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Resumo(s)
Partindo dos pressupostos que determinado objecto de arte e de cultura encerra em si uma mensagem e que o museu, como qualquer outra instituição cultural, é um espaço comunicacional por excelência; assumindo o papel de emissor face a um público receptor, plural e diversificado, este trabalho analisa a forma como as instituições culturais facultam as informações necessárias para a descodificação e interpretação do bem ou experiência cultural. Com base nas teorias do Marketing e do Marketing das Artes e da Cultura, procede-se à observação das formas e ferramentas usadas, e à apreciação da sua aplicabilidade ao domínio museológico e cultural. O objecto fulcral do estudo é a análise da comunicação entre a instituição cultural e, em particular o museu e os seus públicos, reais e potenciais, de forma a fidelizá-los ou a seduzi-los para os bens e as experiências de que podem usufruir, pelo que a publicidade é a forma de comunicação mais observada.
Based on the assumption that a particular object of art and culture carries with it a message and that the museum, as any other cultural institution, is a communication site by excellence; assuming the role of issuer role against a public receiver, plural and diversified, this study analyses the way as the necessary information for decode and interpret the object or cultural experience are provided by the cultural institutions. Based on the theories of Marketing and Marketing of the Arts and Culture, we proceed to the observation of forms and tools used, and in what way they are applied into the museum and cultural domain. The central object of the study is an analysis of the communication between the cultural institution, in particular the museum and its public, having as a goal seizing and gathering the public for the objects and sensations that they can provide.
Based on the assumption that a particular object of art and culture carries with it a message and that the museum, as any other cultural institution, is a communication site by excellence; assuming the role of issuer role against a public receiver, plural and diversified, this study analyses the way as the necessary information for decode and interpret the object or cultural experience are provided by the cultural institutions. Based on the theories of Marketing and Marketing of the Arts and Culture, we proceed to the observation of forms and tools used, and in what way they are applied into the museum and cultural domain. The central object of the study is an analysis of the communication between the cultural institution, in particular the museum and its public, having as a goal seizing and gathering the public for the objects and sensations that they can provide.
Descrição
Palavras-chave
Comunicação cultural Marketing da cultura Museologia Instituição cultura Público de cultura Publicidade Cultural communication Marketing of the culture Museology Cultural institution Cultural public Advertising