O espetáculo não pode parar: reinvenção do profissional de evento a partir do novo normal

Abstract

The objective of this work is to understand the process of reinvention of professionals in the event area, the new ways of working and, above all, the labor guarantees and regularizations, arising from the Covid-19 pandemic. The entertainment and culture sector in Brazil was intensively impacted by the lockdown, in view of this, the events segment tried to reinvent itself and invest in new modalities of services in a virtual way. In the literature review, the focus on advertising related to entertainment stands out, having as main references Covaleski (2011), Giacaglia (2001), and Coelho (2016). The research includes exploratory objectives and a double approach: quantitative - through online questionnaires with professionals in the area and qualitative - through in-depth interviews with live marketing entrepreneurs, event organizers. As it deals with the analysis of a professional category, it is believed that this study will bring several contributions and will expand the understanding of the real situation, as well as practical solutions and surveys of future demands for the regularization of the profession.