Brasil: da identidade à marca

Throughout our history, the idea of Brazil has been the subject of several elaborations, in general combining political and aesthetic aspects. However, at the turn of the third mil- lennium this process has taken a new shape. Appropriations and reworkings of the idea of Brazil multiplied. The initia...

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Autor principal:	Maria Celeste Mira
Formato:	article
Lenguaje:	PT
Publicado:	Universidade do Vale do Rio dos Sinos (UNISINOS) 2014
Materias:	brazil national identity cultural diversity brand Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/74ba7b1e8c55436985293546b350125b
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id	oai:doaj.org-article:74ba7b1e8c55436985293546b350125b
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spelling	oai:doaj.org-article:74ba7b1e8c55436985293546b350125b2021-11-11T15:41:59ZBrasil: da identidade à marca2177-6229https://doaj.org/article/74ba7b1e8c55436985293546b350125b2014-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=93831121002https://doaj.org/toc/2177-6229Throughout our history, the idea of Brazil has been the subject of several elaborations, in general combining political and aesthetic aspects. However, at the turn of the third mil- lennium this process has taken a new shape. Appropriations and reworkings of the idea of Brazil multiplied. The initiatives were everywhere, reaching different sectors of cultural and artistic production, the media and especially the market. The objective of this paper is to present the results of a documentary research project on the topic conducted in the course of the 2000s, which indicate two basic changes in comparison to the movements in the 20 th century: the displacement of political interest to marketing, as well as of the emphasis on national identity to cultural diversity. In conclusion, we discuss the implica- tions of the slide of identity construction from the sphere of politics to consumption.Maria Celeste MiraUniversidade do Vale do Rio dos Sinos (UNISINOS)articlebrazilnational identitycultural diversitybrandSocial SciencesHSocial sciences (General)H1-99PTCiências Sociais Unisinos, Vol 50, Iss 1, Pp 3-13 (2014)
institution	DOAJ
collection	DOAJ
language	PT
topic	brazil national identity cultural diversity brand Social Sciences H Social sciences (General) H1-99
spellingShingle	brazil national identity cultural diversity brand Social Sciences H Social sciences (General) H1-99 Maria Celeste Mira Brasil: da identidade à marca
description	Throughout our history, the idea of Brazil has been the subject of several elaborations, in general combining political and aesthetic aspects. However, at the turn of the third mil- lennium this process has taken a new shape. Appropriations and reworkings of the idea of Brazil multiplied. The initiatives were everywhere, reaching different sectors of cultural and artistic production, the media and especially the market. The objective of this paper is to present the results of a documentary research project on the topic conducted in the course of the 2000s, which indicate two basic changes in comparison to the movements in the 20 th century: the displacement of political interest to marketing, as well as of the emphasis on national identity to cultural diversity. In conclusion, we discuss the implica- tions of the slide of identity construction from the sphere of politics to consumption.
format	article
author	Maria Celeste Mira
author_facet	Maria Celeste Mira
author_sort	Maria Celeste Mira
title	Brasil: da identidade à marca
title_short	Brasil: da identidade à marca
title_full	Brasil: da identidade à marca
title_fullStr	Brasil: da identidade à marca
title_full_unstemmed	Brasil: da identidade à marca
title_sort	brasil: da identidade à marca
publisher	Universidade do Vale do Rio dos Sinos (UNISINOS)
publishDate	2014
url	https://doaj.org/article/74ba7b1e8c55436985293546b350125b
work_keys_str_mv	AT mariacelestemira brasildaidentidadeamarca
_version_	1718434154184441856

Brasil: da identidade à marca

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