Between the Enigma of the City and the Digital Feed: The Brecholeiras Fair and the Urban Territory of Madureira
Madureira is one of the most vibrant neighbourhoods in the suburbs of Rio de Janeiro. As a site of creative street occupations, Madureira emerges as both a tangible and imagined space, interwoven with memories, affections, and everyday practices that reinvent its streets, squares, and viaducts, such...
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| Pubblicato in: | URI:https://journals.openedition.org/cs, |
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| Autori principali: | , , |
| Natura: | Article ou chapitre numérique |
| Lingua: | Anglais |
| Pubblicazione: |
Comunicação e sociedade
2026
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| Soggetti: | |
| Accesso online: | Accès Université d'Orléans et IFPM |
| Riassunto: | Madureira is one of the most vibrant neighbourhoods in the suburbs of Rio de Janeiro. As a site of creative street occupations, Madureira emerges as both a tangible and imagined space, interwoven with memories, affections, and everyday practices that reinvent its streets, squares, and viaducts, such as Negrão de Lima, considered the main access route to the neighbourhood. On Saturdays, the low-lying areas of this space transform into the Feira das Brecholeiras (Brecholeiras Fair), an event selling new and second-hand items at attractive prices. This article examines the strong connection between the fair and Madureira, regarded as the symbolic heart of the Carioca suburbs. The relationship is explored through the analysis of posts, reels, and stories published between 29 July and 31 August 2025 on the official event channels: two Facebook pages (Brecholeiras and Brecholeiras – CUFA Madureira/RJ Vitrine Virtual) and an Instagram profile (@brecholeirasoficial). Selected YouTube content from other channels was also analysed, given its role in promoting both the event and the urban territory of Madureira. The study combined a bibliographic survey with narrative analysis, focusing on the construction and representation of Madureira’s everyday life in the analysed posts. The aim was to identify narratives that highlight the connection between the event and the neighbourhood, revealing how each promotes the other in their everyday experiences. In conclusion, the findings demonstrate narratives that expose the link between the Feira das Brecholeiras and Madureira, showing that both mutually promote and complement one another. |
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