摘要：Our goal was to analyze the discourses of a sports marketing campaign on the internet. The corpus of analysis consisted: a) informations about the project; b) the manifest; c) the documentary; d) and 13 comments from internauts. The methody was based on Discourses Analysis. The theme of campaign is overcoming the difficulties in sport, in art and in life. We found an interrelationship between cultural and economic elements, an association between hip hop culture, sports marketing and consumption. However, the interlocutors produced various and diverging types of responses.
关键词：Culture. Hip hop. Marketing. Internet.;Cultura. Hip hop. Marketing. Internet.;Cultura. Hip hop. Marketing. Internet.
