Abstract

This paper considers the bravura reinvention of Rio as an aspiring global city in the run up to Olympics. Carlos Saldanha’s Rio (2011), conceived in the heat of Brazil’s euphoric economic period when the city was the first in South America to be selected by the International Olympic Committee for the 2016 Games, shares with a number of media campaigns a cinematic redeployment of Rio designed to change negative images of the city. The film’s seemingly simplistic basic plot and themes are also seen to incorporate global subject matter and to reference media initiatives related to the US Good Neighbour Policy intended to create an aura of integration and a positive urban imaginary for Rio, this time as a welcoming emerging global power.

Presenters

Else R. P. Vieira
Professor of Brazilian and Comparative Latin American Sudies, Modern Languages and Cultures, Queen Mary University of London, United Kingdom

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Society and Culture

KEYWORDS

Rio; Global City; Media Campaign

Digital Media

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