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Os megaeventos desportivos na perceção da comunidade local: o caso do Mundial de Futebol do Brasil de 2014 pelos moradores de Itaquera em São Paulo
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Abstract(s)
Hoje em dia, a cidade contemporânea está inserida num cenário mundial cada vez mais
influenciado pelo fenómeno da globalização, sendo caraterizada por uma crescente competição
urbana internacional. Deste modo, as cidades promovem consistentes transformações dos
próprios sistemas físicos, económicos e sociais, quer dizer da própria imagem. Trata-se de
mudanças que impõem um planeamento e grandes investimentos económicos. As recentes
proliferações de tais ocasiões extraordinárias de transformação urbana tornaram mais
evidentes as questões da sustentabilidade do desenvolvimento. Embora estas ações sejam
promovidas com o objetivo de melhoria da qualidade urbana e ambiental, bem como do
desenvolvimento económico e social, em muitos casos os êxitos ficam aquém das expetativas.
Frequentemente, as exigências de mercado ultrapassam os interesses locais, e os objetivos da
sustentabilidade ambiental e social correm o perigo de ficar num simples pretexto hipotético:
uma práxis sempre mais frequente também no âmbito dos megaeventos, cuja importância no
desenvolvimento das cidades cresceu de forma exponencial a partir dos anos ’90 do século
passado.
O trabalho aqui apresentado tem como campo de estudo o fenómeno dos megaeventos
desportivos, com ênfase nos Campeonatos do Mundo de Futebol, como instrumentos para a
criação de valor do território em termos de herança e de benefícios futuros a longo prazo. De
fato, na maior parte dos casos, estes megaeventos comportam investimentos consideráveis e
um envolvimento importante do tecido urbano das cidades anfitriãs; por este motivo as
problemáticas que caraterizam os megaeventos desportivos estão em estreita relação com os
processos de transformação da cidade. Na ótica do marketing territorial, os megaeventos
desportivos, nomeadamente os Campeonatos do Mundo de Futebol, são acontecimentos com
a capacidade de melhorar ou relançar a imagem do território, atrair fluxos turísticos, valorizar os
recursos e ativar processos de desenvolvimento.
Esta dissertação avalia os impactes socioterritoriais mais significativos que o
Campeonato do Mundo de Futebol de 2014 no Brasil contribuiu a desenvolver em termos de
turismo, emprego, requalificação urbana, benefícios socioeconómicos e culturais. Em
particular, analisaram-se as perceções dos moradores de Itaquera, distrito da Zona Leste de
São Paulo, relativamente às transformações do tecido urbano provocadas pela construção do
estádio de futebol “Arena Corinthians”, pela construção de novas infraestruturas, de áreas e
sistemas de mobilidade urbana, bem como a criação de novos empregos e as outras
mudanças no contexto socioterritorial desta região de São Paulo, após a realização do Mundial
de Futebol FIFA 2014.
The contemporary city is set in a world stage increasingly influenced by the phenomenon of globalization and characterized by a growing international urban competition. Thus, cities promote consistent transformations of their own physical, economic and social systems. These are changes that require planning and enormous economic investments. With the recent proliferation of such unusual opportunities for urban transformation became more evident the issues of the sustainability of the development. Although these actions are promoted in order to improve the urban and environmental quality, and economic and social development, in many cases the successe falls short of expectations. Often, market demands beyond the local interests and the objectives of environmental and social sustainability are in danger of getting a simple hypothetical pretext. It is an increasingly common practice also in the context of megaevents, which significance in the development of cities probably grew so exponential from the 1990s. The work presented here focuses on the phenomenon of sports mega-events (especially the Football World Championships) as engines that create value of the territory in terms of heritage and long-term future benefits. In fact, in most cases, these mega-events involve considerable investments and important involvement of host city urban landscape; for this reason the problems that characterize the sports mega-events are closely linked to the city's transformation processes. In the view of territorial marketing, sports mega-events, including the FIFA Football World Championships, are events with the ability to improve or boost the area's image, attract tourist flow, enhance the features and enable development processes. This dissertation evaluates the most significant socio-territorial impacts that the 2014 FIFA Football World Cup in Brazil had in development in fields such as tourism, employment, urban renewal, socioeconomic and cultural benefits. This essay analyzes in particular the perceptions of residents of Itaquera, East Side neighborhood of São Paulo, of the transformation of the urban landscape caused by the construction of the football stadium "Arena Corinthians”, the construction of new infrastructures, urban areas and systems of mobility, as well as impact it had on creating new jobs and other changes in social and territorial context of the region of Sao Paulo, after the Football World Cup 2014 FIFA.
The contemporary city is set in a world stage increasingly influenced by the phenomenon of globalization and characterized by a growing international urban competition. Thus, cities promote consistent transformations of their own physical, economic and social systems. These are changes that require planning and enormous economic investments. With the recent proliferation of such unusual opportunities for urban transformation became more evident the issues of the sustainability of the development. Although these actions are promoted in order to improve the urban and environmental quality, and economic and social development, in many cases the successe falls short of expectations. Often, market demands beyond the local interests and the objectives of environmental and social sustainability are in danger of getting a simple hypothetical pretext. It is an increasingly common practice also in the context of megaevents, which significance in the development of cities probably grew so exponential from the 1990s. The work presented here focuses on the phenomenon of sports mega-events (especially the Football World Championships) as engines that create value of the territory in terms of heritage and long-term future benefits. In fact, in most cases, these mega-events involve considerable investments and important involvement of host city urban landscape; for this reason the problems that characterize the sports mega-events are closely linked to the city's transformation processes. In the view of territorial marketing, sports mega-events, including the FIFA Football World Championships, are events with the ability to improve or boost the area's image, attract tourist flow, enhance the features and enable development processes. This dissertation evaluates the most significant socio-territorial impacts that the 2014 FIFA Football World Cup in Brazil had in development in fields such as tourism, employment, urban renewal, socioeconomic and cultural benefits. This essay analyzes in particular the perceptions of residents of Itaquera, East Side neighborhood of São Paulo, of the transformation of the urban landscape caused by the construction of the football stadium "Arena Corinthians”, the construction of new infrastructures, urban areas and systems of mobility, as well as impact it had on creating new jobs and other changes in social and territorial context of the region of Sao Paulo, after the Football World Cup 2014 FIFA.
Description
Keywords
Megaevento Turismo Legado Comunidade local Mundial de Futebol FIFA 2014 Megaevent Tourism Legacy Local community FIFA Football World Cup 2014