Discursos organizacionais no Festival Folclórico de Parintins - AM: as percepções do público quanto ao uso da cultura popular no contexto da comunicação mercadológica

• Ano de defesa: 2019
• Autor(a) principal: Miranda, Ana Paula Almeida
• Orientador(a): Dias, Robson Borges
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Folkmarketing; Folkcomunicação; Comunicação mercadológica; Festival Folclórico de Parintins
• Palavras-chave em Inglês: Parintins Folklore Festival; Marketing communication; Folk communication; Folk marketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/2575

The aim of this study is to evaluate the perception of the audience of Parintins Folklore Festival regarding aspects and environmental behavior factors of the consumers based on the culture and subculture of the reference groups in question: Garantido and Caprichoso. The problematic of the research focuses on the reflection that the identity of each society, when appropriated by the brands, gains preference over the possible diffusion of the precepts from other cultures. The investigation is supported by the methods of the theoretical, exploratory, empirical and qualitative research. It is justified for being a phenomenon inserted in the strategic essentialism (SPIVAK, 2003) context made by organizations in their products, goods and services. As a theoretical support, the studies of Beltrão (1980), Marques de Melo (2013) and Lucena Filho (2012) and the genuinely Brazilian theories of Folk marketing and Folk communication are used. The results show that knowing the target audience and their local culture directly affects the effects of marketing communication.