The Managed Buceta: (Un)Intended Entrepreneurialism in Rio de Janeiro, Brazil (North American Society for the Sociology of Sport Conference)

Abstract

On May 15, 2013, the famous Brazilian ex-futebol (football) player, Romário de Souza Faria declared on national television that: “O Brasil abriu as pernas para a FIFA [Brazil has opened its legs to FIFA]” (https://youtu.be/E-o54JOaenk). With federal and municipal law rewritten to privatize profit and socialize debt, the Amazon Rainforest (the lungs of Latin America) ransacked for a now vacant 40,000-seat stadium and 20,000 families with notice of eviction, his comment is hard to refute. Brazil indeed opened for business, with the new president/CEO named FIFA/the IOC. With little trepidation evident in his remark, the “opening” of the nation to two international sport conglomerates (and the violence both soon occasioned) was recognized as consensual, deliberate, even sophisticated. These were the entrepreneurial strategies of urban elites driven by visions of grandiose accumulation and capitalist expansion. In the collection of ethnographic data, I remained attentive to similarities shared between women, chastised for their (sexual) entrepreneurialism, and the entrepreneurial men that now work for FIFA/the IOC. In this paper I share a snapshot-analysis of relevant data to demonstrate the unintended impacts of event-led development on local entrepreneurialism and transnational economies of desire.

Citation: De Lisio, A. (November 2016). “The Managed Buceta: (Un)Intended Entrepreneurialism in Rio de Janeiro, Brazil”. Presented at the North American Society for the Sociology of Sport Conference in Tampa Bay, USA.