From “sun and beach” to “silicon island”: media narrative in the promotion of Florianópolis (1975-2020)

Abstract

“Island of magic”, “Capital of quality of life”, “Silicon Island”. Through speeches and images, several narratives were formed and are responsible for seeing and saying Florianópolis. Based on the argument that space participates in the discursive production of the city, the objective of this article is to understand how narratives that build the current Florianópolis were undertaken and modified between 1975 and 2020. As a methodological procedure, the analysis of documents published in local newspapers, magazines and tourist guides was used, which allow inferring the discourses disseminated by local hegemonic agents. Florianópolis was initially a tourist city and went through a period of promotion of elite tourism. It reached the 21st century with a tourist promotion converging with a more complex city marketing strategy, which started to attract investments from the creative industry and technology sectors, in addition to new residents with high purchasing power.

Keywords:
Florianópolis; Discursive production; Media narratives; Tourist city; City marketing; Tourism; Touristic promotion