A publicidade e os Jogos Olímpicos Rio/2016: primeiras incursões em torno de uma cultura de convergência transmidiática

Abstract

This reaserch aims at identifying and analysing the transmediatic narratives of adverstising int the Rio 2016 Olympic Games, and the representations of the sports culture present int the ads served in the context of a convergence culture. Based on a descriptive methodology of exploratory nature, the survey of the corpus of analysis was conducted by mapping the official sponsors of the event and the International Olympic Committee (IOC) in order to select some significant cases, interpreted in the light of the comprehensive method of Ferrés. Initial findings confirm the hypothesis that a range of strategies and advertising productions is organized due to the sporting event, which is explored in its marketing power. The ads that were found extrapolate the television medium pointing out to atendency for their inclusion in the digital media (internet) and associate sport representations with several products and services. Further deepening of the issues can lead to pedagogic and subversive reflections regarding the use of advertising of transmediatic narratives in the scenario of the construction of Physical Education in schools guided by critical reflection.