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Abstract(s)
O Teatro Nacional São João do Porto (TNSJ) foi a entidade acolhedora do estágio curricular realizado e integrado no Mestrado em Gestão de Indústrias Criativas, com a duração prevista de 6 meses. O presente estudo descreve o trabalho desenvolvido durante o estágio e apresenta uma proposta de um plano de comunicação digital para a instituição acolhedora. Visa a atualização dos meios de comunicação da mesma através do acolhimento de técnicas digitais inovadoras já adotadas noutros teatros internacionais. Inicia-se com a revisão da literatura, no qual aborda temas como o Setor Cultural e as Indústrias Criativas, as estratégias de marketing aplicadas nas Indústrias Criativas, a indústria do Teatro e as suas estratégias tradicionais e digitais e, por fim, o público e a sua representatividade. Segue-se a análise da entidade de acolhimento, a apresentação de um inquérito realizado a uma amostra de teatros nacionais e internacionais e o desenvolvimento de um plano de comunicação digital, o seu controlo, avaliação e cronograma. O principal objetivo é obter respostas relativas às estratégias e ferramentas comunicacionais utilizadas antes da COVID-19 e as que passaram a ser utilizadas face à visão e imagem da instituição com a finalidade de recolher informações pertinentes para a execução de estratégias de comunicação digitais.
The Teatro Nacional São João (TNSJ) in Porto was the welcoming entity of the curricular internship and it was integrated in the master’s in Management of Creative Industries with the expected duration of 6 months. This study describes the work developed during the internship and presents a proposal for a digital communication plan for the host institution. It aims to update its means of communication through the reception of innovative digital techniques already adopted in other international theaters It begins with a literature review, in which it addresses topics such as the Cultural Sector and the Creative Industries, the marketing strategies applied in the Creative Industries, the Theater industry and its traditional and digital strategies and, finally, the public and its representativeness. This is followed by the analysis of the host entity, the presentation of a survey carried out on a sample of national and international theaters and the development of a digital communication plan, its control, evaluation and schedule. The main objective is to obtain answers regarding the communication strategies and tools used before COVID-19 and those that came to be used in view of the institution's vision and image with the ultimate goal of collecting relevant information to the execution of digital communication strategies.
The Teatro Nacional São João (TNSJ) in Porto was the welcoming entity of the curricular internship and it was integrated in the master’s in Management of Creative Industries with the expected duration of 6 months. This study describes the work developed during the internship and presents a proposal for a digital communication plan for the host institution. It aims to update its means of communication through the reception of innovative digital techniques already adopted in other international theaters It begins with a literature review, in which it addresses topics such as the Cultural Sector and the Creative Industries, the marketing strategies applied in the Creative Industries, the Theater industry and its traditional and digital strategies and, finally, the public and its representativeness. This is followed by the analysis of the host entity, the presentation of a survey carried out on a sample of national and international theaters and the development of a digital communication plan, its control, evaluation and schedule. The main objective is to obtain answers regarding the communication strategies and tools used before COVID-19 and those that came to be used in view of the institution's vision and image with the ultimate goal of collecting relevant information to the execution of digital communication strategies.
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Keywords
Teatro Nacional São João Teatro Indústrias criativas Comunicação digital Cultura Artes Marketing Tecnologia Inovação Theatre Creative industries Digital communication Culture Arts Technology Innovation COVID19