The Branding of Porto Maravilha: Reimagining Spaces, Memory and Culture in Post-Olympics Rio de Janeiro

Abstract

This research analyzes the recent revitalization project of a central port area in the city of Rio de Janeiro (Brazil), focusing on its branding goal of renewing the city's image as a competitive destination within contemporary global tourism practices. Chapter I presents an introduction of the subject. In Chapter II, the traditional image of Rio is investigated in order to understand what the recent rebranding efforts are trying to change. In Chapter III, the role of events in rebranding places is discussed, serving as a context for the critical discourse analysis of ArtRio, an annual arts fair that takes place in the port area. Chapter IV presents a discussion on the role of heritage and cultural landmarking in the branding of places, serving as a context for the critical discourse analysis of the African Heritage Circuit, a visitable route of the main landmarks of African diaspora in Rio's port area. In Chapter V, a conclusion is elaborated.