O Mosteiro de São Bento de Cástris: memória e identidade

Memória e identidade encontram-se intrinsecamente ligadas ao património arquitectónico. Sensíveis ao passar do tempo, estes conceitos adaptaram-se atribuindo aos sítios novos significados. O Mosteiro de São Bento de Cástris em Évora, classificado como Monumento Nacional e sendo o primeiro mosteiro cisterciense a Sul do Tejo, foi também celeiro agrícola e mais tarde instituição de acolhimento de menores, encontra-se actualmente desocupado. Questiona-se assim, qual a actual identidade deste lugar? Através do estudo dos valores culturais materiais e imateriais do lugar, no período entre 1957 a 2016, esta investigação procurará identificar esta identidade através do registo das memórias recentes do lugar, da bibliografia específica e da análise do conjunto edificado. Considerando os princípios emanados pela UNESCO que consideram que a preservação do património deve respeitar a autenticidade e integridade dos bens culturais, que permanece na identidade registada na memória, procurouse entender a relação entre a contínua utilização do mosteiro e a estima colectiva por este património arquitectónico, essencial para a continuidade da sua identidade no futuro; The Monastery of São Bento de Cástris: Memory and Identity ABSTRACT: Memory and identity are intrinsically connected to architectural heritage. Their adaptability through time, results in the development of new meanings to the places. The Monastery of São Bento de Cástris in Évora, classified as National Heritage, the first Cistercian monastery built in the South of Portugal, was later a farm barn, a foster care institution and is now empty. Thus a question is posed: what is the current identity of this monastery? Through the study of the place’s material and immaterial cultural values, focus on the period from 1957-2016, this research aims to identify the identity based on the memories of the place, in specific bibliography, and in the analysis of the built environment. Following the UNESCO principles which consider that heritage conservation should respect the integrity and authenticity of the cultural assets, the impact of the continuous usage of the monastery was studied as a method to understand the collective esteem for this architectural heritage, which is vital to the preservation of its identity in the future.

Challenges for a shared European countryside of uncertain future. Towards a modern community based landscape perspective

This paper addresses current changes in the highly diverse European landscape, and the way these transitions are being treated in policy and landscape management in the fragmented, heterogeneous and dynamic context of today’s Europe. It appears that intersecting driving forces are increasing the complexity of European landscapes and causing polarising developments in agricultural land use, biodiversity conservation and cultural landscape management. On the one hand, multifunctional rural landscapes, especially in peri-urban regions, provide services and functions that serve the citizens in their demand for identity, support their sense of belonging and offer opportunities for recreation and involvement in practical landscape management. On the other hand, industrial agricultural production on increasingly large farms produces food, feed, fibre and energy to serve expanding international markets with rural live ability and accessibility as a minor issue. The intermediate areas of traditionally dominant small and family farms in Europe seem to be gradually declining in profitability. The paper discusses the potential of a governance approach that can cope with the requirement of optimising land-sharing conditions and community-based landscape development, while adapting to global market conditions.

Analyzing consumer-based brand equity on Facebook: the impact of brand gender

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumer-based brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity.