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https://hdl.handle.net/1822/91542| Título: | Analyzing São Paulo’s place branding positioning in promotional videos (2017-2019) |
| Autor(es): | Andrade, José Gabriel Sampaio, Adriano Garcia, Jorge Esparteiro Cairrão, Álvaro Fonseca, Manuel José Serra da |
| Editor(es): | Rocha, Álvaro Adeli, Hojjat Dzemyda, Gintautas Moreira, Fernando Poniszewska-Marańda, Aneta |
| Palavras-chave: | Promotional Videos São Paulo Place Branding Tourism Culture |
| Data: | Mai-2024 |
| Editora: | Springer |
| Citação: | Andrade, J.G., Sampaio, A., Garcia, J.E., Cairrão, Á., da Fonseca, M.J.S. (2024). Analyzing São Paulo’s Place Branding Positioning in Promotional Videos (2017–2019). In: Rocha, Á., Adeli, H., Dzemyda, G., Moreira, F., Poniszewska-Marańda, A. (eds) Good Practices and New Perspectives in Information Systems and Technologies. WorldCIST 2024. Lecture Notes in Networks and Systems, vol 990. Springer, Cham. https://doi.org/10.1007/978-3-031-60328-0_11 |
| Resumo(s): | This research aims to analyze the positioning theory and discourse within São Paulo’s Place Branding from 2014 to 2019, investigating the symbolic representations employed by the São Paulo Tourism Bureau to emphasize its branding endeavors. The methodology employed a framework based on Semprini’s [10] Project/Manifestation approach and Discourse Analysis. The impetus behind this study arises from the substantial investments made by cities to craft comprehensive disclosure strategies and establish place branding for their respective regions.We observed aspects of Communication and DigitalMarketing in the three promotional videos produced by SPTuris in 2014, 2017, and 2019, which underwent meticulous analysis. Our findings unveiled a consistent thematic discourse despite shifts in political administration. The 2014 video accentuated multiculturalism and cosmopolitanism, while the 2017 edition highlighted experiential marketing, business, consumption, and cosmopolitan elements. Remarkably, the 2019 presentation featured images emphasizing receptivity. Themes such as Culture, Arts, and Gastronomy were recurrent across all videos. The scrutinized discourse reaffirms São Paulo’s capital as a trendsetter within Brazil. |
| Tipo: | Capítulo de livro |
| URI: | https://hdl.handle.net/1822/91542 |
| ISBN: | 978-3-031-60327-3 |
| e-ISBN: | 978-3-031-60328-0 |
| DOI: | 10.1007/978-3-031-60328-0_11 |
| Versão da editora: | https://link.springer.com/chapter/10.1007/978-3-031-60328-0_11 |
| Acesso: | Acesso restrito autor |
| Aparece nas coleções: | CECS - Livros e capítulo de livros / Books and book chapters DCC - Livros e capítulo de livros / Books and book chapters |
Ficheiros deste registo:
| Ficheiro | Descrição | Tamanho | Formato | |
|---|---|---|---|---|
| 978-3-031-60328-0_11.pdf Acesso restrito! | 883,63 kB | Adobe PDF | Ver/Abrir |
