DOCSLIB.ORG

Cultural Differences and Its Effects Over the Marketing Strategy of Football Clubs: Case Studies of FC Bayern Munich (Germany) and C.R

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Cultural Differences and Its Effects Over the Marketing Strategy of Football Clubs: Case Studies of FC Bayern Munich (Germany) and C.R UNIVERSIDADE FEDERAL DO RIO DE JANEIRO INSTITUTO COPPEAD DE ADMINISTRAÇÃO RAFAEL GONÇALVES DE CARVALHO Cultural differences and its effects over the marketing strategy of football clubs: case studies of FC Bayern Munich (Germany) and C.R. Flamengo (Brazil) Rio de Janeiro 2015 RAFAEL GONÇALVES DE CARVALHO Cultural differences and its effects over the marketing strategy of football clubs: case studies of FC Bayern Munich (Germany) and C.R. Flamengo (Brazil) Master’s dissertation presented to the program of post-graduation in Business and Administration of Instituto Coppead de Administração, Universidade Federal do Rio de Janeiro, as part of the mandatory requirements in order to obtain the title of Master in Business and Administration (M.Sc.). Mentor: Prof. Luis Antônio da Rocha Dib, Ph.D. Rio de Janeiro 2015 C331c Carvalho, Rafael Gonçalves de Cultural differences and its effects over the marketing strategy of football clubs: case study of FC Bayern Munich (Germany) and C.R. Flamengo (Brazil) / Rafael Gonçalves de Carvalho. -- Rio de Janeiro, 2015. 310 s. Mentor: Luis Antônio da Rocha Dib. Dissertation (Master in Business and Administration) - Federal University of Rio de Janeiro, COPPEAD Graduate Business School, 2015. 1. Marketing Strategy. 2. Cultural Differences. 3. Sports Marketing. 4. Football Industry. I. da Rocha Dib, Luis Antônio, Mentor. II. Title. RAFAEL GONÇALVES DE CARVALHO Cultural differences and its effects over the marketing strategy of football clubs: case studies of FC Bayern Munich (Germany) and C.R. Flamengo (Brazil) Master’s dissertation presented to the program of post-graduation in Business and Administration of Instituto Coppead de Administração, Universidade Federal do Rio de Janeiro, as part of the mandatory requirements in order to obtain the title of Master in Business and Administration (M.Sc.). _________________________________________________________________ Luis Antônio da Rocha Dib, Ph.D (COPPEAD/UFRJ) - Mentor _________________________________________________________________ Marcos Cohen, Ph.D (IAG/PUC-RJ) _________________________________________________________________ Adriana Hilal, Ph.D (COPPEAD/UFRJ) _________________________________________________________________ Ariane Roder, Ph.D (COPPEAD/UFRJ) First and foremost it is necessary to highlight what the conclusion of this Master means to my life and career. Until 2012 I was a young layer, in one of the biggest firms of Brazil and with a promising future ahead. But something was missing. I was not passionate about what I was doing. After a lot of thinking and support from those who matter the most to me, I decided to change. To pursue my passion, this is sport. I am naturally a creative and business oriented person, becoming sports marketing the perfect fit for me. However sure about what I wanted to do I was not sure how get ready for it. Then, COPPEAD MBA was presented to me. A full- time MBA was not on my plans, as well as stay out of the market for a couple years, take a few step backs on my career and personal development, giving up of wage and much more. At the end, this was the best I could have ever done. In over 2 years of COPPEAD I learned more than on the previous 10 of my career. Professors, courses and classmates are amazing, in a level that I am still constantly impressed. I became a better professional, a better student, a better business leader and a better human being. Several challenges came along the way until this dissertation, which I loved to do. Thanks to COPPEAD family and those who supported me on this journey. Now I am passionate about what I do and how I do it. Although, I am not satisfied and probably will never be. My ambitions are very high and not one day goes by without setting new goals and doing something to become better. I believe there are things in life that you cannot fake, you cannot purchase, create or invent. You have it or you don’t. I truly believe that I do have what it takes to achieve my goals: ambition, courage, leadership and a nonstop willing to learn. And on top of all, I do have a star, and this somehow will never change because I must have done something right. Especially on the last couple of years I made certain decisions that took me to this moment - some bad choices, but also a few good ones. I don’t believe in luck or coincidences, I believe in hard work, competence and opportunities. My quest is just beginning. "No matter whom you are, no matter what social position in life you have, from the highest to the lowest. Always have as target lots of strength, lots of determination. And always do everything with a lot of love and faith, that one day you will get there. Somehow you will get there." Ayrton Senna ABSTRACT Carvalho, Rafael Gonçalves de. Cultural differences and its effects over the marketing strategy of football clubs: case studies of FC Bayern Munich (Germany) and C.R. Flamengo (Brazil). 2015. 310 p. Dissertation (Master in Business and Administration) – Universidade Federal do Rio de Janeiro – Instituto COPPEAD de Administração, Rio de Janeiro, 2015. Mentor, Luis Antônio da Rocha Dib, Ph.D. The present dissertation purpose is to analyze the marketing strategy adopted by the football clubs in Brazil, compare it to best practices and understand how cultural aspects interfere in business and marketing. Brazil and Germany are nations where football is not only the number one sport, but also true passions. While German football is considered as the best success case, the challenge in Brazil is to understand where football stands and why it struggles so hard in transforming such passion into a profitable and sustainable business. Almost the entire populations either are a declared fan or follow football in those countries. In Brazil, regardless of the potential, it turns out not to be a profitable business for the main actors of this industry: the clubs. The reality of German football is presented as an example of sustainable business for clubs. The enforcement of better practices of management and marketing in this industry is seen as a game changer for the upkeep of Brazilian clubs. It is necessary, however, to take the cultural differences in consideration and develop an approach based on the adaptation of the strategies successfully developed in Germany so that Brazilian clubs can perform better, on and outside of the pitch. Brazilian football industry is full of cultural traits that restrain the development of the business. Basic management concepts are not followed and those who attempt to break the mold find many difficulties along the way. Even the relations with the main stakeholders are shaped not by business interest, but through cultural relation characteristics. This dissertation addresses traditional strategy and management concepts, together with sports marketing and the football industry to analyze the practices in Germany and Brazil, and how the cultural aspects in those two nations affect the overall marketing strategy of football clubs. It is presented that regardless of the strong differences between the societies, industry and actors, there are several opportunities for the exchange of good practices and improvement in performance. The cases analyzed revealed some similarities and several differences, for which a closer look at the other’s practices and results, simultaneously to an adaptation for the local culture, can generate enormous benefit. It is revealed that for Brazilian clubs the biggest challenge is to step away from cultural characteristic rooted on the society and on the institutions and make move towards a business oriented administration. There is no reason a Brazilian club have to do worst job internally than a club from somewhere else, even if the structure it’s against you. Is a process of change that has to start from within and is clear that is possible to have a professional successful football club in Brazil. Key words: Marketing Strategy; Cultural Differences; Sports Marketing; Marketing Football Clubs; Brazilian Football Industry; Cultural Adaptation; Multiple Case Study; C.R. Flamengo; FC Bayern Munich. RESUMO Carvalho, Rafael Gonçalves de. Diferenças culturais e seus efeitos sobre a estratégia de marketing de clubes de futebol: estudos de caso do FC Bayern de Munique (Alemanha) e do C.R. do Flamengo (Brasil). 2015. 310 f. Dissertação (Mestrado em Administração) – Universidade Federal do Rio de Janeiro – Instituto COPPEAD de Administração, Rio de Janeiro, 2015. Orientador, Luis Antônio da Rocha Dib, Ph.D. A presente dissertação propõe-se a analisar a estratégia de marketing adotada por clubes de futebol no Brasil, compará-las às melhores práticas do mercado e entender como aspectos culturais interferem nos negócios e no marketing. Brasil e Alemanha são nações onde o futebol além de ser o esporte número um, também é uma verdadeira paixão. Enquanto o futebol alemão é considerado como o maior caso de sucesso do mundo, no Brasil o desafio é entender o atual cenário e os motivos pelos quais existem enormes dificuldades para transformar esta paixão em um negócio lucrativo e sustentável. Em ambos países praticamente o total da população ou é fã declarado ou acompanha futebol. No Brasil, a despeito do potencial, a indústria é deficitária para seus maiores atores: os clubes de futebol. A realidade do futebol alemão é apresentada como exemplo de negócio sustentável para os clubes. O profissionalismo, com a aplicação de melhores práticas gerenciais e de marketing nesta indústria, é visto como uma ferramenta necessária para a mudança de realidade e até mesmo para a sobrevivência dos clubes brasileiros. É preciso, contudo, levar em consideração as diferenças culturais existentes. Somente então será possível desenvolver uma ação baseada na adaptação de estratégias bem sucedidas na Alemanha, que auxilie os clubes brasileiros a obter melhor rendimento dentro e fora do campo. A indústria do futebol brasileiro está repleta de traços culturais que impedem o desenvolvimento do negócio.
Load more

Recommended publications
  • Revelan Nómina De Futbolistas Brasileños a Olimpiadas De Beijing
    Image not found or type unknown www.juventudrebelde.cu Revelan nómina de futbolistas brasileños a Olimpiadas de Beijing Para buscar el añorado título olímpico, el técnico Carlos Dunga llevará a tres atletas con más de 23 años: Ronaldinho Gaúcho,Thiago Silva y Robinho Publicado: Miércoles 09 julio 2008 | 12:00:35 am. Publicado por: Juventud Rebelde Alexandre Pato, la nueva estrella del fútbol brasileño. Foto: FIFA Con un equipo compacto, Brasil espera ganar en los Juegos Olímpicos de Beijing el único título futbolístico que falta en sus vitrinas. Este martes, el técnico Carlos Dunga reveló los nombres de los jugadores que viajarán a la capital china, después de conocer que el mediocampista Kaká, el mejor futbolista del mundo en 2007, no fue liberado por su club, Milán AC. Así, el entrenador optó por llevar a tres atletas con más de 23 años: Ronaldinho Gaúcho (Barcelona), Thiago Silva (Fluminense) y Robinho (Real Madrid). El resto de los convocados son los porteros Renan (Inter) y Diego Alves (Almería); los defensores Alex Silva (Sao Paulo) y Breno (Bayern de Münich); los laterales Ilsinho (Shakhtar Donetsk), Rafinha (Schalke 04) y Marcelo (Real Madrid); los volantes de contención Lucas (Liverpool), Anderson (Manchester United) y Hernanes (Sao Paulo); los mediocampistas Thiago Neves (Fluminense) y Diego (Werder Bremen); y los atacantes Alexandre Pato (Milán), Rafael Sobis (Betis) y Jó (Manchester City). Además, Dunga auguró que Ronaldinho será la estrella en los Juegos Olímpicos de Beijing, y desestimó las críticas que pesan contra el jugador debido a su exceso de peso. «Tiene solo algunos kilos de más y los quemará rápidamente», dijo.
    [Show full text]
  • Television Academy Awards
    2019 Primetime Emmy® Awards Ballot Outstanding Comedy Series A.P. Bio Abby's After Life American Housewife American Vandal Arrested Development Atypical Ballers Barry Better Things The Big Bang Theory The Bisexual Black Monday black-ish Bless This Mess Boomerang Broad City Brockmire Brooklyn Nine-Nine Camping Casual Catastrophe Champaign ILL Cobra Kai The Conners The Cool Kids Corporate Crashing Crazy Ex-Girlfriend Dead To Me Detroiters Easy Fam Fleabag Forever Fresh Off The Boat Friends From College Future Man Get Shorty GLOW The Goldbergs The Good Place Grace And Frankie grown-ish The Guest Book Happy! High Maintenance Huge In France I’m Sorry Insatiable Insecure It's Always Sunny in Philadelphia Jane The Virgin Kidding The Kids Are Alright The Kominsky Method Last Man Standing The Last O.G. Life In Pieces Loudermilk Lunatics Man With A Plan The Marvelous Mrs. Maisel Modern Family Mom Mr Inbetween Murphy Brown The Neighborhood No Activity Now Apocalypse On My Block One Day At A Time The Other Two PEN15 Queen America Ramy The Ranch Rel Russian Doll Sally4Ever Santa Clarita Diet Schitt's Creek Schooled Shameless She's Gotta Have It Shrill Sideswiped Single Parents SMILF Speechless Splitting Up Together Stan Against Evil Superstore Tacoma FD The Tick Trial & Error Turn Up Charlie Unbreakable Kimmy Schmidt Veep Vida Wayne Weird City What We Do in the Shadows Will & Grace You Me Her You're the Worst Young Sheldon Younger End of Category Outstanding Drama Series The Affair All American American Gods American Horror Story: Apocalypse American Soul Arrow Berlin Station Better Call Saul Billions Black Lightning Black Summer The Blacklist Blindspot Blue Bloods Bodyguard The Bold Type Bosch Bull Chambers Charmed The Chi Chicago Fire Chicago Med Chicago P.D.
    [Show full text]
  • 0008657-88.2021.8.19.0001 Decisão Atuo Na Qualidade De Juiz Tabelar, Em Razão Da Suspeição Declarada Pelo Juiz Titular Da 36
    Processo nº: 0008657-88.2021.8.19.0001 Tipo do Movimento: Decisão Descrição: Atuo na qualidade de juiz tabelar, em razão da suspeição declarada pelo juiz titular da 36ª Vara Criminal. Trata-se de denúncia ofertada pelo Ministério Público do Estado do Rio de Janeiro em face de ANTONIO MARCIO MONGELLI GAROTTI, CARLOS RENATO MAMEDE NOVAL, CLAUDIA PEREIRA RODRIGUES, DANILO DA SILVA DUARTE, EDSON COLMAN DA SILVA, EDUARDO CARVALHO BANDEIRA DE MELLO, FABIO HILARIO DA SILVA, LUIZ FELIPE ALMEIDA PONDÉ, MARCELO MAIA DE SÁ, MARCUS VINICIUS MEDEIROS e WESLLEY GIMENES imputando-lhes a prática da conduta tipificada no artigo 250, §2º, c/c artigo 258 (ref. artigo 121, §3º, por dez vezes, e artigo 129, por três vezes, na forma do artigo 70), todos do Código Penal, narrando as alegações contidas na petição inicial acostada às fls. 03/64, que veio instruída pelos autos de Inquérito Policial nº 00897/2019 - 42ª DP, acostado às fls. 70/3856. Recebimento da denúncia pelo magistrado titular da 36ª Vara Criminal à fl. 3858. Citados regularmente todos os acusados. Resposta à acusação em favor de EDSON COLMAN DA SILVA às fls. 3913/3952, com juntada de documentos às fls. 3953/3970. Resposta à acusação em favor de MARCELO MAIA DE SÁ às fls. 4068/4101, com juntada de documentos às fls. 4102/4117. Resposta à acusação em favor de LUIZ FELIPE ALMEIDA PONDÉ às fls. 4124/4165, com juntada de documentos às fls. 4166/4171. Resposta à acusação em favor de ANTONIO MARCIO MONGELLI GAROTTI às fls. 4173/4238. Resposta à acusação em favor de EDUARDO CARVALHO BANDEIRA DE MELLO às fls.
    [Show full text]
  • Dissertação Com Anexo
    UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL ESCOLA DE EDUCAÇÃO FÍSICA PROGRAMA DE PÓS-GRADUAÇÃO EM CIÊNCIAS DO MOVIMENTO HUMANO PLACAR E A PRODUÇÃO DE UMA REPRESENTAÇÃO DE FUTEBOL MODERNO Renato Machado Saldanha Porto Alegre 2009 Renato Machado Saldanha PLACAR E A PRODUÇÃO DE UMA REPRESENTAÇÃO DE FUTEBOL MODERNO Dissertação apresentada ao Programa de Pós- Graduação em Ciências do Movimento Humano da Escola de Educação Física da Universidade Federal do Rio Grande do Sul, para obtenção do título de Mestre em Ciências do Movimento Humano Orientadora: Profa. Dra. Silvana Vilodre Goellner Porto Alegre 2009 Agradecimentos: À minha família, meus avôs, pais, irmãos e sobrinho, que apesar da distância sempre estiveram comigo. À Cristina, pela paciência e compreensão com meu “azedume dissertativo”, pelo apoio incondicional, e por todo amor compartilhado. Ao “seu” Pablo e “dona” Dolores, pelas atenciosas encomendas de além-mar. À minha família gaúcha, Malú, Karine e Fernanda. Pela acolhida calorosa em terras tão frias, pelo curso de imersão no universo feminino, e por outros tantas coisas divididas; À Sandra, pelo muito que me ensinou, e por seu companheirismo e amizade; A todos do Ceme/Grecco, pela convivência e risadas; Aos professores e colegas do PPGCMH, pelas ricas conversas e idéias partilhadas. Aos professores Vicente Molina, Arlei Damo e Sílvio Ricardo, por aceitarem o convite para participar da banca examinadora e por suas valiosas contribuições. Aos funcionários do PPGCMH, pelos incontáveis “galhos quebrados”. À minha orientadora Silvana, por todo o carinho e confiança que sempre depositou em mim. Aos professores, funcionários e alunos do Colégio Estadual Álvaro Braga, onde eu mais aprendo do que ensino.
    [Show full text]
  • João Carlos Santos Da Silva (Depoimento, 2012)
    FUNDAÇÃO GETULIO VARGAS CENTRO DE PESQUISA E DOCUMENTAÇÃO DE HISTÓRIA CONTEPORÂNEA DO BRASIL (CPDOC) Proibida a publicação no todo ou em parte; permitida a citação. A citação deve ser fiel à gravação, com indicação de fonte conforme abaixo. SILVA, João Carlos Santos da. João Carlos Santos da Silva (depoimento, 2012). Rio de Janeiro, CPDOC/Fundação Getulio Vargas (FGV), (2h 10min). Esta entrevista foi realizada na vigência do convênio entre FUNDAÇÃO GETULIO VARGAS (FGV). É obrigatório o crédito às instituições mencionadas. João Carlos Santos da Silva (depoimento, 2012) Rio de Janeiro 2020 Ficha Técnica Tipo de entrevista: História de vida Entrevistador(es): Bernardo Buarque de Hollanda; Jimmy Medeiros; Rosana da Câmara Teixeira; Técnico de gravação: Ítalo Rocha Viana; Local: Rio de Janeiro - RJ - Brasil; Data: 13/12/2012 Duração: 2h 10min Arquivo digital - áudio: 3; Arquivo digital - vídeo: 3; MiniDV: 3; Entrevista realizada no contexto do projeto pessoal do pesquisador Bernardo Buarque de Hollanda intitulado "Torcidas organizadas: criando fontes", que tem como objetivo constituir um banco de entrevistas de história oral acerca das torcidas organizadas nos âmbitos nacional e internacional. Temas: Club de Regatas Vasco da Gama; Clube de Regatas do Flamengo ; Esportes; Estádio Jornalista Mário Filho (Maracanã); Eventos e comemorações esportivas; Imprensa; Mulher; Política; Rio de Janeiro (cidade); Torcidas de futebol; Sumário Entrevista: 13/12/2012 A infância no Rio de Janeiro; o contato com o Maracanã desde a infância; o primeiro contato
    [Show full text]
  • Sample Chapter
    Chapter Three Money for Nothing Europe had a tightly regulated broadcast spectrum, no cable penetration and satellite dishes were considered a blight on the cultural landscape. There was very little marketing outside the mainstream channels. And then came MTV Europe. It is fair to say that true consumer engagement for youth brands began with MTV. —Matthew Freud, Chairman, freud communications TV Europe was an experiment. No one would know whether M the concept of a single channel broadcasting across Europe was viable until we went out and tried to sell advertising. There were people at Viacom in New York who argued that it would be considerably less expensive to simply direct the American feed to Europe rather than funding a new channel. So I was aware that we had an undetermined but limited timeframe in which to prove we could be profitable. The clock was running. I had no choice but to rely on my time management lesson: Prioritize! My first day on the job had been about securing distribution. My second day was about generating revenue. That second morning, Frank Brown and I made a presentation to Columbia Studios. HBO hadn’t run commercials, so I’d had no experience selling advertising. But as always, when making a sales pitch I tried to be enthusiastic, compelling, and convincing—even if I wasn’t completely certain what I was trying to 67 CH003 29 March 2011; 10:4:23 68 WHATMAKESBUSINESSROCK convince Columbia to do. On occasion, it’s possible to make up in enthusiasm and confidence what you lack in specific knowledge.
    [Show full text]
  • Sammy Figueroa Full
    Sammy Figueroa has long been regarded as one of the world’s great musicians. As a much-admired percussionist he provided the rhythmical framework for hundreds of hits and countless recordings. Well-known for his versatility and professionalism, he is equally comfortable in a multitude of styles, from R & B to rock to pop to electronic to bebop to Latin to Brazilian to New Age. But Sammy is much more than a mere accompanist: when Sammy plays percussion he tells a story, taking the listener on a journey, and amazing audiences with both his flamboyant technique and his subtle nuance and phrasing. Sammy Figueroa is now considered to be the most likely candidate to inherit the mantles of Mongo Santamaria and Ray Barretto as one of the world’s great congueros. Sammy Figueroa was born in the Bronx, New York, the son of the well-known romantic singer Charlie Figueroa. His first professional experience came at the age of 18, while attending the University of Puerto Rico, with the band of bassist Bobby Valentin. During this time he co-founded the innovative Brazilian/Latin group Raices, which broke ground for many of today’s fusion bands. Raices was signed to a contract with Atlantic Records and Sammy returned to New York, where he was discovered by the great flautist Herbie Mann. Sammy immediately became one of the music world’s hottest players and within a year he had appeared with John McLaughlin, the Brecker Brothers and many of the world’s most famous pop artists. Since then, in a career spanning over thirty years, Sammy has played with a
    [Show full text]
  • The Bible: I Thessalonians 5: 16-17), and the Sooner We Do It, the Better
    www.kiltarlityandkirkhill.org.uk Kiltarlity and Wardlaw Churches FROM THE INTERIM MODERATOR Dear friends, “Hurry up please it’s time.” I’m not in pubs as often as some but I’ve actually never heard that line. I’ve heard bells go, and barmen saying “Time, gentlemen and ladies,” but not precisely “Hurry up please it’s time” – a line in a poem by T.S. Eliot, “The Wasteland.” The question which lingers in the poem is whether time means anything to us. “The days are getting shorter.” “This year has rushed past.” “They’re growing up before our eyes.” “You blink and you miss it.” “I’ll be glad when this year is over.” All these sorts of phrases tumble out, but T. S. Eliot was asking, how might we better measure out our days ? What might we use our time for ? In one perspective we are but an indistinguishable flash against a backdrop of almost unimaginable billions of years. In another, however, the perspective which we work with is this hour or this day – and if we stop to think about it, what are we doing with this time that is ours ? I don’t want to plunge anyone into despair – though T.S. Eliot’s poem, written in 1922, was not full of hope – but rather to reflect that every new day is a gift to us ! That requires a bit of directed work on our part. Not only can we get up on the wrong side of the bed, so to speak, but we do allow ourselves sometimes to go through days, even months and years, rather more full of complaints and cynicism and dark thoughts than with thankfulness in our hearts.
    [Show full text]
  • The Times-Picayune New Orleans, Louisiana 6 October 2016
    U.S.-Cuba Trade and Economic Council, Inc. New York, New York Telephone (917) 453-6726 • E-mail: [email protected] Internet: http://www.cubatrade.org • Twitter: @CubaCouncil Facebook: www.facebook.com/uscubatradeandeconomiccouncil LinkedIn: www.linkedin.com/company/u-s--cuba-trade-and-economic-council-inc- The Times-Picayune New Orleans, Louisiana 6 October 2016 Louisiana delegation talks cruise ships in Cuba, TV station reports Louisiana and Cuba are anxious to have a New Orleans-to-Havana cruise route if the U.S. relaxes its tourism restrictions on the country. (Port of New Orleans) By Julia O'Donoghue, NOLA.com | The Times-Picayune The sought-after New Orleans-Cuba cruise route was a topic of discussion during Gov. John Bel Edwards' visit to the Caribbean country this week, according to a report from WAFB, a Baton Rouge television station traveling with the governor. On Wednesday (Oct. 5) Edwards visited the Port of Havana, which Cuba hopes to turn into a cruise ship hub if American restrictions on travel to the country are relaxed. Officials from the Port of New Orleans are traveling with the governor and see Cuba's interest in American cruises as an opportunity for local business. New Orleans would be a good place for cruise ships headed to Havana to dock -- and Cuba cruises could bring some more tourism dollars to south Louisiana, too, if they started at the city's port, according to New Orleans port officials. "We think people will be willing to come to New Orleans and take a cruise to Havana so that will in fact improve our cruise opportunities," Mike Landry, vice president of the Port of New Orleans, told WAFB in Cuba Wednesday.
    [Show full text]
  • MTV's Jersey Shore
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by DigitalCommons@Pace Pace University DigitalCommons@Pace Honors College Theses Pforzheimer Honors College 5-1-2012 MTV’s Jersey Shore: An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood Brooke Swift Pforzheimer Honors College Follow this and additional works at: http://digitalcommons.pace.edu/honorscollege_theses Part of the Communication Commons, and the Television Commons Recommended Citation Swift, Brooke, "MTV’s Jersey Shore: An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood" (2012). Honors College Theses. Paper 105. http://digitalcommons.pace.edu/honorscollege_theses/105 This Thesis is brought to you for free and open access by the Pforzheimer Honors College at DigitalCommons@Pace. It has been accepted for inclusion in Honors College Theses by an authorized administrator of DigitalCommons@Pace. For more information, please contact [email protected]. MTV’s Jersey Shore : An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood May 2012 Major: Communication Minor: English Professor Zaslow Dyson College of Arts and Science 1 MTV’s Jersey Shore : An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood Brooke Swift Spring 2012 Advisor: Professor Zaslow Dyson College of Arts and Sciences 2 Abstract Throughout the history of research in the media much has been said about the connection to social learning through television. With the rise of popular genre reality television, my findings proved a lack of previous research on reality television. By using Gerbners’ cultivation theory and my own textual analysis of MTV’s Jersey Shore season five, the following research provides direct messages from the show about gender norms, heteronormative relationships and women in the male gaze.
    [Show full text]
  • Pequeno Esboço Para Uma História Das Mulheres No País Do Futebol1 Fábio Franzini Doutorando Em História Social - FFLCH/USP
    Futebol é “coisa para macho”? Pequeno esboço para uma história das mulheres no país do futebol1 Fábio Franzini Doutorando em História Social - FFLCH/USP RESUMO ABSTRACT Um dos aspectos menos conhecidos da The article intents to present and história do futebol no Brasil diz respei- analyze the opinions about Brazilian to à inserção da mulher nesse univer- women’s appearance in and out sta- so eminentemente masculino. Diante diums and fields during the first half de tal lacuna, este artigo propõe-se a of the XXth century, a crucial moment apresentar e analisar as leituras sobre to the construction of the “soccer a presença do sexo feminino dentro e country” idea and identity. The pur- fora dos gramados durante a primeira pose is to discuss which game integra- metade do século XX, momento deci- tion forms were allowed to the women, sivo para a construção da idéia e da which of their manifestation were for- identidade do “país do futebol”. Pre- bidden and especially the means ihm- tende-se, assim, discutir as formas de plicated in that permissions and pro- integração ao jogo “permitidas”às mu- hibitions. lheres, suas manifestações proibidas e, Keywords: Women’s football in Brazil; sobretudo, os significados encerrados National identity; Gender and culture. em tais permissões e proibições. Palavras-chave:Futebol feminino;Iden- tidade nacional; Gênero e cultura. Em 1995, quando da realização da segunda Copa do Mundo de Futebol Feminino na Suécia, o então Secretário-Geral da FIFA, Joseph Blatter, lançou- se a uma profecia ao afirmar que “o futuro do futebol é feminino. Estamos convencidos de que por volta de 2010 o futebol feminino será tão importante quanto o masculino”.2 Longe de serem as palavras de alguém interessado em agradar a um público de ocasião, como pode parecer à primeira vista, tal de- claração vinha corroborada pela rápida e impressionante expansão desse es- porte entre as mulheres, mundialmente registrada a partir da década de 1980.
    [Show full text]
  • MTV's Jersey Shore
    Pace University DigitalCommons@Pace Honors College Theses Pforzheimer Honors College 5-1-2012 MTV’s Jersey Shore: An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood Brooke Swift Pforzheimer Honors College Follow this and additional works at: http://digitalcommons.pace.edu/honorscollege_theses Part of the Communication Commons, and the Television Commons Recommended Citation Swift, Brooke, "MTV’s Jersey Shore: An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood" (2012). Honors College Theses. Paper 105. http://digitalcommons.pace.edu/honorscollege_theses/105 This Thesis is brought to you for free and open access by the Pforzheimer Honors College at DigitalCommons@Pace. It has been accepted for inclusion in Honors College Theses by an authorized administrator of DigitalCommons@Pace. For more information, please contact [email protected]. MTV’s Jersey Shore : An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood May 2012 Major: Communication Minor: English Professor Zaslow Dyson College of Arts and Science 1 MTV’s Jersey Shore : An Educator on Interpersonal Relationships, Gender Roles and Embracing Manhood Brooke Swift Spring 2012 Advisor: Professor Zaslow Dyson College of Arts and Sciences 2 Abstract Throughout the history of research in the media much has been said about the connection to social learning through television. With the rise of popular genre reality television, my findings proved a lack of previous research on reality television. By using Gerbners’ cultivation theory and my own textual analysis of MTV’s Jersey Shore season five, the following research provides direct messages from the show about gender norms, heteronormative relationships and women in the male gaze.
    [Show full text]