uberlândia (UFU)instacron:UFUengporhttps://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/31079https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/31080https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/34641Copyright (c) 2021 Martin Jayo, Adriana Tavares Limahttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessJayo, MartinTavares Lima, Adriana2022-09-16T18:37:15Zoai:ojs.www.seer.ufu.br:article/57050Revistahttps://seer.ufu.br/index.php/dominiosdelinguagemPUBhttps://seer.ufu.br/index.php/dominiosdelinguagem/oairevistadominios@ileel.ufu.br||1980-57991980-5799opendoar:2022-09-16T18:37:15Domínios de Lingu@gem - Universidade Federal de Uberlândia (UFU)false
dc.title.none.fl_str_mv Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
Comodificação toponímica e a cidade neoliberal: sobre a venda de direitos de nomeação (naming rights) das estações do metrô de São Paulo
title Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
spellingShingle Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
Jayo, Martin
Direitos de nomeação
Toponímia
Marketing urbano
Memória
Identidades
Naming rights
Toponymy
City marketing
Memory
Identities
title_short Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
title_full Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
title_fullStr Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
title_full_unstemmed Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
title_sort Toponymic commodification and the neoliberal city: on the sale of naming rights for São Paulo’s subway stations
author Jayo, Martin
author_facet Jayo, Martin
Tavares Lima, Adriana
author_role author
author2 Tavares Lima, Adriana
author2_role author
dc.contributor.author.fl_str_mv Jayo, Martin
Tavares Lima, Adriana
dc.subject.por.fl_str_mv Direitos de nomeação
Toponímia
Marketing urbano
Memória
Identidades
Naming rights
Toponymy
City marketing
Memory
Identities
topic Direitos de nomeação
Toponímia
Marketing urbano
Memória
Identidades
Naming rights
Toponymy
City marketing
Memory
Identities
description After being practiced for nearly three decades in the city of São Paulo for privately-owned venues such as cinemas, theaters and, more recently, sports stadiums, the sale of naming rights is being applied to state-owned spaces: in April 2020, the Companhia do Metropolitano de São Paulo (Cia. do Metrô) announced a plan to grant to private exploitation the right to name its stations. This article analyzes this plan, its premises and expectations. It concludes that, while a series of conflicts related to the memory of the city and its spatial landmarks have been identified by recent studies on toponymic commodification and suggested by the city’s antecedents on this matter, such conflicts do not seem to be considered in the plan’s agenda.
publishDate 2021
dc.date.none.fl_str_mv 2021-03-05
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.ufu.br/index.php/dominiosdelinguagem/article/view/57050
10.14393/DL46-v15n2a2021-4
url https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050
identifier_str_mv 10.14393/DL46-v15n2a2021-4
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/31079
https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/31080
https://seer.ufu.br/index.php/dominiosdelinguagem/article/view/57050/34641
dc.rights.driver.fl_str_mv Copyright (c) 2021 Martin Jayo, Adriana Tavares Lima
http://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Martin Jayo, Adriana Tavares Lima
http://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
text/xml
dc.publisher.none.fl_str_mv PP/UFU
publisher.none.fl_str_mv PP/UFU
dc.source.none.fl_str_mv Domínios de Lingu@gem; Vol. 15 No. 2 (2021): The quest for interdisciplinarity in the Brazilian Onomastics; 347-370
Domínios de Lingu@gem; Vol. 15 Núm. 2 (2021): A busca pela interdisciplinaridade na Onomástica brasileira; 347-370
Domínios de Lingu@gem; v. 15 n. 2 (2021): A busca pela interdisciplinaridade na Onomástica brasileira; 347-370
1980-5799
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