Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-02-17T17:10:23Z No. of bitstreams: 1 christianebarapaschoalino.pdf: 46990777 bytes, checksum: 971890732a562febc4924700940b2b0f (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-02-26T13:12:39Z (GMT) No. of bitstreams: 1 christianebarapaschoalino.pdf: 46990777 bytes, checksum: 971890732a562febc4924700940b2b0f (MD5) / Made available in DSpace on 2016-02-26T13:12:39Z (GMT). No. of bitstreams: 1 christianebarapaschoalino.pdf: 46990777 bytes, checksum: 971890732a562febc4924700940b2b0f (MD5) Previous issue date: 2014-03-12 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Trata o trabalho da busca pela constatação de possíveis mudanças na identidade da Seleção Brasileira e sobre quais elementos que possam, a princípio, ter contribuído para essa transformação. A partir de dois conceitos clássicos de Nelson Rodrigues, “Pátria de Chuteiras” e “Complexo de Vira-Latas”, que serviram como categorias em nossa pesquisa, buscamos os “novos” olhares de torcedores e da mídia sobre a Seleção Brasileira. O marketing esportivo tem alguma participação nessa “nova” identidade? A globalização, o número expressivo de grandes jogadores do país atuando no exterior, a postura do patrocinador principal (Nike) nas decisões da CBF, provocaram algum distanciamento da mídia e do torcedor? Para responder a essas questões, realizamos, antes da Copa das Confederações, sediada no Brasil em 2013, uma pesquisa com torcedores e, também, analisamos, durante seis meses, as colunas de três cronistas esportivos para avaliar se a pátria ainda está de chuteiras ou se o que ainda impera nesses olhares é o nosso “Complexo de Vira-Latas”. / Through this study, we intend to identify possible changes in the Brazilian national soccer team’s identity and also to find which elements have contributed to this transformation. We are seeking for new perspectives from both the fans and the media regarding the Brazilian team. In order to achieve that, we will make use of two classical concepts proposed by Nelson Rodrigues. The first one is known as “'the nation in soccer shoes'”, a feeling which all Brazilians fans feel when the national team wins, and the second, “the mongrel complex”, a sense of inferiority felt when de national soccer team loses. Both of the concepts will be used as categories for our research. Can the sports marketing be blamed for this “new” identity? Did the globalization process; the significant number of Brazilian soccer stars playing overseas; the posture of the main sponsor (Nike) over the Brazilian Soccer Confederation (CBF)’s decisions, instigate some type of detachment from the media and fans? In order to answer these questions, a survey was applied to the fans, before the Confederation Cup held in Brazil in 2013, and, in addition to that, the columns of three sportswriters were analyzed over six months to evaluate if the nation is still in “soccer shoes” or if it means that our “mongrel complex” still prevails?