| dc.description.abstract | This dissertation provides a review of the historical relationship between football and Cultural Industry in Brazil focusing on the presence of the Globo Television Network as main exhibitor on Free-to-air TV of the Brazilian Soccer Championship. Analyzes the Globo's relationship with sports broadcasts, with the historical links the Union Cup 1987, the Brazilian Championship in 1997 and the negotiation for the media rights of the Brazilian Championship since 2012. The latter negotiations receive a greater emphasis because they represent a significant change in the process of constitution of the letter of invitation to bidding on behalf of the acting Council for Economic Defense (CADE), the main body of the Brazilian System of Competition Defense establishing a Term Cessation of Conduct to prevent anti-competitive clauses in contracts heretofore existing between Globo and the 13 Club, after a process begun in 1997. This new model results in the decentralization of negotiations, it is considered detrimental to this market. This research uses the theoretical and methodological axis of Political Economy of Communication, through authors like Bolaño (2000; 2004; 2005; 2008), Brittos (2001; 2004; 2005; 2010; 2011) and Mosco (1999; 2009), as well as authors from other theoretical perspectives, as such, Bourdieu (1983; 1996), Marques (2011), Damo (2006; 2011), Hobsbawm (1984), Franco Júnior (2007; 2010) and Wisnik (2008), for analyze the development and ownership of football as merchandise, mostly from the Cultural Industry in order to understand the current way of expanding commercialization of the sport, with a strong presence of audiovisual row as one of its sponsors. The methodological procedures taken as reference for analyzing the empirical object: documents provided by the agencies of the Brazilian System of Competition Defense; news, especially of Placar, Folha de S. Paulo, IG and Globoesporte.com, who treated on the subject; and reports of professionals involved in the case. The process that was attended by a state agency discussing the Free-to-air TV market in Brazil ended as a great example of the existence of market barriers, especially the political-institutional, built by the leader of the oligopoly, the Globo Television Network. | en |
