Rock in Rio: comunicação e consumo no contexto de um grande evento made in Brazil

Abstract

The main objective of this thesis is to analyze the consolidation of Rock in Rio music festival as a powerful communication tool. Our theoretical course takes as its starting point the investigation of the origins of major events and their relation to the place where they came from. We addressed the process of cities/culture festivalization, not only as a balm to problems afflicting the contemporary, such as unemployment and de-industrialization , but also as public rituals celebrating an idealized community. At the core of this thesis are issues concerning the production of time and space made possible by major events as the pillars of a capitalism that merged with culture. In order to analyze the Rock in Rio, we approach its trajectory and its consequences on multiple platforms. In a time when old media need to reinvent themselves to live with new possibilities for communication, businessman Roberto Medina incorporated them skillfully and quickly in service of the brand. In the arenas of the festival, experience economy has become a slogan, setting it up as a place for emotion, where artists and companies compete for public attention, in a time and a space dramatized by experts in seduction and consumption. Based on the challenging and tortuous path of research proposed by media archaeology, especially for an all-purpose product such as Rock in Rio, both the theoretical research as the empirical one enabled us to realize that communication, considering consumption also as a kind of speech,lies the lease of life and also the reason for the big events. Rock in Rio is thus tagged as a great live medium, which has the presence and visibility in the dogma of its vitality.