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Advisor(s)
Abstract(s)
Com enfoque no conceito da estratégia de comunicação denominada nation branding, esse
estudo traz uma análise única e versátil sobre a campanha de candidatura da cidade do Rio de
Janeiro, para sediar os Jogos Olímpicos 2016. Partindo do conceito histórico de nacionalismo,
buscando a conceptuação do nation branding correlacionado com a estrutura que envolve a
realização de um megaevento, foram analisadas sentenças e representações simbólicas presentes
no material de candidatura, nomeadamente o Dossiê de Candidatura, o Código de Ética e
Conduta e o vídeo Unity de candidatura da cidade do Rio de Janeiro.
Através dos parâmetros criados com base na conceptuação de Nadia Kaneva (2011), Bernard
Simonin (2008) e Katz e Daniel Dayan (1994), conseguiu-se determinar que foi utilizada uma
estratégia de nation branding na campanha, assim como, traçar o perfil de imagem e identidade
projetada pelo material de comunicação da candidatura do Brasil aos Jogos Olímpicos.
Vimos, então, que a identidade que é relatada projeta o Brasil como um país tolerante que
respeita a diversidade e com um povo que celebra a vida com entusiasmo. Já a imagem, é focada
em validar a administração pública como fiável e eficiente. Conclui-se, assim, que a campanha
teve uma estratégia de nation branding, assim como, houve discrepância entre a imagem e a
identidade projetada.
Taking the concept of the communication strategy of nation branding as a starting point, this study brings a unique and versatile analysis on the candidacy campaign of the city of Rio de Janeiro, to host the 2016 Olympic Games. Starting with the historical concept of nationalism and seeking the meaning of nation branding, correlating it with the structure required to host an event of this proportion, sentences and symbolic representations present in the application material were analyzed, namely the Application Dossier, the Code of Ethics and Conduct and the video Unity of candidacy of the city of Rio de Janeiro. By means of parameters created based on the conception of Nadia Kaneva (2011), Bernard Simonin (2008) and Katz and Daniel Dayan (1994), it is possible to determine that a nation branding strategy was used in the campaign, and to outline the image and identity projected by the communicational strategy of Brazil's bid for the Olympic Games. When it comes to identity, it has been demonstrated that Brazil was reported as a tolerant country that respects diversity, with a people who celebrate life with enthusiasm. As for the image projected of the country, it focused on validating public administration as reliable and efficient. It is conclusive, therefore, that the campaign had a strategy of nation branding, just as there was a discrepancy between the image and the projected identity of the country.
Taking the concept of the communication strategy of nation branding as a starting point, this study brings a unique and versatile analysis on the candidacy campaign of the city of Rio de Janeiro, to host the 2016 Olympic Games. Starting with the historical concept of nationalism and seeking the meaning of nation branding, correlating it with the structure required to host an event of this proportion, sentences and symbolic representations present in the application material were analyzed, namely the Application Dossier, the Code of Ethics and Conduct and the video Unity of candidacy of the city of Rio de Janeiro. By means of parameters created based on the conception of Nadia Kaneva (2011), Bernard Simonin (2008) and Katz and Daniel Dayan (1994), it is possible to determine that a nation branding strategy was used in the campaign, and to outline the image and identity projected by the communicational strategy of Brazil's bid for the Olympic Games. When it comes to identity, it has been demonstrated that Brazil was reported as a tolerant country that respects diversity, with a people who celebrate life with enthusiasm. As for the image projected of the country, it focused on validating public administration as reliable and efficient. It is conclusive, therefore, that the campaign had a strategy of nation branding, just as there was a discrepancy between the image and the projected identity of the country.
Description
Keywords
Nacionalismo Nation branding Jogos Olímpicos 2016 Imagem nacional Identidade nacional Nationalism 2016 Olympic Games National image National identity