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Identidade e imagem do Brasil nos Jogos Rio 2016: um estudo de caso em place branding
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Abstract(s)
Em um cenário global marcado pela intensificação da globalização e pela competição entre territórios por atenção, turismo, tecnologia e investimentos, o conceito de place branding surgiu como ferramenta estratégica para a promoção de cidades e países. Na era da comunicação em rede, eventos de grande escala como os Jogos Olímpicos tornaram-se plataformas ideais para construção e projeção de imagens. A partir disso, esta dissertação analisa as estratégias de place branding nos Jogos Rio 2016 com base no framework de Kavaratzis, que categoriza a comunicação em três dimensões: primária, secundária e terciária.
O estudo observa os megaeventos não apenas como impulsores econômicos, mas como espaços simbólicos que influenciam percepções globais. Para o Brasil, sediar os Jogos foi uma tentativa de reposicionamento internacional, alinhada à imagem de país alegre, acolhedor, diverso e moderno. No entanto, a narrativa criada enfrentou tensões e se distanciou dos desafios reais vividos no contexto.
A dissertação adota abordagem qualitativa e descritiva, com base em análise documental e discursiva de fontes secundárias, como campanhas, peças publicitárias, notícias e redes sociais. Os resultados mostram que, apesar do desempenho simbólico, as estratégias enfrentaram limitações práticas diante das tensões internas e do olhar externo. O caso Rio 2016 evidencia tanto o potencial quanto os limites do place branding em contextos globalizados.
In a global scenario marked by intensified globalization and competition among territories for greater attention, tourism, technology, and investment, the concept of place branding emerged as a strategic tool for the promotion of cities and countries. In the era of networked communication, large-scale events such as the Olympic Games have become ideal platforms for constructing and projecting the image of cities and nations. From this perspective, this dissertation analyzes the place branding strategies developed for the Rio 2016 Olympic Games, based on Kavaratzis’ framework, which categorizes communication into three dimensions: primary, secondary, and tertiary. The study analyzes mega-events not only as economic boosters but also as communication platforms that offer symbolic and narrative structures capable of influencing global perceptions about the host country. For Brazil, hosting the Olympic Games represented an attempt to reposition itself on the international stage, aligning with an image of a joyful, welcoming, culturally diverse, and modern nation. However, the study shows that this crafted narrative encountered tensions and diverged from the reality of the social, political, and economic challenges that marked the event. Methodologically, the dissertation adopts a qualitative and descriptive approach, based on documentary and discourse analysis of secondary sources, using institutional campaigns, advertising pieces, news articles, and excerpts from social media. This content was analyzed according to Kavaratzis’ model, examining the elements of communication to identify the strategies used by institutional messaging. The main findings of the study indicate that the strategies used to host the Rio 2016 Games had symbolic and strategic strength, but faced practical and discursive limitations when confronted with internal tensions and the gaze of the international media. The Rio 2016 experience illustrates both the potential and the limits of place branding, reinforcing the need for integrated and realistic strategies that consider the connected world we live in.
In a global scenario marked by intensified globalization and competition among territories for greater attention, tourism, technology, and investment, the concept of place branding emerged as a strategic tool for the promotion of cities and countries. In the era of networked communication, large-scale events such as the Olympic Games have become ideal platforms for constructing and projecting the image of cities and nations. From this perspective, this dissertation analyzes the place branding strategies developed for the Rio 2016 Olympic Games, based on Kavaratzis’ framework, which categorizes communication into three dimensions: primary, secondary, and tertiary. The study analyzes mega-events not only as economic boosters but also as communication platforms that offer symbolic and narrative structures capable of influencing global perceptions about the host country. For Brazil, hosting the Olympic Games represented an attempt to reposition itself on the international stage, aligning with an image of a joyful, welcoming, culturally diverse, and modern nation. However, the study shows that this crafted narrative encountered tensions and diverged from the reality of the social, political, and economic challenges that marked the event. Methodologically, the dissertation adopts a qualitative and descriptive approach, based on documentary and discourse analysis of secondary sources, using institutional campaigns, advertising pieces, news articles, and excerpts from social media. This content was analyzed according to Kavaratzis’ model, examining the elements of communication to identify the strategies used by institutional messaging. The main findings of the study indicate that the strategies used to host the Rio 2016 Games had symbolic and strategic strength, but faced practical and discursive limitations when confronted with internal tensions and the gaze of the international media. The Rio 2016 experience illustrates both the potential and the limits of place branding, reinforcing the need for integrated and realistic strategies that consider the connected world we live in.
Description
Keywords
Place Branding Megaeventos Olimpíadas Rio 2016 Marketing de Lugar Mega-Events Rio 2016 Olympics Place Marketing