Aspects of Folkmarketing at Festa de Nossa Senhora da Achiropita (SP) in times of the Covid-19 pandemic

Abstract

The Italian festival Our Lady of Achiropita, a historical-cultural, religious and gastronomic event celebrated annually in the neighborhood of Bixiga (São Paulo-SP), is a voluntary action to raise funds for the support of people in social vulnerability. The study aims to identify communication strategies used by the Special Edition - 94th of the festival in 2020 in the face of the health crisis caused by Covid-19. This is theoretical research, an integrative bibliographic review in which were used websites, social networks, and printed documents about the phenomenon studied. The results show that in overcoming social isolation, e-commerce contributed to the implementation of the event. It is considered, therefore, that the proposals of commercialization, above all from a folkcommunicational perspective, and mainly from folkmarketing, allowed the preservation of religious and culinary heritage with its multiple cultural and symbolic expressions that were incorporated into the reality of São Paulo from migratory movements, registered in communication networks and folkcommunication that recreated the gastronomic marks of the party.