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Communicare 18.1 communicare Revista do Centro Interdisciplinar de Pesquisa — Faculdade Cásper Líbero ISSN 1676-3475 Volume 18 — Edição 1 — 1º Semestre de 2018 dossiê legado comunicacional dos megaeventos esportivos communicare Volume 18 - Edição 1 1º Semestre de 2018 ISSN 1676-3475 www.casperlibero.edu.br/centro-de-pesquisa Communicare: revista de pesquisa / Centro Interdisciplinar de Pesquisa, Faculdade Cásper Líbero – v. 18, nº 1 (2018). – São Paulo: Faculdade Cásper Líbero, 2018. Semestral ISSN 1676-3475 1. Comunicação social periódicos I. Centro Interdisciplinar de Pesquisa da Faculdade Cásper Líbero. CDD 302.2 communicare Fundação Cásper Líbero ISSN 1676-3475 Faculdade Cásper Líbero Presidente da Fundação Cásper Líbero: Paulo Camarda Superintendente Geral: Sérgio Felipe dos Santos Diretor da Faculdade: Carlos Roberto da Costa Centro Interdisciplinar de Pesquisa (CIP) Coordenador Geral do CIP: Eric de Carvalho Monitoria do CIP: Carla Cristina dos Santos, Ana Luiza Andrade Moura e Gustavo Ruban Barberini Revista Communicare Editores: Eric de Carvalho, Ary Rocco Junior e Anderson Gurgel Campos Editor de Arte e Fotografia: Larissa Basilio Conselho Consultivo: Adriano Duarte Rodrigues (Universidade Nova de Lisboa), Alessandra Meleiro (UFF e CEBRAP), Alfredo Dias D’Almei- da (FAPSP), Ana Maria Camargo Figueiredo (PUC-SP), Beatriz Dornelles (PUC-RS), Claudia Braga (UFSJ/UNICAMP), Cláudio Novaes (FCL), Cristiano Ferraz (UFPE), Diogo Bornhausen (FAAP), Eneus Trindade (USP), Ernani Ferraz (PU- C-Rio), Fabio Caim (FCL), Gilberto Maringoni (UFABC), Ivone Lourdes de Oliveira (PUC-MG), Joana Puntel (Sepac), João Alegria (PUC-Rio), Henrique Carneiro (USP), Lucilene Cury (USP), Luiz Carlos Assis Iasbeck (UPIS-DF e UCB-DF), Magda Rodrigues da Cunha (PUC-RS), Manuel Dutra (UFPA), Mara Ferreira Rovida (UNISO), Marcus Bastos (PUC- SP), Maria Aparecida Baccega (USP e ESPM), Maria Helena Weber (UFGRS), Mauro de Souza Ventura (UNESP), Monica Mata Machado de Castro (UFMG), Monica Rebecca Nunes (FAAP), Rodrigo Fonseca Fernandes (PUC-SP), Roseli Fígaro (USP), Sueli Galego de Carvalho (MACK), Teresinha Maria de Carvalho Cruz Pires (PUC-MG), Umberto de Andrade (UNIFESP), Walter Lima (UMESP) e Wilson da Costa Bueno (UMESP). Revisão: Mei Hua Soares e Carla Cristina dos Santos Projeto gráfico: André Valente Arte e editoração: Larissa Basilio Capa: Ricardo Ferrer Faculdade Cásper Líbero Av. Paulista, 900 – 6º Andar – São Paulo – SP – CEP: 01310-940 Telefone: (11) 3170-5878 – Email: [email protected] / [email protected] Você pode copiar, adaptar e distribuir CC os conteúdos desta revista, desde que BY atribua créditos Sumário 6 Editorial Anderson Gurgel Campos, Ary Rocco e Eric de Carvalho Entrevista 14 Talvez o maior legado da Copa do Mundo foi criar uma consciência Anderson Gurgel Campos e Gabriel Fidalgo Artigos 33 El legado periodístico de los megaeventos: Estudio de innovaciones en las coberturas de los últimos Juegos Olímpicos y Copas del Mundo de fútbol José Luis Rojas Torrijos 54 esportivos ElcioA etnografia Cassola Padovez como e métodoJosé Eugenio para de Oliveiraa observação Menezes e cobertura de megaeventos 68 como representação do “ciclo de vida” de um produto da indústria cultural CarlosO desempenho Roberto Gaspar dos Teixeira perfis e Robertooficiais Tietzmann dos atletas olímpicos nas redes sociais O legado olímpico em questão: do equívoco conceitual à avaliação 86 negativa da imprensa brasileira Flávio Agnelli Mesquita e Wilson da Costa Bueno A fortaleza da Copa Do Mundo: representações sociais e consumo na cidade-sede 100 Alissa Cendi Vale de Carvalho e Silvia Helena Belmino Rio de Janeiro pós Copa do Mundo e Jogos Olímpicos: de cidade- 116 Maria Helena Carmo dos Santos e Flávio Lins megaevento ao caos da violência urbana – que legado é esse? Paixões em ebulição: a Copa do Mundo de 2014 em capas de jornais 130 Magnos Cassiano Casagrande e Ada Cristina Machado Silveira Jogos mundiais indígenas e o possível exercício da alteridade midiática 152 Cássia Lobão Assis Revista Communicare Sumário 5 A transmissão televisiva da ginástica artística produzida por diferentes emissoras 164 Tatiana Zuardi Uhinohama, Letícia Passos Affini e Marco Roxo Luta em 280 caracteres: o Twitter como arena de reconhecimento e visibilidade para os atletas paralímpicos 184 Helen Anacleto e Kelly Prudencio Experiências e espaços de mídia utilizados por moradores da favela da Providência no período pós-Olímpico 202 Luiza Cunha Barata Do “país do futebol” à desconstrução da marca Rio: deslocamentos de 216 Ana Teresa Gotardo sentidos sobre o esporte em documentários internacionais pré-olímpicos publicidade 230 Os megaeventos esportivos e suasKarla Caldascorrelações Ehrenberg simbólicas e Daniel dos para Santos além Galindo da Titelê e a lembrança de uma crônica de Matinas Suzuki Jr. 244 Jornalismo Esportivo, Copa do MundoLuciano & Seleção Victor Barros Brasileira Maluly ede Edwaldo Futebol Costa − capas de jornais brasileiros 254 A sustentabilidade no discurso oficialRoberta dos Ferreira Jogos OlímpicosBrondani e José Rio Carlos 2016 Marques e nas Apupos e brasilidade: A representação pela imprensa das cerimônias de abertura e encerramento dos Megaeventos Esportivos no Brasil 272 Francisco Ângelo Brinati e Filipe Fernandes Ribeiro Mostaro Normas para publicação 287 Volume 18 – Edição 1 - 1o Semestre de 2018 Editorial Editorial Eric de Carvalho Doutor em Ciências da Comunicação pela Universidade de São Paulo Coordenador do Centro Interdisciplinar de Pesquisa da Faculdade Cásper Líbero E-mail: [email protected] Anderson Gurgel Campos Professor doutor em Comunicação e Semiótica pela Pontifícia Universidade Católica (PUC-SP), desenvolve pesquisa sobre as relações entre comunicação, esporte e economia, com particular interesse para os aspectos espetaculares e imagéticos do desporto. É professor de cursos de Comunicação Social da Universidade Presbiteriana Mackenzie e do Centro Universitário Belas Artes. Ary Rocco Professor doutor da Escola de Educação Física e Esporte da Universidade de São Paulo (EEFE/USP). Líder e fundador do Grupo de Estudos e Pesquisa em Marketing e Comunicação no Esporte (GEPECOM) da EEFE/USP. Editorial 9 Quase uma década após o anúncio da realização de megaeventos esportivos no Brasil, seu legado ainda é incerto. Desde então, foram realizados os Jogos Pan- -Americanos (2007), os Jogos Mundiais Militares (2010) e a Copa das Confedera- ções (2013) no Rio de Janeiro (RJ), a Copa do Mundo da Fifa (2014) em todo país e Jogos Mundiais Indígenas (2015) em Palmas (TO), além dos Jogos Olímpicos e Paraolímpicos (2016) também no Rio de Janeiro (RJ); os megaeventos ocorreram e a expectativa de desenvolvimento social pelo esporte e turismo não se efetivou. Desde então, diversos estudos foram realizados, muitos deles na área de Comunicação So- cial, analisando impactos e consequências desse ciclo de eventos ligados ao mundo esportivo para a área de comunicação e correlatas. O dossiê “Legado comunicacional dos megaeventos esportivos” foi organi- zado com a colaboração dos co-editores Anderson Gurgel (Mackenzie/Belas Artes) e Ary Rocco (USP/Fecap) tendo em vista representar a multiplicidade de olhares sobre o tema, explorando vieses diversos, da comunicação à gestão, do estrangeiro ao regional, dirigido aos megaeventos e às mais diversas modalidades desportivas. A revista se inicia com a entrevista de Jamil Chade, correspondente inter- nacional do Jornal Estado de S. Paulo, colunista da rádio Eldorado e colaborador dos canais ESPN, realizada por Anderson Gurgel e Gabriel Fidalgo. Jamil acompanhou de perto momentos cruciais da evolução dos megaeventos esportivos brasileiros, inclusive os complexos processos de preparação desses eventos, com atrasos e estou- ros de orçamento das obras preparadas especialmente para eles. Dessas experiências e de muitas apurações e entrevistas, o jornalista escreveu e lançou em 2015 o livro “Política, Propina e Futebol” (Editora Objetiva), obra na qual realiza um profundo retrato sobre as relações de poder e corrupção envolvendo Fifa, Copa do Mundo e dirigentes no mundo todo, incluindo o Brasil. Na sequência, os artigos apresentam a pluralidade de olhar do repertório de seus autores. Começando por um olhar internacional para os megaeventos esportivos rea- lizados no Brasil, em “El legado periodístico de los megaeventos desportivos”, o professor José Luis Rojas Torrijos, doutor e professor de jornalismo na Facultad de Comuni- cación da Universidad de Sevilla, analisa a possibilidade de inovação nas fórmulas narrativas do jornalismo esportivo, buscando atrair a atenção do público e levando a ele a emoção da competição combinada à análise de um jornalismo informacional. Em “A etnografia como método para a observação e cobertura de megaeventos es- portivos”, Elcio Cassola Padovez e José Eugenio de Oliveira Menezes propõem que o uso de observações de campo e métodos como o olhar participante e atitude etnográfica po- dem ajudar no enriquecimento do trabalho tanto do pesquisador acadêmico quanto do jornalista quando se trata da cobertura in loco dos megaeventos esportivos. Tendo como base os estudos de Yves Winkin, Gregory Bateson, Dell Heymes e Ryszard Kapucinski, propõem a construção de um olhar etnográfico mais voltado ao campo social e cultural no contexto de megaeventos como a Copa do Mundo e as Olimpíadas. Volume 18 – Edição 1 - 1º Semestre de 2018 10 Editorial Carlos Roberto Gaspar Teixeira e Roberto Tietzmann analisam os perfis dos atletas medalhistas olímpicos em suas redes sociais digitais durante os Jogos
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