SPORTS MARKETING, HIP HOP CULTURE AND CONSUMPTION: AN ANALYSIS OF CAMPAIGN “IT´S POSSIBLE!”
Our goal was to analyze the discourses of a sports marketing campaign on the internet. The corpus of analysis consisted: a) informations about the project; b) the manifest; c) the documentary; d) and 13 comments from internauts. The methody was based on Discourses Analysis. The theme of campaign is...
| Autores: | , , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2015 |
| País: | Brasil |
| Institución: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | Revista Movimento (Porto Alegre. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/57904 |
| Acceso en línea: | https://seer.ufrgs.br/index.php/Movimento/article/view/57904 |
| Access Level: | acceso abierto |
| Palabra clave: | Cultura. Hip hop. Marketing. Internet. Cultura Marketing Internet. Culture. Hip hop. Marketing. Internet. |
| Sumario: | Our goal was to analyze the discourses of a sports marketing campaign on the internet. The corpus of analysis consisted: a) informations about the project; b) the manifest; c) the documentary; d) and 13 comments from internauts. The methody was based on Discourses Analysis. The theme of campaign is overcoming the difficulties in sport, in art and in life. We found an interrelationship between cultural and economic elements, an association between hip hop culture, sports marketing and consumption. However, the interlocutors produced various and diverging types of responses. |
|---|