O papel da mídia impressa no embate marketing cultural x marketing social

AUTOR(ES)
DATA DE PUBLICAÇÃO

2004

RESUMO

This dissertationhas the aim of examining the role of printed media as it relates to a recent phenomenon, that is, the contamination between cultural marketing and social marketing and it s impact on cultural marketing. For this purpose, it will not dwell on what culture is or is not, but simply concentrate on side issues, peripheral issues. The basic premise is that Art generates social exclusion as a result of the fashion in which cultural manifestations are presented to the world, even when they do not set forth any proposal to service the needy communities. The core hypothesis is that organisms of a same environment need clear boundaries to malntain their singularity and, therefore, be able to contribute to the degree of complexi ty of such an environment. When media does not clearly stress the structure of actions which distinguish one from the other, it stimulates a sham association, where one takes the place of the other. It is not merely the differences that are dissipated, but above ali it is the specific resources for cultural acti vi ty that become drained and geared towards other end acti vi ties which do not produce artistic work This omission on behalf of media will focus on the segment of scenic arts, specifically regarding dance. The maDe of thinking reflected herein is a mixture of my professional experience as a cultural producer and academic experience, which have resulted in the present dissertation. The goal is to set forth arguments that may produce a critical conscience in terms of the dynamic of the relationships of cultural production that are in effect presently. Without that, it is impossible to urgently requalify the two areas under discussion. The core hypothesis is that organisms of a same environme

ASSUNTO(S)

marketing social politica cultural comunicacao midia impressa marketing cultural

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