Português Marathons and landscapes in the coronavirus pandemic:

brand strategies

Authors

  • Tatiana Couto UERJ
  • Ricardo Freitas UERJ

DOI:

https://doi.org/10.5752/P.2237-9967.2023v12n21p116-131

Abstract

In this article we analyze how running companies developed their activities during the pandemic in 2020. With most events canceled worldwide to avoid social gatherings, some international marathons took place in the pandemic period using apps or DVDs. With the Coronavirus, the Rio Marathon holds the competition, exploring the city branding in the medals of the event. In this research, pandemic imaginaries, postcards, visual goods and virtual landscapes are studied. It is understood that this new model encourages consumption in the city, even in a time of global crisis. The theoretical framework is supported by authors from the communication sciences and social sciences such as Kavaratzis, Canevacci, Vainer, Augé, Perrota, Tiburtino and Kunsch.

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Published

2023-03-25

How to Cite

COUTO, Tatiana; FREITAS, Ricardo. Português Marathons and landscapes in the coronavirus pandemic:: brand strategies. Dispositiva, Belo Horizonte, v. 12, n. 21, p. 116–131, 2023. DOI: 10.5752/P.2237-9967.2023v12n21p116-131. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/29338. Acesso em: 20 aug. 2025.

Issue

Vol. 12 No. 21 (2023): Dossiê: Práticas e estratégias de comunicação organizacional no cenário pandêmico (jan/jun)

Section

DOSSIÊ Práticas e estratégias de comunicação organizacional no cenário pandêmico

License

Copyright (c) 2023 Tatiana Couto, Ricardo Freitas

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