Expectativa, luto e emoção : uma análise da construção da imagem de Ayrton Senna pelas transmissões da Fórmula 1 na Rede Globo em 1994

Abstract

The presente study will analyze how Ayrton Senna’s image was explored during the live coverages of Formula 1 by Rede Globo, sole holder of category’s broadcasting rights in Brazil. As an object of analyzes, the complete live broadcasts of four of the 16 races of 1994 season (his death’s year) will be used: GPs of Brazil, San Marino, Monaco and Australia. Thus, the work focused on understanding how the image of the three-time world champion was reinforced in these broadcasts, before, during and after his death, and to analyze how he is related to concepts widely used in his name: those of hero, myth and idol. In addition to this explanation of the three mentioned concepts, the research takes a general approach to Senna's career and contextualizes all the expectations of that season; and brings an analysis of the power of influence of television in Brazilian society, its relation with sports and with Formula 1 in a specific way. The methods used to achieve these objectives were the Case Study, based mainly on the studies by Yin (2001), and the Materiality Analysis proposed by Coutinho (2016). Given all this, with analysis of issues such as time on the screen, number of quotes and variations in narratives, we can see how Rede Globo's broadcasts reinforced Ayrton Senna's image despite his death, with a clear attempt to use the power of television (and especially Globo) to keep his legacy alive, even with his departure. Finally, it was noted how the concepts of hero, myth and idol were widely used, building a strong imaginary of the driver with his departure.