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OLIMPÍADAS RIO 2016 Mídia, Política, Humor

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OLIMPÍADAS RIO 2016 Mídia, Política, Humor OLIMPÍADAS RIO 2016 Mídia, política, humor organização Joana Ziller Carlos d’Andréa { olhares transversais organização Joana Ziller Carlos d’Andréa OLIMPÍADAS RIO 2016 Mídia, política, humor 1a edição 2017 UNIVERSIDADE FEDERAL DE MINAS GERAIS Reitor: Jaime Ramirez Vice-Reitora: Sandra Regina Goulart Almeida FACULDADE DE FILOSOFIA E CIÊNCIAS HUMANAS Diretor: Orestes Diniz Neto Vice-Diretor: Bruno Pinheiro Wanderley Reis PROGRAMA DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO Coordenador: Carlos Magno Camargos Mendonça Sub-Coordenadora: Geane Alzamora SELO EDITORIAL PPGCOM Ângela Cristina Salgueiro Marques Bruno Guimarães Martins CONSELHO CIENTÍFICO Ana Carolina Escosteguy (PUC-RS) Kati Caetano (UTP) Benjamim Picado (UFF) Luis Mauro Sá Martino (Casper Líbero) Cezar Migliorin (UFF) Marcel Vieira (UFPB) Elisabeth Duarte (UFSM) Mariana Baltar (UFF) Eneus Trindade (USP) Mônica Ferrari Nunes (ESPM) Fátima Regis (UERJ) Mozahir Salomão (PUC-MG) Fernando Gonçalves (UERJ) Nilda Jacks (UFRGS) Frederico Tavares (UFOP) Renato Pucci (UAM) Iluska Coutinho (UFJF) Rosana Soares (USP) Itania Gomes (UFBA) Rudimar Baldissera (UFRGS) Jorge Cardoso (UFRB | UFBA) www.seloppgcom.fafich.ufmg.br Avenida Presidente Antônio Carlos, 6627, sala 4234, 4º andar Pampulha, Belo Horizonte - MG. CEP: 31270-901 Telefone: (31) 3409-5072 Dados Internacionais de Catalogação na Publicação (CIP) (eDOC BRASIL, Belo Horizonte, MG) O46 Olimpíadas Rio 2016 [recurso eletrônico]: mídia, política, humor / Organizadores Joana Ziller, Carlos D’Andréa. – Belo Horizonte: PPGCOM UFMG, 2017. Formato: PDF Requisitos de sistema: Adobe Acrobat Reader Modo de acesso: World Wide Web ISBN: 978-85-62707-99-5 1. Comunicação social. 2. Esportes e estado. 3. Olimpíadas – aspectos políticos - Brasil. I. Gaviolli, Gabriel. II. Título. III. Série. CDD - 796.48 CRÉDITOS DO LIVRO PROJETO GRÁFICO DIAGRAMAÇÃO Bruno Guimarães Martins André Mintz Bruno Menezes A. Guimarães Thereza Nardelli CAPA REVISÃO Ana Cláudia Maiolini Amanda Chevtchouk Jurno Bruno Guimarães Martins Daniel Emergente Loiola Olívia Binotto Luciana Andrade Gomes Bicalho Polyana Inácio Rezende Silva Sílvia Dalben © PPGCOM UFMG, 2017. Stephanie Boaventura. SUMÁRIO APRESENTAÇÃO 8 Rio 2016 entre a política, as mídias e os megaeventos esportivos Carlos d’Andréa Joana Ziller PARTE 1 – DINÂMICAS MIDIÁTICAS CIRCULAÇÃO INTERMÍDIA DE CONTEÚDOS VIA HASHTAG #RIO2016 16 conexões pelo Twitter e para além dele Carlos d’Andréa Tiago B. P. Salgado Marco T. S. Guimarães TENSIONAMENTOS POLÍTICOS EM TORNO DE HASHTAGS NAS OLIMPÍADAS 2016 37 a semiose de #cerimôniaabertura Luciana Andrade Gomes Bicalho Geane Carvalho Alzamora A “RÁDIO DAS OLIMPÍADAS” NAS REDES SOCIAIS: 53 espalhamento e noticibialidade na cobertura da Rádio Itatiaia Debora Cristina Lopez Marcelo Freire Luana Viana Matheus Maritan OLIMPÍADAS DOS MEMES: 71 produção de sentido na Rio 2016 Amanda Chevtchouk Jurno Polyana Inácio R. Silva Leonardo Melgaço PARTE 2 – GÊNERO, CORPO, SEXUALIDADE SOMOS TODOS PARALÍMPICOS? 96 Transversalidades entre corpos biocibernéticos e pós-humanos em redes sociais online Sônia Caldas Pessoa Camila Maciel C. Alves Mantovani Verônica Soares Costa A MULHER NA COBERTURA DA ESPNW: 118 posicionamento editorial e reverberação em redes sociais Marcelo Freire Debora Cristina Lopez Luana Viana Matheus Maritan KEEP PLAYING #LIKEAGIRL 136 Fluxos mercadológicos, institucionais e políticos no discurso da igualdade de gênero por meio do esporte Vanessa Cardozo Brandão O OTIMISMO FORA DO ARMÁRIO: 155 a cobertura de questões LGBT na Rio 2016 Roberto Alves Reis Joana Ziller PARTE 3 – CONTROVÉRSIAS SOCIOPOLÍTICAS E VISIBILIDADES #RIO2016: 176 Curvas de visibilidade, tensões e disputas no desvelamento do hiperdispositivo olímpico Lorena Tárcia TERRORISMO E OLIMPÍADAS RIO 2016: 195 quem são os “terroristas” no Twitter? Roberta Firmino da Silva Carlos d’Andréa FORA TEMER VAZA VÉI: 221 táticas contra a censura Olímpica no Brasil Joana Ziller Regina Helena Alves da Silva Daniel Felipe Emergente Loiola CONTROVÉRSIAS E REPERCUSSÕES MIDIÁTICAS NOS JOGOS OLÍMPICOS RIO: 240 o caso Ryan Lochte Maria Aparecida Moura SOBRE OS AUTORES 261 APRESENTAÇÃO RIO 2016 ENTRE A POLÍTICA, AS MÍDIAS E OS MEGAEVENTOS ESPORTIVOS CARLOS D’ANDRÉA JOANA ZILLER Em outubro de 2009, a cidade do Rio de Janeiro foi escolhida pelos membros do Comitê Olímpico Internacional (COI) como sede das Olimpíadas de Verão de 2016. Tendo como argumentos o ineditismo do evento na América do Sul e promissor momento econômico do país, a “Cidade Maravilhosa” superou, na votação, as rivais Tóquio, Madri e Chicago (esta representada pelo então presidente Barack Obama). Pre- sentes na cerimônia em Copenhague, na Dinamarca, políticos e perso- nalidades brasileiros comemoraram a indicação, assim como milhares de cariocas que se reuniram na praia de Copacabana para acompanhar a divulgação do resultado. Em março de 2017, o jornal francês Le Monde publicou uma re- portagem denunciando que, às vésperas da eleição do Rio, o empre- sário brasileiro conhecido como “Rei Arthur” havia comprado o voto APRESENTAÇÃO 9 do então presidente da Associação Internacional de Atletismo por 1,5 1 milhão de dólares . A denúncia foi baseada em investigações da Justiça francesa e, quando veio à tona - pouco mais de seis meses depois da Rio 2017 -, o Estado do Rio de Janeiro já passava por uma gravíssima crise financeira e política. Presente na cerimônia que coroou a candidatura da cidade, o ex-governador Sérgio Cabral estava preso e acumulava vários processos por corrupção, lavagem de dinheiro e outros crimes. Radicalmente opostos, os dois momentos sintetizados acima podem nos ajudar a relembrar, tendo as Olimpíadas Rio 2016 como pano de fundo, as profundas mudanças pelas quais passaram a cidade-sede dos Jogos e o Brasil nesse intervalo de sete anos. Muitas vilas e favelas do Rio de Janeiro foram ocupadas pelas chamadas UPPs, e depois desocu- padas; eclodiram as Jornadas de Junho de 2013, e com elas um intenso processo de ressignificação da política no país; veio a Copa do Mundo de 2014, sofremos o famigerado “7 a 1”; a presidenta Dilma Rousseff foi reeleita em 2014 e, em meio às Olimpíadas, ela foi afastada e impe- achmada; uma grave crise financeira e uma sucessão de escândalos de corrupção enterrou o sonho desenvolvimentista do país e a esperança dos tempos do “lulismo”. Ao mesmo tempo, explodiu no país o uso da internet e, em especial, das redes sociais online. Em meio às piadas e aos “memes”, ou junto com eles, plataformas como Facebook e Twitter cada vez mais têm sido intensamente utilizadas para convocar, agredir, protestar, polemizar, reivindicar direitos. A consolidação da “auto-comunicação de massa”, para usar um termo de Manuel Castells, reconfigurou todo o ecossiste- ma midiático no país e no mundo, incluindo aí tradicionais empresas jornalísticas, marcas comerciais e organizações transnacionais. É nas interfaces e tensões entre a política, as mídias e os megaeven- tos esportivos que este livro se situa. Com diferentes formações e tra- jetórias, a maioria dos pesquisadores aqui reunidos vêm se dedicando ao tema pelo menos desde 2012. Como resultado das pesquisas reali- zadas no grupo de pesquisa Centro de Convergência em Novas Mídias (CCNM), em 2014 foi lançado, pela editora Autêntica, o livro “Redes e 1. http://www.lemonde.fr/jeux-olympiques-rio-2016/article/2017/03/03/exclus ive-evidence-of-corruption-over-rio-s-bid-for-the-2016-olympic-games_5088584_ 4910444.html 10 OLIMPÍADAS RIO 2016: MÍDIA, POLÍTICA, HUMOR ruas: dinâmicas dos protestosBR”, organizado por Regina Helena Alves da Silva. Entre 2013 e 2015, desenvolvemos a pesquisa “International Cooperation Russia-Brazil Major Sport Events: Social Commotion in Global Media” junto com pesquisadores da National Research Univer- sity Higher School of Economics (HSE), de Moscou. A proposta foi discutir, em uma perspectiva comparativa, a configuração midiática dos megaeventos esportivos Jogos Olímpicos de Inverno (Sochi/2014) e Copa do Mundo (Brasil/2014), considerando suas implicações co- municacionais, culturais e políticas. Uma lista com as dezenas de pu- blicações anteriores e posteriores relacionadas ao tema “Mega-eventos esportivos e atravessamentos políticos” pode ser consultada em um “dossiê” publicado no site do Núcleo de Pesquisa em Conexões In- termidiáticas (NucCon), que está disponível em http://nuccon.fafich. ufmg.br/publicacoes/dossies/dossiemegaeventospolitica/ Os doze artigos que compõem esta coletânea são fruto de mais de um ano de trabalho de 21 pesquisadores vinculados ao NucCon e de parceiros. Antes das Olimpíadas, reuniões foram realizadas para divi- dirmos as equipes de autores - sempre buscando aproximar professores, pós-graduandos e graduandos - e definir os temas de interesse inicial de cada um. Após a produção dos artigos, foram feitas duas rodadas de leituras coletivas dos artigos, nas quais os pares deram sugestões, sugeriram melhorias e conheceram as descobertas dos colegas. Nesse sentido, a presente obra coletiva é fruto de um importante esforço teó- rico-metodológico de pesquisadores que, em comum, identificaram no megaevento realizado no Rio uma oportunidade singular de, ao mes- mo tempo, observar e melhor compreender as dinâmicas midiáticas e as tensões político-sociais contemporâneas. O livro “Olimpíadas Rio 2016: mídia, política, humor” está dividido em três grandes partes: “Dinâmicas midiáticas da Rio 2016”, “ Gênero, corpo, sexualidade” e “Controvérsias sociopolíticas e visibilidades”. PARTE 1 - Dinâmicas midiáticas da Rio 2016 Em “Circulação intermídia de conteúdos via
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