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Cruzamento metodológico para instituições culturais: proposta de criação da associação Iris Lab através do trinômio Cultura, Criatividade e Tecnologia
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A proposta deste trabalho está assente na estruturação de um modelo de associação cultural – o Iris Lab – para dar suporte e dinamizar o ecossistema cultural português através do trinômio: Cultura, Criatividade e Tecnologia. A intenção é propor uma estrutura de associação que esteja alinhada ao paradigma de uma modernidade líquida em uma sociedade conectada em rede e que seja inovadora na busca por respostas aos desafios enfrentados pelos profissionais das indústrias culturais e criativas. Desta forma, propõem-se a criação de uma associação que atue na intersecção entre o poder público, a sociedade civil, as empresas e os artistas, na construção de soluções modernas que reflitam em toda comunidade, mas sobretudo que dê suporte aos profissionais das Industrias Culturais e Criativas. Este projeto procura reforçar a importância da Economia Criativa na recuperação econômica dos países, através do alinhamento constante entre a Cultura, a Criatividade e a Tecnologia como respostas que possam impactar positivamente a sociedade como um todo. Para o monitoramento dos padrões de mentalidade e das mudanças do mercado utilizaremos das ferramentas da Análise de Tendências cruzadas a outras ferramentas do marketing e da gestão cultural, produzindo assim um panorama mais aproximado na busca pela sustentabilidade operacional e financeira da instituição proposta.
The purpose of this work is based on the structuring of a model of cultural association – the Iris Lab – to support and dynamize the Portuguese cultural ecosystem based on the triad: Culture, Creativity and Technology. The intention is to propose an association structure that is aligned with the paradigm of a liquid modernity in a networked society and that is innovative in the search for answers to the challenges faced by professionals in the cultural and creative industries. In this way, we propose the creation of an association that acts at the intersection between public power, civil society, companies and artists, in the construction of modern solutions that reflect on the whole community, but above all that gives support to the professionals in the Cultural and Creative Industries. This project seeks to reinforce the importance of the Creative Economy in the economic recovery of countries, through the constant alignment between Culture, Creativity and Technology as answers that can positively impact society as a whole. For the monitoring of mentality patterns and market changes, we will use Trend Analysis tools crossed with other marketing and cultural management tools, thus producing a closer panorama in the search for operational and financial sustainability of the proposed institution. In addition, a methodological cross between business tools – like Canva, SWOT, PEST – and a coolhunting analysis will be presented in order to present in details in which the association will be structured.
The purpose of this work is based on the structuring of a model of cultural association – the Iris Lab – to support and dynamize the Portuguese cultural ecosystem based on the triad: Culture, Creativity and Technology. The intention is to propose an association structure that is aligned with the paradigm of a liquid modernity in a networked society and that is innovative in the search for answers to the challenges faced by professionals in the cultural and creative industries. In this way, we propose the creation of an association that acts at the intersection between public power, civil society, companies and artists, in the construction of modern solutions that reflect on the whole community, but above all that gives support to the professionals in the Cultural and Creative Industries. This project seeks to reinforce the importance of the Creative Economy in the economic recovery of countries, through the constant alignment between Culture, Creativity and Technology as answers that can positively impact society as a whole. For the monitoring of mentality patterns and market changes, we will use Trend Analysis tools crossed with other marketing and cultural management tools, thus producing a closer panorama in the search for operational and financial sustainability of the proposed institution. In addition, a methodological cross between business tools – like Canva, SWOT, PEST – and a coolhunting analysis will be presented in order to present in details in which the association will be structured.