Learning Carnaval: enhancing the audience experience through education and communication

Abstract

Carnaval is one of the most emblematic cultural expressions in Brazil, and in Rio de Janeiro, it achieves global prominence, standing out for its grandeur, as well as its economic and symbolic significance. This study investigated how communication strategies can be developed to enhance public knowledge and enrich the experience of those attending the samba school parades of the Special Group at the Marquês de Sapucaí Sambadrome. The research, based on interviews with spectators and individuals interested in the event, revealed significant gaps in current communication approaches, highlighting the need for more effective strategies to strengthen the connection with target audiences. Opportunities were also identified to improve interaction and engagement, fostering a deeper understanding of the spectacle. More targeted and assertive communication can benefit event organizers, samba schools managers, and involved companies by attracting new audiences and renewing interest in the event. The study reinforces the importance of strengthening the relationship with the public to broaden knowledge about Carnaval, recognized as one of Brazil’s greatest cultural and intangible heritages. Thus, it is hoped that its richness and significance will be fully appreciated by diverse and global audiences.