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Master's Dissertation
DOI
10.11606/D.27.2011.tde-03012012-213621
Document
Author
Full name
Naia Caroline Hamasaki
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2011
Supervisor
Committee
Yanaze, Mitsuru Higuchi (President)
Marques, Jane Aparecida
Pires, Mario Jorge
Title in Portuguese
Como a comunicação pode auxiliar os museus de arte a atingir seus objetivos organizacionais e difundir cultura
Keywords in Portuguese
Comunicação
Cultura
Museu
Abstract in Portuguese
O trabalho explora a questão da cultura sob o ângulo dos museus de arte, com enfoque na comunicação organizacional que estas instituições realizam. A cultura é encarada como um fator capaz de transformar o ser humano, seu entorno social e econômico, tendo os museus como importantes mediadores no processo. A comunicação é entendida como facilitadora e é trabalhada em seu conceito integrado: institucional, administrativo e mercadológico. A pesquisa de campo constou com entrevistas em profundidade com roteiros semi-estruturados realizada com profissionais de comunicação e relatórios de observação para as visitas nos museus. Foram entrevistados 6 profissionais em 5 museus da amostra, tendo como objetivos conhecer as áreas, seus processos, projetos e ações. Foram visitados 12 museus no Brasil e exterior, onde foram coletados dados que permitiram, juntamente com as entrevistas, indicar diretrizes de atuação para as áreas de comunicação, assim como realizar uma análise comparativa de ações e ferramentas em cada organização.
Title in English
How can Communication contribute for the Museums of Art in reaching theirs organisations goals and propagate Culture
Keywords in English
Culture
Museum
Organization
Abstract in English
This work evaluates the Culture under the Museums of Art concern, foucusing in the structure of the Corporate Communication of this kind of organisation. Here, the Culture is seem as a human changing factor, capable of influence a social and economical enviroment, and the museum is contemplate as the main instrument in this process. In this situation, the communication is considered as a important agent, and it is analised on its integrated concept: institutional, intern and for the market. To complement this theorical study, it was made a practical research composed by 6 semi-structered script interviews with communications specialists in 5 museums, and on field visits in 12 museums. The interviews and the visits had as objective understand the corporate structure, the process, the projects and the tools used for each museum. The result of this research was a possibility of indicate guide lines for communications departments, as well as evaluate, in a comparative way, the actions and the tools in each organisation here in Brasil and in other 3 countries.
 
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naiahamasaki.pdf (4.33 Mbytes)
Publishing Date
2012-05-17
 
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