"Brasil, mostra tua cara" : um estudo sobre a relação entre a marca-país Brasil e as dimensões de confiança, consideradas a partir da cartografia de ações comunicacionais do Ministério do Turismo

Abstract

The present research has as focus the relations between the Brazil country brand and the different dimensions of trust, considered from a cartography of communication actions of the Brazilian Ministry of Tourism through digital technologies, during the Covid-19 pandemic. The general objective of this research is to discuss the relation between the Brazil country brand and dimensions of trust, considering from the cartographic communication actions of the Brazilian Ministry of Tourism through digital technologies, during the Covid-19 pandemic. Therefore, the specific objectives of this study are: a) present the country brand concept and establish relations with the Brazil country brand; b) present and discuss the concept of trust; c) map the communicational actions of the Ministry of Tourism in the digital technologies, during the Covid-19 pandemic; d) discuss relations of communication actions of the Ministry of Tourism with the country brand and dimensions of trust. Thereby, for the construction of this research, the following theoretical references were consulted: to contextualize the trust concept, authors as Luhmann (2000, 2017) and Terres and Santos (2010, 2011, 2013, 2015) were used; to discuss digital technologies Lévy (2010) and Monteiro (2017); to discuss tourism Baptista (2020) and Moesch and Beni (2016); recent articles to contextualize the Covid-19 pandemic were used as well. The methodological strategy chosen was the Cartography of Knowledge (BAPTISTA, 2014, 2022) associated with Rhizomatic Matrices (BAPTISTA, 2017, 2020, 2022). The Cartography of Knowledge is composed of five different investigative trails, with a plural methodological and processual orientation: `Intertwining Knots? of research, Personal Knowledge, Theoretical Knowledge, Production Plant and Intuitive Dimension of Research. In this study, it was possible to verify that communication actions of the Ministry of Tourism of Brazil, developed during the pandemic Covid-19, didn't collaborate to strengthen attributes connected with different cognitive and affective dimensions of trust on the Brazil country brand. These actions were verified regarding the narratives that circulated in the digital media ecosystem and the information recommended by WHO (2020) and UNWTO (2020a, 2020b). [resumo fornecido pelo autor]