Vem pra rua: análise do VT que se tornou lema das manifestações de 2013

Abstract

The presented work attempts to analyse, through the method of content analysis, how Fiat dealt with the fact of the title of its VT having been appropriated by protesters in 2013. It has the purpose to analyse if there was a change in relation to the positioning of the company in its subsequent VT's and to understand what were the strategies utilized by the company in each one of its VT's. Finally, the analysis shows that, in a first moment, the positioning is kept, however, it is elaborated though a new strategy; it also shows that, in a second moment, the positioning is altered and that only the theme "street" is kept.