The spectacle of non-violence: deactivating territorial stigmatization in favela representations in the Rio 2016 Summer Olympic opening ceremonies

Sport Mega-Events (SMEs) have been widely used as opportunities to promote and (re)brand host cities to domestic and international audiences. Perhaps unsurprisingly, therefore, marginalized or stigmatized urban places do not feature heavily in urban representations during SME opening ceremonies despite the complex relationship between SMEs, redevelopment and urban marginality. However, the 2016 Olympic Games in Rio de Janeiro marked a departure from this trend. While the Brazilian Olympic Committee (BOC) aimed to present the city as vibrant, colorful and safe, they also incorporated marginalized urban spaces – the city’s favelas – into event-related promotions. We introduce the concept of deactivation to analyse the representations of favelas during the Rio 2016 Opening Ceremony. We suggest that the complexity of urban marginality and territorial stigmatization is erased through cultural representations that foreground empowerment and challenges to socio-spatial stigmas. In doing so, the favela is (re)imagined as a romanticized spectacle for external consumption that works to make them legible for capital accumulation, pacification, and the displacement of their inhabitants.