Talk analyzes Rio de Janeiro’s image change following Olympics

The presentation will analyze attempts to strategically rebrand Rio as a global tourism destination since the city was chosen by the International Olympic Committee to host the 2016 Summer Olympic Games
社会科学
04 九月 2019
Talk analyzes Rio de Janeiro’s image change following Olympics

On September 5, at 4 pm, the Laboratory for Sports Studies (LESP) at FGV´s School of Social Sciences (FGV CPDOC) will host a talk titled “From marvelous city to Olympic city: Rio de Janeiro’s image as a sporting and tourist destination,” featuring Maria Alice Nogueira. The event will take place in Auditorium 406 in FGV’s main building, at Praia de Botafogo, 190, Botafogo, Rio de Janeiro.

The term “marvelous city” was coined more than 80 years ago and it is still part of the national imagination when people refer to Rio de Janeiro. The presentation will analyze attempts to strategically rebrand Rio as a global tourism destination since the city was chosen by the International Olympic Committee to host the 2016 Summer Olympic Games.

To illustrate this Olympic shift and emphasize what authors call the “Olympic gaze,” Nogueira conducted a comparative analysis of posters exhibited by shipping companies and airlines between 1910 and 1970, which are on display at the National History Museum, and scenes from the Rio 2016 Opening Ceremony, from historical, marketing and communication angles.

Maria Alice Nogueira is a professor on the media studies course at Estácio de Sá University and she is doing a post-doctorate at FGV CPDOC.

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