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Abstract(s)
Esta dissertação insere-se no âmbito do Mestrado em Intercultural Studies for Business do
Instituto Superior de Contabilidade e Administração do Porto. O tema desta tese é - The
iconographic evolution of the Day of the Dead: how it is used as place branding in Mexico - e o
seu principal objetivo é demonstrar o peso e a importância que o Dia dos Mortos tem para a
comunidade local e internacional a nível económico, cultural, social e turístico.
Ao longo deste ensaio, pude demonstrar a origem e as lendas associadas a esta festividade, a
forma como este dia é celebrado e a sua preparação, bem como a evolução da sua importância
económica, cultural e turística desde a era pré-hispânica até aos dias de hoje. Além disso,
comparei o Dia dos Mortos com o Halloween, com o objetivo de demonstrar que são duas
festividades diferentes em vários aspetos, apesar de existir um conhecimento geral comum que
são semelhantes.
Por fim, devido à sua própria evolução influenciada pelo processo da globalização e da
mercantilização, foi possível observar as transformações recentes pela qual esta passou,
provocando uma mudança em como esta festa é vivida pelos habitantes locais e por quem visita
a cidade do México nesta altura.
É de referir a influência que esta celebração tem noutras culturas e a mudança religioso-cultural
que se tem sentido ao longo do tempo.
This dissertation is part of the master’s programme in Intercultural Studies for Business at the Instituto Superior de Contabilidade e Administração do Porto. The theme of this thesis is - The iconographíc evolution of the Day of the Dead: how it is used as place branding in Mexico - and its main objective is to demonstrate the weight and importance that the Day of the Dead has for the local and international community at an economic, cultural, social and tourist level. Throughout this essay, I was able to demonstrate the origin and legends associated with this festivity, the way this day is celebrated and its preparation, as well as the evolution of its economic, cultural, and tourist importance from the pre-Hispanic era to the present day. In addition, I compared the Day of the Dead with Halloween, with the aim of demonstrating that they are two different festivities in many respects, despite the common knowledge that they are similar. Finally, due to its evolution influenced by the process of globalisation and commercialisation, it was possible to observe the recent transformations it has undergone, causing a change in how this festival is experienced by locals and those who visit Mexico City at this time. It is worth mentioning the influence that this celebration has on other cultures and the religious cultural change that has taken place over time.
This dissertation is part of the master’s programme in Intercultural Studies for Business at the Instituto Superior de Contabilidade e Administração do Porto. The theme of this thesis is - The iconographíc evolution of the Day of the Dead: how it is used as place branding in Mexico - and its main objective is to demonstrate the weight and importance that the Day of the Dead has for the local and international community at an economic, cultural, social and tourist level. Throughout this essay, I was able to demonstrate the origin and legends associated with this festivity, the way this day is celebrated and its preparation, as well as the evolution of its economic, cultural, and tourist importance from the pre-Hispanic era to the present day. In addition, I compared the Day of the Dead with Halloween, with the aim of demonstrating that they are two different festivities in many respects, despite the common knowledge that they are similar. Finally, due to its evolution influenced by the process of globalisation and commercialisation, it was possible to observe the recent transformations it has undergone, causing a change in how this festival is experienced by locals and those who visit Mexico City at this time. It is worth mentioning the influence that this celebration has on other cultures and the religious cultural change that has taken place over time.
Description
Keywords
Day of the dead Indigenous Mexico Festivity Business Dia dos mortos Indígenas Negócio Festividade