É xote, baião, milho verde, é São João em Campina”: histórias de tradições e modernização da festa junina na última década.

Abstract

São João de Campina Grande is one of the largest June festivals in the world and has a rich and interesting history. The festival began in 1983, when Mayor Ronaldo Cunha Lima decided to create an event to celebrate the northeastern June festival culture. Since then, São João de Campina Grande has grown and modernized, becoming an internationally renowned event. Over the years, the event has undergone many changes, but in the last 10 years we have been able to see several modernization processes. The festival space was expanded and underwent changes in its layout, in addition to receiving new attractions and activities for visitors. The number of attendees has also increased significantly, with people from all over the world coming to participate in the festival. In 2022, São João de Campina Grande was recognized by the Ranking Brasil Institute as the largest June festival in the country. Furthermore, the festival, like all cultures, has been affected by the globalization process, which has increasingly led to variations in its programming, adopting different musical styles, with shows by local and national artists, square dance performances, typical foods and much more. Furthermore, the media, which is one of the main drivers of the festival, has increasingly found ways to become accessible and provide information quickly, also thanks to the processes of globalization and modernization of digital media. The event is held at Parque do Povo, which is decorated with colorful flags, a scenic city depicting tourist attractions and other themed decorations. The festival has a strong political influence, traditionally being a showcase for local politicians.