O Maior São João do Mundo, de Campina Grande – PB e as concepções de desenvolvimento: Uma análise de conteúdo das falas de atores envolvidos em sua formação e realização

Abstract

This Dissertation aims to analyze the development of concepts present in the speeches of of actors involved planning and implementation of the event denominated „O Maior São João do Mundo‟ (MSJM) (The Greater Saint John of the World), held annually in Campina Grande / Paraiba State, Brazil. The methodology consisted of a qualitative approach, using the Content Analysis of interviews carried out with a non-random sample of actors involved in the formulation and implementation of MSJM. The clipping time selected for the research covered the period 2008/2009 relating to the administration of former City Mayor, Veneziano Vital do Rego; and 2014/2015, which concerns to the present government of Romero Rodrigues. Among the findings of the content analysis of the corpus described above we point out the following: (1) The MSJM/CG/PB emerged in a context in which it was sought an alternative to the resumption of the local decline of the cotton trade economic dynamism and of the industrial development, turning the public management for urban entrepreneurship, in a scenario in which culture becomes a commodity, mobilizing strategic planning of the event to boost local tourism, in addition to profit of becoming the event itself on a time for maintenance and achievement of political capital by the mayors and the groups that support its governments; (2) there is a predominance in the frequency of expressions indicating the arising economic growth of the event, both among municipal administrators and among non- governmental actors; (3)the social development does not appear significantly in the analyzed „corpus‟; (4) and both managements demonstrate commitment on the generation of employment and income, development of tourism and development as culture.