Branding Brazil: the effects of Rio 2016 on image and cultural narratives
This event is on 16 May 2017 2:30pm
How successful were the 2016 Rio Olympics according to the Brazilian media? How did the country market itself during this mega-event? What do we associate Brazilian culture with now in the UK?
This workshop will explore how Brazil has been branded in the run-up to, during, and after the 2016 Rio Olympic Games. It will discuss ways in which official narratives produced in this context, such as cultural programmes, affect representation in local, national, and international media.
The research at the heart of this workshop is an outcome of a Newton Fund knowledge exchange project being led by ICC Director, Dr. Beatriz García, and Professor Paulo Nassar (School of Communications and Arts, University of São Paolo).
This workshop provides the opportunity to learn more about research methodologies such as media content analysis, the differences of branding Brazil in Brazil and the UK, and to engage with the effects of socio-political issues which do not feature as part of official narratives despite the efforts of the Olympic Committee’s cultural programme.
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