Rio e o país das maravilhas: uma análise do Brasil sustentável nas estratégias de comunicação dos Jogos Olímpicos de 2016
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Data
2020-03-18
Autores
Brondani, Roberta Ferreira
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Em 2016 os Jogos Olímpicos e Paralímpicos foram realizados no Brasil, o primeiro país da América do Sul a receber essas competições, as quais contaram com a participação de aproximadamente 15 mil atletas de mais de 200 países. O conceito de sustentabilidade foi muito utilizado na divulgação das Olimpíadas de 2016 como uma das maneiras de justificar o investimento que foi realizado, principalmente, ao afirmar que as benfeitorias ficariam como legado para a população, contribuindo para a inclusão social, o bem-estar e a qualidade de vida dos moradores da capital carioca e de todo o Brasil. Mesmo antes do início das competições já era possível notar que algumas das promessas ficariam apenas no papel, pois não puderam ser concluídas para a realização dos Jogos no país. O objetivo da pesquisa é analisar como a sustentabilidade foi utilizada pelo Comitê Olímpico Brasileiro, especificamente nos Jogos Olímpicos, em sua estratégia de comunicação, para transmitir a ideia de que os jogos seriam sustentáveis e deixariam um legado positivo para a população. Como metodologia foi utilizada uma pesquisa de campo nos locais onde ocorreram as competições e a Análise de Conteúdo das matérias publicadas no site oficial dos Jogos Olímpicos Rio 2016 por meio do Portal Abraça Sustentabilidade e da transmissão televisiva da Cerimônia de Abertura dos Jogos Olímpicos realizada pela emissora Rede Globo.
In 2016, the Olympic and Paralympic Games were held in Brazil, the first country in South Amer-ica to host these competitions, which were attended by approximately 15,000 athletes from more than 200 countries. The concept of sustainability was widely used in the disclosure of the 2016 Olympics as one of the ways to justify the investment that was made, mainly, by stating that the improvements would remain a legacy for the population, contributing to social inclusion, well-being and the quality of life of residents of the capital of Rio de Janeiro and of all of Brazil. Even before the start of the competitions, it was already possible to notice that some of the promises would remain only on paper, as they could not be concluded for the Games in the country. The objective of the research is to analyze how sustainability was used by the Brazilian Olympic Committee, specifically at the Olympic Games, in its communication strategy, to convey the idea that the games would be sustainable and leave a positive legacy for the population. As a method-ology, a field research was used in the places where the competitions took place and the Content Analysis of the articles published on the official website of the Rio 2016 Olympic Games through the Abraça Sustentabilidade Portal and the television broadcast of the Opening Ceremony of the Olympic Games held by the broadcaster Rede Globo.
In 2016, the Olympic and Paralympic Games were held in Brazil, the first country in South Amer-ica to host these competitions, which were attended by approximately 15,000 athletes from more than 200 countries. The concept of sustainability was widely used in the disclosure of the 2016 Olympics as one of the ways to justify the investment that was made, mainly, by stating that the improvements would remain a legacy for the population, contributing to social inclusion, well-being and the quality of life of residents of the capital of Rio de Janeiro and of all of Brazil. Even before the start of the competitions, it was already possible to notice that some of the promises would remain only on paper, as they could not be concluded for the Games in the country. The objective of the research is to analyze how sustainability was used by the Brazilian Olympic Committee, specifically at the Olympic Games, in its communication strategy, to convey the idea that the games would be sustainable and leave a positive legacy for the population. As a method-ology, a field research was used in the places where the competitions took place and the Content Analysis of the articles published on the official website of the Rio 2016 Olympic Games through the Abraça Sustentabilidade Portal and the television broadcast of the Opening Ceremony of the Olympic Games held by the broadcaster Rede Globo.
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Palavras-chave
Comunicação, Comitê Olímpico Brasileiro, Legado, Sustentabilidade, Communication, Brazilian Olympic Committee, Legacy, Sustainability