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- W2304112819 abstract "In the months leading up to the 2006 World Cup in Germany, the Nike corporation sponsored a series of worldwide parties designed to launch its new campaign “Joga Bonito” (“Play Beautiful”). In a nutshell, its goal was to connect Nike’s name brand to the “Brazilian” style of playing football and its sponsored footballers (at the time, Ronaldo and Robinho). One of the key features of these marketing events was the exhibition of the documentary Ginga: The Soul of the Brazilian Football (2005), a partnership between Nike and the O2 Filmes production company.2 This documentary, which chronicles the life of eight emerging and professional footballers from Brazil, asserts that ginga is an intrinsic part of Brazilian cultural identity. Juxtaposing scenes of Brazilians dancing samba, playing capoeira, and playing soccer, the irreverent documentary revisits Gilberto Freyre’s 1930s argument that the bodily swing — i.e. the ginga — present in Afro-Brazilian practices such as samba and capoeira have “contaminated” that European recreation in Brazil, transforming the Apollonian sport into a Dionysian dance or “foot-ball mulato” (see the Introduction)." @default.
- W2304112819 created "2016-06-24" @default.
- W2304112819 creator A5026963848 @default.
- W2304112819 date "2015-01-01" @default.
- W2304112819 modified "2023-09-24" @default.
- W2304112819 title "Decoding the Ginga Aesthetic" @default.
- W2304112819 doi "https://doi.org/10.1057/9781137462275_2" @default.
- W2304112819 hasPublicationYear "2015" @default.
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