SPORTS MARKETING, HIP HOP CULTURE AND CONSUMPTION: AN ANALYSIS OF CAMPAIGN “IT´S POSSIBLE!”
DOI:
https://doi.org/10.22456/1982-8918.57904Keywords:
Culture. Hip hop. Marketing. Internet.Abstract
Our goal was to analyze the discourses of a sports marketing campaign on the internet. The corpus of analysis consisted: a) informations about the project; b) the manifest; c) the documentary; d) and 13 comments from internauts. The methody was based on Discourses Analysis. The theme of campaign is overcoming the difficulties in sport, in art and in life. We found an interrelationship between cultural and economic elements, an association between hip hop culture, sports marketing and consumption. However, the interlocutors produced various and diverging types of responses.
Downloads
Downloads
Published
How to Cite
Issue
Section
License
Authors retain the copyright to the manuscripts they submit and grant Movimento the right to publish the text in accordance with the open licensing policy adopted by the journal.
Movimento adopts the Creative Commons Atribuição 4.0 Internacional (CC BY 4.0) license and follows the Open Access model, which provides unrestricted online access, including free access, to all scholarly texts published by the journal.
When submitting a manuscript, authors must acknowledge that they are aware of the copyright licensing terms that will apply if the manuscript is accepted and published, as described below:
- Open access is a condition in which the copyright holder of a scholarly work grants third parties’ rights to use the work under an open license (Creative Commons Attribution, CC BY)
- Open access provides free and immediate access to the work, authorizing any user to read, download, copy, distribute, print, search, or link to the full texts of articles; index them; pass them as data to software; or use them for any other lawful purpose.
Movimento encourages authors to self-archive accepted manuscripts by making them available on personal blogs, institutional repositories, academic social media platforms, and personal profiles, provided that the complete reference to the published version on the journal's website and/or the SciELO Collection page is included.
