Políticas culturais : expressão de comunicação através do patrocínio cultural

• Ano de defesa: 2017
• Autor(a) principal: Reis, Adriana Donato dos
• Orientador(a): Hohlfeldt, Antônio Carlos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de Pós-Graduação em Comunicação Social
• Departamento: Faculdade de Comunicação Social
• País: Brasil
• Palavras-chave em Português: Comunicação Social; Patrocínio Cultural; Políticas Culturais; Leis de Incentivo; Economia da Cultura
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/7366

This essay aims to reflect on cultural policies in Brazil, in public and private spheres, and its relation with social communication, analyzing the flow of art and its simbolic reception. The study gives a presentation on the public/private financing model adopted for cultural actions in Brazil and intends to bring a contribution for social communication trough cultural, public or private policy. At first, it covers the historical context of patronage, as well as the creation of culture incentive laws in the USA, in Europe, and in Brazil. Then it presents the commitment of Brazil in preserving and promoting culture. In order to do that, it focuses on the formal analysis of the public cultural policy rooted on the Federal Constitution of 1988, in the creation of the first law to incentivate culture - the Sarney Law – and afterwards on Rouanet Law, which included the National Culture Fund, and proposals for the succession of these laws. Further on, it analyzes the symbolic creations adopted in the institutional communication policies of the private sector and how these companies see the spreading of their brand through cultural promotion. It is hereby done a presentation of the cultural market, the culture economy and the relationship between cultural agents, institutions and funders. The methodological approach is based on the analysis of the content, through documents, news, debates, interviews and bibliography related to cultural policies, besides an empirical approach, based on the analysis of one of the companies that sponsors a significant number of cultural projects in Rio Grande do Sul – Companhia Zaffari -, taking into account data between 2005 and 2016. Athet last the study intends to reflect on the cultural product as means of communication and its social, cultural and economic impacts.