Andrade, Alice Oliveira deSantos, Thainá Trajano da Fonsêca2024-07-312024-07-312024-06-27SANTOS, Thainá Trajano da. Comunicação e gerenciamento de crise: estratégias da assessoria de Taylor Swift na The Eras Tour Brasil. 2024. 118 f. Trabalho de Conclusão de Curso (Graduação em Jornalismo) – Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2024.https://repositorio.ufrn.br/handle/123456789/58918This research intends to investigate the communication strategies of how the image crisis of the american singer Taylor Swift was managed during her journey in Brazil with “The Eras Tour”. On that occasion, Ana Clara Benevides died of heat exhaustion that led to a cardiorespiratory arrest during the first concert. Seeing these terms, this study has literature review (Gil, 2008), case study (Yin, 2001) and content analysis (Bardin, 1977) as methodology to critically identify, analyze and categorize the adopted communication strategies during the public image crisis, contextualizing in a theoretical framework that includes public opinion, mediatization, social network, digital technologies and crisis management. As a results, it has been observed that the work of press communication office isn’t neutral and the adopted strategies tried to take control of the narrative of the facts, through the direction or proportion of visibility and invisibility of the informations, prioritizing the maintenance of the image, reputation and credibility of the public figure, mainly in the USA, above all the human side of moral and ethics of the profession. As main theoretical contribution, Thompson (1998, 2008), Bueno (2009), Rosa (2001, 2003, 2006), Forni (2002, 2015), Teixeira (2011, 2013), Lasta (2015, 2017) and Baldissera (2000, 2001, 2019) ideas are articulated.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Comunicação integradaIntegrated CommunicationGerenciamento de criseCrisis ManagementRedes sociais na internetSocial NetworkOpinião públicaPublic OpinionTaylor SwiftTaylor SwiftThe Eras TourThe Eras TourbachelorThesis