Livraria e Edições Folha Secacarioquidade e brasilidade na construção de uma marca na cena editorial carioca (2019-2023)

Resumo

This work aims to investigate the strategies used by Livraria e Edições Folha Seca to differentiate itself in the Rio de Janeiro editorial market. The hypothesis is that Folha Seca seeks to incorporate into its brand elements historically associated with the construction of Brazilian cultural identity in general, and Rio de Janeiro’s identity in particular, in order to present itself to the public as a space for memory and sociability. To achieve this, the investigation employs mixed research methods, focusing on the communication practices and commercial dissemination adopted by the bookstore. As a result of the research, I developed the script and production of the podcast “Folha Seca: the most carioca bookstore,” with the aim of sharing the company’s trajectory with the general public and outlining how it has managed to establish a place of academic respect and cultural visibility in the Rio de Janeiro editorial market.

Ficha do documento

Tipo

Dissertação

Ano

2024

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/36017

Palavras-chave

LivrariasLivreirosCampo literárioLivraria Folha SecaRio de JaneiroBookstoresBooksellersLiterary fieldCiências sociaisLivreiros e livrariasLivros - comércio - BrasilMarca de produtosCultura - Rio de Janeiro (RJ)