The Bandeirante's mythology on the advertisement of the IV Centenary of São Paulo: construction on appropriation of a folk imaginary?

• Grant number: 12/24686-6
• Support type: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): April 01, 2013
• Effective date (End): March 31, 2014
• Field of knowledge: Applied Social Sciences - Communications
• Principal Investigator: Helouise Lima Costa
• Grantee: Leonardo da Silva Vieira
• Home Institution: Museu de Arte Contemporânea (MAC). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

In January 2012, the Museum of Contemporary Art of the University of São Paulo partially opened its new headquarters in the ancient Agriculture Pavilion. Oscar Niemeyer made the building project and it was built at Ibirapuera Park. This major urban park was entirely conceived to celebrate the forth centenary of São Paulo city in 1954. The museum staff intends to highlight the building both in the historical context it was created as well as a landmark in Modern Brazilian Architecture. This Undergraduate Research Plan is linked to the project entitled From Agriculture Pavilion to New Museum of Contemporary Art Headquarters: the history of a landmark building in Modern Architecture in São Paulo under the supervision of Professor Helouise Costa. It will attempt to investigate the advertisements from public and private companies as symbolic elements of in the framework of the forth centenary of São Paulo city. These advertisements will be considered key elements to reveal the mythology around the meaning of being "paulista". (AU)