TY - GEN
T1 - Analyzing São Paulo’s place branding positioning in promotional videos (2017–2019)
AU - Andrade, José Gabriel
AU - Sampaio, Adriano
AU - Garcia, Jorge Esparteiro
AU - Cairrão, Álvaro
AU - da Fonseca, Manuel José Serra
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - 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 Digital Marketing 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.
AB - 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 Digital Marketing 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.
KW - Culture
KW - Place branding
KW - Promotional videos
KW - São Paulo
KW - Tourism
UR - http://www.scopus.com/inward/record.url?scp=85194289943&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-60328-0_11
DO - 10.1007/978-3-031-60328-0_11
M3 - Conference contribution
AN - SCOPUS:85194289943
SN - 9783031603273
T3 - Lecture Notes in Networks and Systems
SP - 110
EP - 116
BT - Good practices and new perspectives in information systems and technologies - WorldCIST 2024
A2 - Rocha, Álvaro
A2 - Adeli, Hojjat
A2 - Dzemyda, Gintautas
A2 - Moreira, Fernando
A2 - Poniszewska-Maranda, Aneta
PB - Springer Science and Business Media Deutschland GmbH
T2 - 12th World Conference on Information Systems and Technologies, WorldCIST 2024
Y2 - 26 March 2024 through 28 March 2024
ER -