Market logic as an efficiency measure of the organization of Olinda’s Carnival

Suélen Matozo Franco and André Luiz Maranhão de Souza Leão

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2018, vol. 22, issue 5, 661-682

Abstract: Olinda’s Carnival (Mardi Gras) has become a mega-event in the last decades, proving to be an increasingly complex organization in how market logic is inserted and intensified. This diffusion of market logic in several instances of public life is a phenomenon closely associated with the premises of neoliberalism. In this sense, an important contribution is the analysis of the governmental rationality undertaken by Michel Foucault, inasmuch as his work goes back to the emergence of liberal thought and the rationality underlying it. Present study investigates how market logic is adopted in Olinda’s Carnival, based on discourse analysis as systematized by Foucault. Therefore, we analyzed the journalistic coverage of the 1986, 1996, 2006 and 2016 carnivals made by the two main Pernambuco newspapers. The 10-year gap between events was intended to enable the apprehension of substantial changes over the three decades. Our findings point to a quest for governmental efficiency on the part of the municipality, based on the homo economicus model and adopting political technologies aimed at mediating interests between market and society.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://rac.anpad.org.br/index.php/rac/article/view/1293/1310 (text/html)
https://rac.anpad.org.br/index.php/rac/article/download/1293/1310 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:abg:anprac:v:22:y:2018:i:5:1293

Access Statistics for this article

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) is currently edited by Marcelo de Souza Bispo

More articles in RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration) from ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração
Bibliographic data for series maintained by Information Technology of ANPAD ().