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ABSTRACT
The objective of this article is to verify how the concept of the ‘cordial man’ remains in the Brazilian society of the twenty-first century, through the methodology of discursive film analysis. Concepts of the cordial man are presented, coming from the social formation of Brazil, with rural and patriarchal origins. This paper presents three facets of the work, Roots of Brazil: his aversion to formalities, his hospitality to the foreigner and what he perceives for the future of this society. The advertisements shown by sponsors of the 2002, 2006, 2010 and 2014 World Cup on free-to-air television broadcasts were selected as corpus of research. The analysis included approximately 45 min of videos, including 32 television media campaigns. Through them, is shown that the concepts of the cordial man, presented by Holanda in a rural and patriarchal society, remain present, despite the urbanization and insertion of Brazil in the global context.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes
1. Gastaldo, ‘Copa do Mundo no Brasil’, 118–119.
2. Gastaldo, ‘Soccer and Media in Brazil’, 4.
3. Freitas and Rigo, ‘Discursos de uma derrota’, 114.
4. Gastaldo, ‘Um tempo para jogar’, 124–125.
5. Costa, ‘Brazilian women’s soccer in press discourse’, 37–41.
6. Toledo, ‘Dimensions of its practice’, 48–64.
7. Holanda, ‘The popularization of soccer’, 8–18.
8. Guedes and Curi, ‘The Peace game’, 162–166.
9. Kim, Andrew and Greenwell, ‘Cross-national differences’, 53–66; and Won and Kitamura, ‘Sport Consumer Motivation’, 93–105.
10. Holanda, Raízes do Brasil, 139–152, 169–188.
11. Hawley, ‘Human Ecology’, 328–337; and DiMaggio and Powell, ‘The iron cage revisited, 147–160.
12. Vanoye and Goliot-Lèté, Précis D’analyse filmique; Paiva Junior, Almeida and Guerra, ‘Conceito de Empreendedorismo Humanizado’; Amaral, Freitas and Cardoso, ‘Produção de análise fílmica’; and Isboli, Pepece and Gaiotto, ‘Filmes: um modelo para análise’.
13. See note 10 above.
14. Carvalho et. al., ‘A trajetória do Institucionalismo’, 851.
15. Zucker, ‘Institutional theories of organization’, 443–464.
16. Bronzo and Honorio, ‘Abordagens da teoria da firma’, art. 5.
17. Chanlat, ‘L’analyse sociologique des organisations’, 381–400.
18. Scott, Institutions and organizations.
19. Carvalho et. al., ‘A trajetória do Institucionalismo’, 853.
20. Ibid., 854–855.
21. Hall and Taylor, ‘The Three New Institucionalism’, 936–957.
22. Andrews, ‘Institucionalismo: uma abordagem habermasiana’.
23. Hodgson, Economia Institucionalista moderna.
24. Carvalho et. al., ‘A trajetória do Institucionalismo’, 857.
25. See note 11 above.
26. See note 11 above.
27. DiMaggio and Powell, ‘The Iron cage revisited’, 149.
28. Ibid., 76.
29. Rosa, ‘A organização surrealista’, 1–16.
30. Souza, ‘As raízes do Homem Cordial’, 343.
31. Lustosa, ‘Tirania e Humor’, 73.
32. Holanda, Raízes do Brasil, 146–147.
33. See note 31 above.
34. Rodrigues, ‘Homem cordial produto turístico’, 59–64.
35. Tavares and Quiroga, Homem cordial nas redes sociais, 110–128.
36. Holanda, Raízes do Brasil, 147.
37. See note 34 above.
38. Da Matta, Carnavais, Malandros e Heróis, p. 261.
39. See note 36 above.
40. See note 31 above.
41. See note 35 above.
42. Holanda, Raízes do Brasil, 148.
43. Rodrigues, ‘Homem cordial produto turístico’, 63.
44. See note 30 above.
45. Rodrigues, ‘Homem cordial produto turístico’, 61.
46. See note 42 above.
47. See note 45 above.
48. Holanda, Raízes do Brasil, 177.
49. Ibid, 149.
50. See note 38 above.
51. See note 42 above.
52. See note 30 above.
53. Holanda, Raízes do Brasil, 169–188.
54. See note 31 above.
55. Holanda, Raízes do Brasil, 177.
56. Ibid., 178.
57. Da Matta, Carnavais, Malandros e Heróis, 260.
58. See note 56 above.
59. Vanoye and Goliot-Lèté, Précis D’analyse filmique.
60. Isboli, Pepecce and Gaiotto, Filmes: um modelo para análise.
61. Aumont and Marie, L’ analyse dês films.
62. Rose, Pesquisa: um manual prático.
63. Andrew, Principais teorias do cinema.
64. Amaral, Freitas and Alvarenga, Produção de análise fílmica.
65. Flick, Introdução a pesquisa qualitativa.