O presente artigo aborda o mega evento cultural e turístico do “O Maior São João do Mundo”, realizado na cidade de Campina Grande, na Paraíba, no Nordeste do Brasil. O foco central consiste em analisar o discurso organizacional no contexto do folkmarketing. O discurso que denominamos folkmarketing éedificado pelas empresas públicas e privadas, a través da apropriação do universo simbólico da festa junina, objetivo mercadológico e institucional, na condição de gestoras e patrocinadoras do mesmo. Na pesquisa utiliza-se o método de análise de discurso, da Escola Francesa, e suas especificidades conceituais. Analisamos o cartão telefônico que materializa os discursos organizacionais no âmbito do folkmarketing.
The present study approaches the cultural and touristic mega event of the “Greatest São João of the World”, carried out in Campina Grande city, in Paraíba, in the Northeast of Brazil. The central focus consists of analyzing the organizational speech in the context of folkmarketing. The speech that we call folkmarketing is built by the public and private companies, through the symbolic universe appropriation of the “Junina party”, marketing and institutional objective, in the condition of managers and sponsors of it. By the point of view of communication, the organizations can be understood as a space of exchanges and places of speech in conditions of differentiated production. In the research it’s used the method of speech analysis, from the French School, and its conceptual specifities. Considering the images, scenes and packings that materialize the organizational speeches in the scope of folkmarketing.
