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Mapa para a inovação estratégica na gestão cultural e das artes : o exemplo da Associação txon-poesia
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| 2.41 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O objetivo da presente dissertação é construir e contextualizar um quadro teórico-conceptual
passível de fundamentar e informar a aplicação da estratégia cultural com vista à inovação
estratégica numa organização cultural e artística. Começarei pelo conceito operacional de
cultura, trazendo o aporte dos Estudos de Cultura, nomeadamente de Raymond Williams e
Stuart Hall, para quem a cultura tem raiz nas práticas significantes decorrentes da partilha de
significados no tecido social. A noção de que a cultura engloba as artes e a aprendizagem é
basilar para conceptualizar a gestão cultural e das artes, informada por Derrick Chong. Aqui,
importa esboçar a visão estética da associação, articulando a definição de poesia e de poética
de Aristóteles com as ideias anticoloniais de Amílcar Cabral, e interessa problematizar a
acessibilidade e o desenvolvimento de públicos para facilitar a crioulização ou partilha das
diferenças na audiência, através do aporte de Michael Newman e de Édouard Glissant. A
estratégia cultural, conceptualizada por Douglas Holt e Douglas Cameron e atualizada por
Nelson Gomes, será informada por três métodos de pesquisa: desk research, coolhunting e
grupo focal. De seguida, os briefings culturais e o estúdio cultural geram insights estratégicos
sobre aquilo que os públicos valorizam e, por fim, avança-se para o desenho e aplicação de
uma expressão cultural inovadora, culturalmente pertinente. Esta abordagem mostra
consistência conceptual-metodológica, pelo que pretendo testá-la num projeto futuro de gestão
cultural e das artes, no âmbito da Associação txon-poesia, e verificar se é uma ferramenta válida
para aproximar o livro de poesia das pessoas.
This work aims to build a theoretical-conceptual framework that can be converted into a cultural strategy model that can be applied to the strategic cultural management of an artistic organization. I will start with the operational concept of culture, drawing on the contribution of Cultural Studies, namely Raymond Williams and Stuart Hall, for whom culture is rooted in the signifying practices resulting from sharing meanings in the social fabric. The notion that culture encompasses the arts and learning is fundamental to conceptualizing arts management, informed by Derrick Chong. Here, it is important to outline the aesthetic vision of the association, connecting the work of Aristotle with the anti-colonial ideas of Amílcar Cabral, and it is interesting to debate accessibility and the development of audiences regarding the creolization of meanings in the audience, through the contribution of Michael Newman and Édouard Glissant. The cultural strategy approach carried out, based on the proposal of Douglas Holt and Douglas Cameron and revised by Nelson Gomes, will be informed by three cultural research methods: desk research, coolhunting and focus groups. After that, cultural briefings and the cultural studio generate strategic insights into what audience values and, finally, one moves forward to design and apply an innovative, culturally relevant cultural expression. This approach shows conceptual-methodological consistency, which is why I intend to test it in an arts management future project, within the scope of Associação txon-poesia and to verify if it is a valid tool for bringing poetry books closer to people.
This work aims to build a theoretical-conceptual framework that can be converted into a cultural strategy model that can be applied to the strategic cultural management of an artistic organization. I will start with the operational concept of culture, drawing on the contribution of Cultural Studies, namely Raymond Williams and Stuart Hall, for whom culture is rooted in the signifying practices resulting from sharing meanings in the social fabric. The notion that culture encompasses the arts and learning is fundamental to conceptualizing arts management, informed by Derrick Chong. Here, it is important to outline the aesthetic vision of the association, connecting the work of Aristotle with the anti-colonial ideas of Amílcar Cabral, and it is interesting to debate accessibility and the development of audiences regarding the creolization of meanings in the audience, through the contribution of Michael Newman and Édouard Glissant. The cultural strategy approach carried out, based on the proposal of Douglas Holt and Douglas Cameron and revised by Nelson Gomes, will be informed by three cultural research methods: desk research, coolhunting and focus groups. After that, cultural briefings and the cultural studio generate strategic insights into what audience values and, finally, one moves forward to design and apply an innovative, culturally relevant cultural expression. This approach shows conceptual-methodological consistency, which is why I intend to test it in an arts management future project, within the scope of Associação txon-poesia and to verify if it is a valid tool for bringing poetry books closer to people.