From Commodification to Competitiveness of Samba Schools : A New Artist Emerges - The Carnavalesco

Abstract

The carioca carnival has established itself as the greatest spectacle on earth and has established this parameter due to the multiplicity of languages ​​it presents in various fields of manifestation: music, dance, visual arts, literature, politics and economics, among other spheres, undoubtedly constituting a party of multiple combinations. Understanding and perceiving this scenario of carnival and especially of the samba schools in Rio de Janeiro, one can see the transformation of this important popular cultural manifestation into an academic and market study object, as well as its functional and organizational structure. The structure of an organization is of great relevance for achieving pre-established objectives, which is the way in which activities are divided, organized and coordinated. These organizational processes, which the samba schools will undergo, bring to light a new model that is emerging in Brazilian economic policy in the mid-1970s, as well as the process of commodification and reframing of the carnavalesco, the artist responsible for the development of the narrative and the visual aspect of samba schools.