Analyzing São Paulo’s place branding positioning in promotional videos (2017–2019)

José Gabriel Andrade, Adriano Sampaio, Jorge Esparteiro Garcia*, Álvaro Cairrão, Manuel José Serra da Fonseca

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

Resumo

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.

Idioma originalEnglish
Título da publicação do anfitriãoGood practices and new perspectives in information systems and technologies - WorldCIST 2024
EditoresÁlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Aneta Poniszewska-Maranda
EditoraSpringer Science and Business Media Deutschland GmbH
Páginas110-116
Número de páginas7
ISBN (impresso)9783031603273
DOIs
Estado da publicaçãoPublicado - 2024
Publicado externamenteSim
Evento12th World Conference on Information Systems and Technologies, WorldCIST 2024 - Lodz
Duração: 26 mar. 202428 mar. 2024

Série de publicação

NomeLecture Notes in Networks and Systems
Volume990 LNNS
ISSN (impresso)2367-3370
ISSN (eletrónico)2367-3389

Conferência

Conferência12th World Conference on Information Systems and Technologies, WorldCIST 2024
País/TerritórioPoland
CidadeLodz
Período26/03/2428/03/24

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