Abstract:Este trabalho analisa o discurso midiático relativo à Copa do Mundo no Brasil. Em uma revisão crítica acerca da constituição social dos "meios de comunicação de massa", discuto o processo pelo qual a mídia atua na sociedade, a partir da noção de "mediação". A partir de dados sobre a audiência e foco temático na televisão brasileira durante a Copa do Mundo de 1998, analiso o papel desempenhado pela mídia na construção social do interesse pela Copa do Mundo no Brasil. Sem pretender negar a legitimidade do intere… Show more
“…e commercial need established by the football spectacle development requires the newspaper to create mechanisms to involve the supporters in the consumerism governing contemporary sports practices. In this sense, the athlete as an individual highlight collaborates in identifying the persons that are passionate for the club 26 . Strengthening Ronaldo's positive image did not only mean comparing his achievements at that time with those in the past; but to also understanding the uniqueness of each fact in this neoliberal logic imposed by the commodi cation of sport, which takes advantage of the opportunities presented by the sports eld when developing their narratives.…”
This article's purpose is to analyze and discuss how the newspaper Folha de S.Paulo portrayed Ronaldo's image in articles published during the contest and after winning 2009 Brazil's Cup. Methodologically, this study is characterized as a historical research guided by the procedures of the history of the present time. The analysis material was constituted by the Folha de S.Paulo newspaper's sports section. We note that the paper elaborates its discourse through a protagonist role implicit in the athlete's history of achievements and failures, demonstrating Ronaldo as an established subject in the sports fi eld and associating his image to a model for social representation.
“…e commercial need established by the football spectacle development requires the newspaper to create mechanisms to involve the supporters in the consumerism governing contemporary sports practices. In this sense, the athlete as an individual highlight collaborates in identifying the persons that are passionate for the club 26 . Strengthening Ronaldo's positive image did not only mean comparing his achievements at that time with those in the past; but to also understanding the uniqueness of each fact in this neoliberal logic imposed by the commodi cation of sport, which takes advantage of the opportunities presented by the sports eld when developing their narratives.…”
This article's purpose is to analyze and discuss how the newspaper Folha de S.Paulo portrayed Ronaldo's image in articles published during the contest and after winning 2009 Brazil's Cup. Methodologically, this study is characterized as a historical research guided by the procedures of the history of the present time. The analysis material was constituted by the Folha de S.Paulo newspaper's sports section. We note that the paper elaborates its discourse through a protagonist role implicit in the athlete's history of achievements and failures, demonstrating Ronaldo as an established subject in the sports fi eld and associating his image to a model for social representation.
“…Na ocasião, um dos pesquisadores chegou a fazer gravações no Rio de Janeiro, mas infelizmente seus registros foram extraviados e não puderam ser incluídos no projeto. As etapas e desdobramentos deste projeto foram discutidos detalhadamente em outro artigo (Gastaldo, 2009). O vídeo Ritos da nação (2007) encontra-se disponível no YouTube.…”
Section: Notas Sobre Métodounclassified
“…Em outro artigo (Gastaldo, 2009) comentei alguns efeitos da realização de uma Copa do Mundo sobre a audiência midiática no Brasil. Toda vez que a seleção brasileira entra em campo em uma copa, ocorre uma extraordinária concentração de audiência, da ordem de 95% a 98% dos televisores ligados, permitindo uma estimativa da ordem de 100 a 120 milhões de telespectadores por jogo.…”
Section: Sobre O Fato Social Total Brasileirounclassified
“…O referencial teórico adotado é basicamente a literatura sobre os megaeventos (DACOSTA, 2008;MATIAS, 2008;BLACK, 2007;HORNE, 2007;RUBIO, 2007;RO-CHE, 2001) e estudiosos da sociologia e antropologia do esporte (DAMATTA, 1994;1982;GUEDES, 1998;GASTALDO, 2002GASTALDO, , 2009DAMO, 2006).…”
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