Marca-território Brasil: um vetor de poder político para projeção comercial, cultural e política da nação

• Ano de defesa: 2013
• Autor(a) principal: Giannotti, Regina Helena
• Orientador(a): Pinheiro, Amálio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Marca-território; Vetor de poder; Processos identitários; Comunicação; Mestiçagem cultural
• Palavras-chave em Inglês: Nation-brand; Vector of power; Identity processes; Communication; Cultural miscegenation
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4510

This essay aims to study the nation-brand used by the Brazilian Federal Government in the commercial, political and cultural development of the country compared to others. At this point, one wonders whether the brand used by the government could be considered a vector of power and if it carries the set of meanings and feelings that the country has according to the objectives as proposed by DIVULG (agency that is responsible for the country image). The overall goal is to examine how a mixed culture as the Brazilian culture has been articulated internally and externally to renew the existing imagery of Brazil. As a research problem, it is proposed to investigate the reasons why the brazilian political institutions overlook the strength that has marked territory to develop their political strategies. It will aim to assess whether the specific goals established in the National Culture Plan, approved in December 2011 and published in June 2012, compared to the material used by the Foreign Ministry are able to promote the desired renewal. In order to understand the function of a nation brand, not just the marketing point of view, but associated with the public image and reputation, it has been used as a methodological basis authors that draw this parallel as Simon Anholt, Sheerman, Macrae, Parkinson, Leslie de Chernatony and Keith Dinnie. In order to understand the uniqueness of Brazil´s cultural point of view it was used authors such as Serge Gruzinski, Boaventura de Souza Santos and Jesus Martin- Barbero, as a methodological basis .The bias analysis in this dissertation is the political and economic features, as it allows to show how the State draws the nation-brand as a translational symbol and a meaning producer on a strategy to consolidate the public image, and as a vector of power in the XXI century . The same bias will also allow other approaches, for example, the culture. The intentions behind this vector of power are far beyond the simple concern to attract tourists. These intentions include the investors´s attractions, maintaining credibility, the indicators´s review measured by credit agencies, multilateral partnership increment, promotion and growth of trade in goods and services, and especially, cultural fostering. The States have invested a good deal of researches and energy to develop and design their countries in the complex context of international relations. From the methodological point of view, it was used literature review and a survey on specific materials, together with the federal government