Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite
“The Man of the Midnight” (Homem da Meia-Noite) represents the cultural identity of the city of Olinda, in the Great Recife, being nationally recognized like local symbol of the carnival. The aspect of culture is presented as one of the means of reaching the public in the market of value generation...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
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Universidade Estadual de Ponta Grossa
2017-06-01
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| Series: | Revista Internacional de Folkcomunicação |
| Subjects: | |
| Online Access: | https://revistas.uepg.br/index.php/folkcom/article/view/2214/1534 |
| _version_ | 1818496038038667264 |
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| author | Veridiana Gonzaga e Silva Pedro Paulo Procópio Suzana Ferreira Paulino |
| author_facet | Veridiana Gonzaga e Silva Pedro Paulo Procópio Suzana Ferreira Paulino |
| author_sort | Veridiana Gonzaga e Silva |
| collection | DOAJ |
| description | “The Man of the Midnight” (Homem da Meia-Noite) represents the cultural identity of the city of Olinda, in the Great Recife, being nationally recognized like local symbol of the carnival. The aspect of culture is presented as one of the means of reaching the public in the market of value generation for organizations. In an engaging way - with sympathy and identification. Given this context, this article aims to understand how the “Homem da Meia Noite” enters the market logic, conducting its management based on folkmarketing, how it is thought to
create products exploring its brand image and how the concept of "myth " begins to be worked by the association. The information gathered was obtained through bibliographical research, with use of books, articles, dissertations, among others; And field surveys focusing on semi-structured interviews. Considering the contexts and theories covered, it is possible to
understand the importance of the Midnight Man to the cultural market scenario and a new marketing logic centered on folkmarketing - which adds value not only to the association, but also to different sponsors. |
| first_indexed | 2024-12-10T18:28:11Z |
| format | Article |
| id | doaj.art-02a13fd813dd4a7d8a09b0b6626abcfb |
| institution | Directory Open Access Journal |
| issn | 1807-4960 |
| language | Portuguese |
| last_indexed | 2024-12-10T18:28:11Z |
| publishDate | 2017-06-01 |
| publisher | Universidade Estadual de Ponta Grossa |
| record_format | Article |
| series | Revista Internacional de Folkcomunicação |
| spelling | doaj.art-02a13fd813dd4a7d8a09b0b6626abcfb2022-12-22T01:38:01ZporUniversidade Estadual de Ponta GrossaRevista Internacional de Folkcomunicação1807-49602017-06-01153418420510.5212/RIF.v.15.i34.0012Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noiteVeridiana Gonzaga e Silva0Pedro Paulo Procópio1Suzana Ferreira Paulino2UNICAPFACIPEFACIPE“The Man of the Midnight” (Homem da Meia-Noite) represents the cultural identity of the city of Olinda, in the Great Recife, being nationally recognized like local symbol of the carnival. The aspect of culture is presented as one of the means of reaching the public in the market of value generation for organizations. In an engaging way - with sympathy and identification. Given this context, this article aims to understand how the “Homem da Meia Noite” enters the market logic, conducting its management based on folkmarketing, how it is thought to create products exploring its brand image and how the concept of "myth " begins to be worked by the association. The information gathered was obtained through bibliographical research, with use of books, articles, dissertations, among others; And field surveys focusing on semi-structured interviews. Considering the contexts and theories covered, it is possible to understand the importance of the Midnight Man to the cultural market scenario and a new marketing logic centered on folkmarketing - which adds value not only to the association, but also to different sponsors.https://revistas.uepg.br/index.php/folkcom/article/view/2214/1534“homem da meia noite”carnivalfolklore and folkmarketing |
| spellingShingle | Veridiana Gonzaga e Silva Pedro Paulo Procópio Suzana Ferreira Paulino Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite Revista Internacional de Folkcomunicação “homem da meia noite” carnival folklore and folkmarketing |
| title | Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite |
| title_full | Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite |
| title_fullStr | Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite |
| title_full_unstemmed | Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite |
| title_short | Carnaval e Folkmarketing nas ladeiras de Olinda: um estudo de caso do (mitológico) homem da meia-noite |
| title_sort | carnaval e folkmarketing nas ladeiras de olinda um estudo de caso do mitologico homem da meia noite |
| topic | “homem da meia noite” carnival folklore and folkmarketing |
| url | https://revistas.uepg.br/index.php/folkcom/article/view/2214/1534 |
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