Фестас жунинас
Если вы интересуетесь Бразилией, то наверняка уже видели — на фото или своими глазами — разноцветные флажки, развешанные на бразильских улицах. Эти флажки — атрибут фестас жунинас, которые празднуют в течение июня.
Фестас жунинас (festas juninas) по-русски и означают: июньские праздники. В эти дни чествуют трёх христианских святых: Иоанна-Крестителя (24 июня), Святого Петра (29 июня) и Святого Антония (13 июня).
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Festa Junina—June 1-30, 2021
Festa Junina, or the so-called Festa de São João holiday, is a Brazilian harvest festival, adopted from European Midsummer celebrations. This national tradition celebrates the end of the rainy seasons, the rural life, and the beginning of harvest. Brazilians celebrate this unique festival for the whole month of June.
History of Festa Junina
Festa Junina is an international tradition as it’s adapted from the European festival that happens during Midsummer. But the history of this festival dates back to the colonial period (1500–1822) when the Portuguese established a tradition of celebrating the nativity of St. John the Baptist.
Talking about Brazil, the Festa Junina holiday plays an important role in Latin American culture, and it is celebrated during the month of June nationwide. Not only does this festival commemorate Catholic priests like Saint Anthony, Saint John, and Saint Peter, but it also celebrates rural life and its traditions. With the aim of expressing gratitude for the rain, participants wear rural-themed clothes, dance quadrilha, and create bonfires. All in all, it is all about the agricultural nature of the holiday.
Thousands of common people gather together to express appreciation to Saint John the Baptist on the special date, the night of 23 June in the city of Porto, the north of Portugal.
Traditions of Festa Junina
As long as the Festa Junina festival honors rural life, it’s no wonder that rural farmers, known as caipiras, organize and celebrate it. Rural citizens value, respect, and follow traditions of this huge annual feast.
Create a large bonfire: As a symbol and traditional element of the festival, creating a bonfire is a must. Since fire symbolizes various aspects of lifespan, it’s no wonder that people use bonfires at the beginning of the harvest. People always gather around the bonfire, so this tradition plays a great role in the importance of the Festa Junina festival.
Enjoy typical Brazilian cuisine: Festa Junina celebrates rural traditions, so it goes without saying that people eat typical Brazilian cuisine (pamonha and canjica) and drink quentão, a traditional apple-cinnamon Brazilian cocktail. The majority of meals are made with corn, but rice pudding is also considered to be a typical meal to see on the Festa Junina menu.
Dance the quadrilha: During the festival, people dance Brazilian folk dance, quadrilha. It’s a type of traditional street dance that gained in popularity during the 19th century. The origin of quadrilha has roots in France, but Brazilian adaptations are more complex. Today, it’s a performance that tells the story and includes up to 30 dressed-up performers. However, common people also take part in dancing.
Wear traditional clothes: Theme costumes help to create the festive atmosphere, so the majority of people wear traditional clothes during the festival. To get a better picture of traditional costumes for Festa Junina, think about the Western style and its denim overalls, shorts, and checkered shirts. In short, it’s typical for people to dress up like farmers.
Although Festa Junina is all about the rural life, modern people use social media platforms to capture the moments and share their experience online. For marketers, this is an opportunity to reach potential customers and interact with them.
Marketing Activities for Festa Junina
Facebook, Instagram, and Twitter are the most common social media platforms for running your marketing campaign around Festa Junina. It can be difficult to find a lot of information about marketing activities for this holiday, so we’ve gathered the best ideas for you.
Decor your logo with a bonfire: Brazilians honor their customs and traditions, so it’s important to make Festa Junina a part of your social media campaign even if you don’t have much time or budget. And the easiest way to recognize the festival is to add a bonfire on your logo, a symbol of Festa Junina.
Make up holiday-related slogans: Another opportunity to celebrate Festa Junina without putting much effort is to create slogans that represent the importance of rural life and local traditions. If you’re creative enough to make up a slogan around your brand name, it can help you build brand awareness.
Post greetings or quotes: People celebrate Festa Junina during the month of June each year, so there’s no doubt that the festival is important to people. To keep up with trending topics and satisfy your target audience, you need to share at least one post dedicated to the topic. The easiest way to create posts for social media is to choose festive pictures and put your text greeting on these images.
Promote your meal specials: Festa Junina attracts millions of people each year, so restaurants and cafes take part in the event. If you’re working in the restaurant industry, it’s a great idea to develop specials, dedicated to Festa Junina. Whether you choose to add new dishes, decorate the place, or change the look of the menu, keep it close to Festa Junina theme.
Offer time-limited deals: People spend big money during the period of festival, so offering a time-limited deal is a great way to show your customers that you take care of them and respect their traditions.
Connect with attendees: Ask Brazilians and you will find out that the majority of them share their thoughts and emotions on social media during Festa Junina. Since customers crave in-person connections with brands, you can slide into direct messages to discover the trending topic and show your care.
Share festival photos: Social media platforms are about visual content and people love browsing photo albums, so upload festival photos. If you’re lucky to know people in the photos, you can tag them to grab their attention and increase organic reach. You can also check relevant hashtags to find more photos from common people and ask them for permission to use their photos on your account. All in all, user-generated content improves brand trust.
Organize a festive quiz: Festa Junina has a great history and a variety of traditions, so it can be interesting for people to test their knowledge. Moreover, there’s no need to invest much time or effort to organize a festive quiz, especially if you have a business profile on Instagram and use Instagram Stories for business.
Give away theme gifts: Social media contests and giveaways always attract a great number of participants as people love interactive content that gives an opportunity to get something for nothing. If you want to recognize Festa Junina, you can dedicate your giveaway to the festival and offer themed gifts as the prizes.
No matter what activity you choose, keep in mind that the Festa Junina festival is a huge party that unites people, so your social media content should bring joy and a sense of belonging to establish a long-term connection with your target audience.
СОДЕРЖАНИЕ
Происхождение и история
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Традиции
В Бразилии фестиваль в основном проводят сельские фермеры, известные как каипирас или матутос. Мужчины одеваются как фермерские мальчики в больших соломенных шляпах, а женщины носят косички, веснушки, накрашенные щели между зубами и платья в красную клетку.
На фестивале Festa Juninas представлено много игр, ориентированных на детей, особенно на фестивалях, проводимых в школах, которые служат для сбора средств.
Победители этих игр часто получают разные призы, обычно игрушки или еду.
Современная критика
Сегодня праздники Сан-Жуана чрезвычайно популярны в крупнейших городах Бразилии. Наличие фестиваля, посвященного сельской жизни в городской среде, выявило современные стереотипы кайпир. Жители больших городов считают, что сельские фермеры менее образованы и не могут нормально общаться. Это часто отражается в карикатурах на кайпир, которые преподают детям в бразильских школах, которым говорят использовать неправильную грамматику и вести себя глупо во время фестиваля. Обеспокоенность меняющимся значением фестиваля также отражает растущую «карнавализацию» традиции. Фестиваль представляет собой не религиозный акцент, а массовое собрание бразильцев и туристов с большими концертами в крупных городах.
СОДЕРЖАНИЕ
Происхождение и история
Традиции
В Бразилии фестиваль в основном проводят сельские фермеры, известные как каипирас или матутос. Мужчины одеваются как фермерские мальчики в больших соломенных шляпах, а женщины носят косички, веснушки, накрашенные щели между зубами и платья в красную клетку.
На фестивале Festa Juninas представлено много игр, ориентированных на детей, особенно на фестивалях, проводимых в школах, которые служат для сбора средств.
Победители этих игр часто получают разные призы, обычно игрушки или еду.
Современная критика
Сегодня праздники Сан-Жуана чрезвычайно популярны в крупнейших городах Бразилии. Наличие фестиваля, посвященного сельской жизни в городской среде, выявило современные стереотипы кайпир. Жители больших городов считают, что сельские фермеры менее образованы и не могут нормально общаться. Это часто отражается в карикатурах на кайпир, которые преподают детям в бразильских школах, которым говорят использовать неправильную грамматику и вести себя глупо во время фестиваля. Обеспокоенность меняющимся значением фестиваля также отражает растущую «карнавализацию» традиции. Фестиваль представляет собой не религиозный акцент, а массовое собрание бразильцев и туристов с большими концертами в крупных городах.
Celebrating The Brazilian Harvest With Festa Junina
The Brazilian Festa Junina, which dates back to Portuguese colonization, commemorates Saint Anthony, Saint John and Saint Peter and marks the end of summer and the beginning of the harvest. Sarine Arslanian details the various ways in which each region of Brazil celebrates this event, from traditional dances to colorful costumes.
Festa Junina
Festa Junina is the term used to describe the traditional festivities that happen at the beginning of the Brazilian winter in June. It is a month to commemorate some of the most famous saints for Catholics; namely Saint Anthony, Saint John the Baptist and Saint Peter. It is also a month to honor rain, the harvest season and marital union. Visitors celebrate from mid-June until the end of July and in some cities, festivities even continue until late August. Those attending will be treated to typical Brazilian food, will dress up like farmers, enjoy bonfires and dance the quadrilha. After Carnival, it is the second most important popular celebration in Brazilian culture.
The Origins
Festa Junina’s origins date back to Portuguese colonization, and the holiday has developed over time to incorporate Brazilian cultural elements. The culture of indigenous populations, Afro-Brazilians and European immigrants has all influenced how the festivities are held in different regions in Brazil. First originating in the countryside, where most religious people lived and where they relied more on rain for their agriculture, the festivities quickly spread to larger cities all around the country. Every region has its own way of celebrating, but the most impressive festivities and dances take place in the North East.
Typical Cuisine
As June is the month when corn crops are harvested, the majority of sweet and savory snacks and cakes are made of corn. A few popular examples include pamonha, canjica, corn on the cob and corn cakes. In addition, rice pudding, the Brazilian version of mulled wine, sweet potatoes and much more are also included on the Festa Junina menu.
Typical Dances
Quadrilha folk dances are a vital component of Festa Junina. Dances involve up to 30 colorfully dressed performers, while a chosen ‘bride and groom’ act as the center of the spectacle. Inspiration is taken from the 17th century French quadrilles, a type of traditional square dance, while the Brazilian adaptations are considerably more complex. Before the actual dance starts, a theater performance tells the story of a single man who is pressured into marrying a girl that is carrying his child. Everyone participates by singing traditional songs, including the lovers’ families, the police, the priests and everyone who comes from their ‘village’. Vibrant and highly convivial, these jovial dances are without a doubt the highlight of the Festa Junina.
Every year, national, regional and local quadrilha dance competitions are held all around the country:
Luis Gonzaga, locally known as ‘o rei do Baião’, is still a very popular artist and it is his songs that get played the most during Festa Juninas. Typical instruments include the triangle and the accordion.
A Luis Gonzaga quadrilha set for the Festa Juninas:
Traditional Clothing
The typical clothes worn at the Festa Junina are inspired by vintage rural fashion as the themes of harvest and rain are central to the festivities. Young men wear shorts with braces, while women put their hair up in ponytails, wear checkered dresses and paint freckles on their faces.
In the Northeast of Brazil
Even though the festivities are held all around the country, it is in the Northeast that they are the most popular and impressive. The month of June is when people give thanks to the three catholic saints; Santo Antônio on the 13th, São João on the 24th and São Pedro on the 29th. As droughts are a serious issue in the region, ‘nordestinos’ celebrate the rain which is essential to their agriculture. Groups of people, called ‘festeiros’, come together to animate the streets, walking and singing across the cities.
The biggest and most impressive Festa Junina celebrations happen in the state of Paraiba, in the city Campina Grande, and in the state of Pernambuco, in the city of Caruaru, each of which gather millions of visitors every year. The state of Bahia is quite famous too for its festivities; thousands of tourists flock here every year to attend the São João celebrations, with most of the visitors going to the ones in Porto Seguro.
Moreover, in the state of Maranhão, they celebrate the Festa Junina with different variations – known as ‘Sotaques’ – of the Bumba-meu-Boi. The Bumba-meu-Boi dance is performed by a colorful troupe of performers. The spectacular costumes and dances alone are worth the detour to Maranhão, and the echo of the music on the colonial streets makes the experience even more magical. Like the other Festa Junina folk dances, Bumba-meu-Boi also serve a narrative function. Performers tell the story of a slave who is left by a plantation owner to care for his bull which then dies and is later revived. A black velvet bull costume embellished with sequins and ribbon is worn by one of the dancers during the spectacle.
Bumba-meu-Boi in São Luis:
In the Southeast of Brazil
People in the Southeast of the country are known for the events organised by the local community of businesses, churches and colleges. Festivities hold clear similarities to those in the rest of the country, as individuals run various stands with either food or games and quadrilha dances are enacted to entertain visitors.
The Bonfire
The bonfire is also a traditional element expected at every Festa Junina. The ritual of gathering around a large flame derives from pagan tradition, as this custom is practiced to commemorate the summer solstice in the northern hemisphere each year. June can be a cold month, especially in the South, and by congregating around the warmth of the fire, the festival’s focus on community building is further emphasized.
