Descrição
In the last three decades, it was noticed that the traditional bonfire festivals that happen in the home and its surroundings have become commoditized and megatouristified events. In this paper, it is analyzed the process of spectacularization of June festivities in private space in the cities of Amargosa and Cruz das Almas, where festivities take place in arenas very well known in the State of Bahia, held in farms near urban areas. This kind of event is seen as a business opportunity for the promoters and the breweries involved and as a form of reinvented entertainment in June festive period for thousands of young people from several regions of the state territory and the state capital.||Nas três últimas décadas notou-se que as tradicionais festas juninas que aconteciam nas residências e em seu entorno se transformaram em megaeventos mercantilizados e turistificados. No presente trabalho, analisa-se o processo de espetacularização das festas juninas em espaço privados nos municípios de Amargosa e Cruz das Almas, onde ocorrem eventos festivos de arena muito conhecidos no território baiano, realizados em fazendas próximas às áreas urbanas. Essa modalidade de eventos é vista como uma oportunidade de negócios para seus promotores e as cervejarias envolvidas e como uma forma de lazer festivo reinventado no período junino para milhares de jovens de várias regiões do território baiano e da capital do estado.
Abstract
THE PROMOTION OF BIG PARTIES DURING THE JUNE FESTIVITIES IN PRIVATE ARENAS IN RECONCAVO REGION: AN ANALYTICAL ASSESSMENT
In the last three decades, it was noticed that the traditional bonfire festivals that happen in the home and its surroundings have become commoditized and megatouristified events. In this paper, it is analyzed the process of spectacularization of June festivities in private space in the cities of Amargosa and Cruz das Almas, where festivities take place in arenas very well known in the State of Bahia, held in farms near urban areas. This kind of event is seen as a business opportunity for the promoters and the breweries involved and as a form of reinvented entertainment in June festive period for thousands of young people from several regions of the state territory and the state capital.
