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(e.lo) Força nas Canetas - Um plano de comunicação multimédia para um evento de desporto popular: A subida da rampa do Vale de Santo António
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Advisor(s)
Abstract(s)
(e.lo) força nas canetas é um plano de comunicação
multimédia para um evento de desporto popular que tem
lugar em Lisboa: a Subida da Rampa do Vale de Santo
António. Assume relevância o facto da sinergia de duas
associações terem feito renascer, em 2021, o evento
realizado entre 1941 e 1954.
O objetivo principal do projeto é preservar a memória
coletiva, fragmentada em recortes de jornais e em
memórias. A recolha de testemunhos, a captura de retratos,
de fotografias do evento em 2023 e 2024, a presença no
Instagram @1170.3xx, a construção do website
rampadovale.pt, a criação do cartaz e a exposição
multimédia que teve lugar na sede do Mirantense F.C., tudo
isto contribuiu para dar voz à memória coletiva do bairro,
mostrando como a Rampa transcendeu a dimensão
competitiva para se tornar um elemento central na
identidade local.
Com recurso a metodologia de investigação aplicada e
entrevistas, o projeto foi adquirindo robustez enquanto
estudo qualitativo e reforçou o papel do desporto popular na
vida das comunidades, consolidando a Rampa não apenas
como uma corrida de bicicletas, mas como um símbolo
vivo da resiliência, da identidade e da união do bairro. A
lição mais importante é que uma comunicação eficaz,
focada nas pessoas e na sua história, é a chave para
transformar um evento num legado duradouro.
(e.lo) força nas canetas é uma homenagem a estas
Coletividades que, ao longo dos anos, foram e continuam a
ser agregadoras de gentes das mais variadas faixas etárias,
das mais variadas origens.
Passado, presente e futuro.
(e.lo) força nas canetas" constitutes a multimedia communication strategy for a popular sports event held in Lisbon: the Subida da Rampa do Vale de Santo António. Of particular relevance is the fact that the synergy between two associations enabled the revival, in 2021, of an event originally organized between 1941 and 1954. The main objective of the project is to preserve collective memory, fragmented across newspaper clippings and personal recollections. The collection of testimonies, the capturing of portraits and photographs of the event in 2023 and 2024, the presence on Instagram @1170.3xx, the development of the website rampadovale.pt, the design of the poster, and the multimedia exhibition held at the headquarters of Mirantense F.C.—all of these contributed to giving voice to the neighborhood’s collective memory, demonstrating how the Rampa transcended its competitive dimension to become a central element of local identity. Through the use of applied research methodologies and interviews, the project gradually acquired robustness as a qualitative study and reinforced the role of popular sport in community life, consolidating the Rampa not merely as a bicycle race but as a living symbol of neighborhood resilience, identity, and cohesion. The most significant lesson to emerge is that effective communication - centered on people and their histories - constitutes the key to transforming an event into a lasting legacy. "(e.lo) força nas canetas" constitutes a tribute to the neighborhood associations that, over the years, have been - and continue to be - spaces of aggregation for people of diverse ages and backgrounds. It is simultaneously an evocation of the past, an affirmation of the present, and an investment in the future.
(e.lo) força nas canetas" constitutes a multimedia communication strategy for a popular sports event held in Lisbon: the Subida da Rampa do Vale de Santo António. Of particular relevance is the fact that the synergy between two associations enabled the revival, in 2021, of an event originally organized between 1941 and 1954. The main objective of the project is to preserve collective memory, fragmented across newspaper clippings and personal recollections. The collection of testimonies, the capturing of portraits and photographs of the event in 2023 and 2024, the presence on Instagram @1170.3xx, the development of the website rampadovale.pt, the design of the poster, and the multimedia exhibition held at the headquarters of Mirantense F.C.—all of these contributed to giving voice to the neighborhood’s collective memory, demonstrating how the Rampa transcended its competitive dimension to become a central element of local identity. Through the use of applied research methodologies and interviews, the project gradually acquired robustness as a qualitative study and reinforced the role of popular sport in community life, consolidating the Rampa not merely as a bicycle race but as a living symbol of neighborhood resilience, identity, and cohesion. The most significant lesson to emerge is that effective communication - centered on people and their histories - constitutes the key to transforming an event into a lasting legacy. "(e.lo) força nas canetas" constitutes a tribute to the neighborhood associations that, over the years, have been - and continue to be - spaces of aggregation for people of diverse ages and backgrounds. It is simultaneously an evocation of the past, an affirmation of the present, and an investment in the future.
Description
Keywords
Coletividades Arquivos digitais Comunicação Website Comunidade