Branding Brazil: The UK Media

Analytical Methods: Media from six mainstream newspapers used (The Guardian, The Independent, The Times, The Daily Telegraph, The Observer, The Sunday Telegraph, The Sunday Times) Media divided into five specific timeframes (2009, 2015, 2016 pre-Games, 2016 during Games, 2016 post-Games) Searches run via LexisNexis – featuring keywords such as ‘Rio 2016 & creative’, ‘Rio 2016 & cultural’, ‘Rio 2016 & culture’

Overall: A clear focus on social issues, with the media then prioritising the image of Rio de Janeiro and Brazil Cultural impact as presented in the press falls behind physical/environmental issues

Again, social impact the most frequently seen in this timescale However, secondary themes were more likely to focus on cultural impact than main themes Suggestion that cultural impact of Rio 2016 has taken a back seat

2009 – a Focus on (Improving?) Rio’s Image Key quotation: ‘Rio's governor, Sergio Cabral, says residents stand to “gain more metro lines, more trains, more sewage treatment, more in terms of the environment, social services, in terms of sport and culture. The legacy for the city and the state will be extraordinary.”’ The Guardian, October 02, 2009

2015 – The Environment and Social Issues Key quotations: ‘Crime, water pollution and favela “pacification”’ presented as detrimental to a positive view of the Games. The Daily Telegraph, August 05, 2015 ‘These Games will leave no legacy for the favelas […]The 17-storey high-rises will contain 3,600 apartments that will be sold on after the Games under the telling moniker of "Pure Island". They will start at around £500,000 when the average annual income in Vasco is closer to £500.’ The Independent, August 05, 2015.

2016: Pre-Games – Social Issues Key quotation: ‘More than 75 visitors have been victims of crime, mainly theft and robbery, since the Olympic village opened. More than a third involved a weapon. However, this is a country with deep social problems and where a former Inter Milan megastar, Adriano, is now reportedly fraternising with the Red Command, a gun-toting protection gang from one of Rio's toughest favelas. More than 2,000 murders in the first five months of the year paint a picture of casual violence’ The Times, August 04, 2016

2016 Games Time: Rio and Culture Key quotation: 'Music and dance, the life blood of the Brazilian poor, were the means of representing increasing tensions across the world […] The development of the city and urban culture was told through parkour groups jumping across buildings projected across the pitch […] The last out were the hosts themselves, a joyous, swaying mass of Brazilian youth bouncing about to the bossa nova. And did the locals love that. Light that flame. Let's start this party.‘ The Independent, August 06, 2016

2016 Post-Games: Issues of Image Key quotation: There is ostentatious wastage everywhere. A restaurant even needed to be set up to redirect vast quantities of excess food from the Olympic Village to those who truly need it, out in the Rio slums. This was the noble brainchild of Italian chef Massimo Bottura […] Rio 2016 has stood as a decisive rebuke to jeremiads who had feared a crime-ridden, mosquito-plagued catastrophe. Perhaps the Brazilian saying that there is always a jeito - a means of making things work - is true after all. The Daily Telegraph, August 23, 2016

Attitude towards secondary theme more frequently negative Secondary theme more frequently linked to social issues

Activity Mentioned in Article

Preliminary Conclusions Focus more on social issues Significant qualitative data which details both improvements concerning Rio’s image, but also issues with urban violence Social issues present in British media during all timeframes, whether as a main focus or secondary Cultural association of Brazil and Rio specifically with partying and dance – no significant attention paid to culture outside of Games time