Aplicações do marketing na cultura: estratégias de captação e fidelização de públicos: o caso do cinema-Teatro Joaquim d'Almeida (Montijo)

RESUMO: O presente trabalho salienta a importância da aplicação do Marketing às instituições culturais, nomeadamente como veículo de captação e fidelização de públicos. Nesse sentido, foi estudado o Cinema-Teatro Joaquim d’Almeida, no Montijo, tendo sido realizada uma análise mais geral da programação, comunicação e públicos desde a sua reabertura em 2005 como equipamento cultural municipal e uma análise mais aprofundada da última temporada do mesmo, correspondente ao ano de 2009-2010. Pretende-se assim com este trabalho salientar a importância da aplicação do marketing à cultura através da investigação do objecto de estudo supracitado e consequente análise e sugestão de estratégias para melhoria da relação entre a referida instituição e os seus públicos. O marketing revela-se assim essencial para a construção desse relacionamento, satisfazendo cada vez mais os consumidores e simultaneamente beneficiando a instituição. ABSTRACT: This thesis intends to point out the importance of the use of marketing in cultural institutions, particularly as a medium of audiences’ attraction and loyalty building. In that sense, we studied Cinema-Teatro Joaquim d’Almeida, in Montijo. We proceeded at a general analysis of the programming, communication and audiences since it opened to public as a municipal cultural infrastructure. We proceeded at a more detailed analysis of the last season, in the year 2009-2010. Then it was elaborated a theoretical investigation about Portugal’s cultural environment and the general applications of marketing at culture and services. Later we continued the analysis of the case study, regarding the documentation supplied by this cultural institution. It was also developed a marketing research about the audiences of the Theater in order to understand their general opinion about its offers and services. With this procedure, we intended to suggest a set of marketing strategies to improve the relationship between the institution and its audiences, in order to delight even more the consumers and simultaneously to benefit the institution.

O som do silêncio no cinema e na fotografia

No cinema, o silêncio é muito utilizado porque tem uma grande riqueza semântica; no entanto, quando se limita em acompanhar a imagem, e vale por si só, precisa de tempo para ser compreendido e apreciado. Este silêncio cria atmosferas particulares que dão a forma ao filme. A fotografia é em si, silenciosa. Quando ela «fala com o espetador» é porque o seu conteúdo exprime ou sugere o som. O cinema tem o movimento das imagens e a possibilidade de reproduzir os sons da vida. A fotografia tem a possibilidade de congelar o tempo. Ambas mostram uma imagem espelhada da realidade. Será que podem exprimir o mesmo silêncio?

The mean evolution and variability of the Asian summer monsoon: Comparison of ECMWF and NCEP-NCAR reanalyses

The behavior of the Asian summer monsoon is documented and compared using the European Centre for Medium-Range Weather Forecasts (ECMWF) Reanalysis (ERA) and the National Centers for Environmental Prediction-National Center for Atmospheric Research (NCEP-NCAR) Reanalysis. In terms of seasonal mean climatologies the results suggest that, in several respects, the ERA is superior to the NCEP-NCAR Reanalysis. The overall better simulation of the precipitation and hence the diabatic heating field over the monsoon domain in ERA means that the analyzed circulation is probably nearer reality. In terms of interannual variability, inconsistencies in the definition of weak and strong monsoon years based on typical monsoon indices such as All-India Rainfall (AIR) anomalies and the large-scale wind shear based dynamical monsoon index (DMI) still exist. Two dominant modes of interannual variability have been identified that together explain nearly 50% of the variance. Individually, they have many features in common with the composite flow patterns associated with weak and strong monsoons, when defined in terms of regional AIR anomalies and the large-scale DMI. The reanalyses also show a common dominant mode of intraseasonal variability that describes the latitudinal displacement of the tropical convergence zone from its oceanic-to-continental regime and essentially captures the low-frequency active/break cycles of the monsoon. The relationship between interannual and intraseasonal variability has been investigated by considering the probability density function (PDF) of the principal component of the dominant intraseasonal mode. Based on the DMI, there is an indication that in years with a weaker monsoon circulation, the PDF is skewed toward negative values (i,e., break conditions). Similarly, the PDFs for El Nino and La Nina years suggest that El Nino predisposes the system to more break spells, although the sample size may limit the statistical significance of the results.

Response of the Asian summer monsoon to a weakening of Atlantic thermohaline circulation

Various paleoclimate records have shown that the Asian monsoon was punctuated by numerous suborbital time-scale events, and these events were coeval with those that happened in the North Atlantic. This study investigates the Asian summer monsoon responses to the Atlantic Ocean forcing by applying an additional freshwater flux into the North Atlantic. The simulated results indicate that the cold North Atlantic and warm South Atlantic induced by the weakened Atlantic thermohaline circulation (THC) due to the freshwater flux lead to significantly suppressed Asian summer monsoon. The authors analyzed the detailed processes of the Atlantic Ocean forcing on the Asian summer monsoon, and found that the atmospheric teleconnection in the eastern and central North Pacific and the atmosphere-ocean interaction in the tropical North Pacific play the most crucial role. Enhanced precipitation in the subtropical North Pacific extends the effects of Atlantic Ocean forcing from the eastern Pacific into the western Pacific, and the atmosphere-ocean interaction in the tropical Pacific and Indian Ocean intensifies the circulation and precipitation anomalies in the Pacific and East Asia.

How does a weakened Atlantic thermohaline circulation lead to an intensification of the ENSO-south Asian summer monsoon interaction?

This study investigates the change of the El Niño–Southern Oscillation (ENSO)-South Asian summer monsoon interaction in response to a weakened Atlantic thermohaline circulation (THC) by applying an additional freshwater flux into the North Atlantic. The simulated results indicate that the weakened THC leads to intensified ENSO-South Asian summer monsoon relationship and enhanced South Asian summer monsoon interannual variability. Furthermore, it is suggested that this intensification of the ENSO-monsoon relationship is likely due to the enhanced ENSO variability induced by the weakened THC. This study indicates that the low frequency fluctuation of Atlantic SSTs might have an influence on South Asian summer monsoon interannual variability and the ENSO-monsoon interaction, and suggests a nonlocal mechanism for the observed decadal-multidecadal modulation of ENSO-monsoon relationship.

On the long-term interannual variability of the east Asian winter monsoon

The East Asian Winter Monsoon (EAWM) and Siberian High (SH) are inherently related, based on prior studies of instrumental data available for recent decades (since 1958). Here we develop an extended instrumental EAWM index since 1871 that correlates significantly with the SH. These two indices show common modes of variation on the biennial (2-3 year) time scale. We also develop an index of the pressure gradient between the SH and the Aleutian Low, a gradient which critically impacts EAWM variability. This difference series, based on tree-ring reconstructions of the SH and the North Pacific Index (NPI) over the past 400 years, shows that the weakening of this gradient in recent decades has not been unusual in a long-term context. Correlations between the SH series and a tree-ring reconstruction of the El Nino-Southern Oscillation (ENSO) suggest a variable tropical-higher latitude teleconnection.