A relevância dos eventos culturais para a economia criativa - pesquisa qualitativa na Praia da Pipa, Tibau do Sul/RN

Creative industry has promoted and strengthened the growth of various economic sectors in Brazil and abroad, thus stimulating the local economy in places with attractive and innovative sceneries for the consumer market. This essay focuses on studying the relevance of cultural events for the creative economy, and these may contribute to the social, cultural and economic development in Pipa, located in Rio Grande do Norte (Brazil). Cultural events promote a themed and creative environment which has worked as attraction mechanism for the increase of cultural, gastronomic and social leisure consumptions. Cultural and thematic events has been held in Pipa, such as Festival Literário da Pipa, Fest Bossa & Jazz da Pipa, Festival Literário Alternativo da Pipa and Festival Gastronômico da Pipa, which can attract the local, state, national and international audience. The research is characterized as a qualitative research about the problem approach. The field research is characterized by the ethnographic approach, using the techniques of participant observation, semi-structured interviews and photographic record. With the research results, we can point that Pipa promotes cultural events that move the economic dynamics, social and cultural, inserting new cultural habits in this urban space, and in some cases, rescuing the history of the place. In each event, the economic and political forces connect themselves to promote the infrastructure of these events, supporting the provision of services and products from the creative and cultural sectors. The theming of the studied events plunges the audience into stories that may have (or not) a connection to the local history. Therefore, it is perceived that this work brings the light to a place that presents itself as the protagonist of the state of Rio Grande do Norte in terms of renewal and economic, social and cultural change in its infrastructure and its potential for tourist attraction from the creative and cultural sectors.

Música em projetos socioassistenciais governamentais: práticas e concepções culturais no Serviço de Convivência e Fortalecimento de Vínculos em Natal/RN

This present research focus at the teaching of music in social programs, it discuss about the teaching concepts that permeates the educational-musical practice presents in Serviço de Convivência e Fortalecimento de Vínculos (SCFV), of Complexo Dom Bosco, in Natal-RN. The Objective is to reflect upon the music teaching concepts and the relations between musical knowledge and culture. For this, it was problematized the concepts of music teaching and learning in governmental social projects through theoretical and empirical research. After this step, it was studied the cultural aspects involving the routine in the institutions the influenced the music learning at Serviço de Convivência e Fortalecimento de Vínculos, furthermore, and how these aspects are present in the constitution of the paradigms that involve music teaching. For this, it was used a qualitative approach and a case study as type of research. As data capture tool it was used the ethnographic write, photography, interviews as a Facilitator of music with the students of the program, and video recordings of musical learning situations. Theoretical support it was used authors who study the complexity, culture and music teaching in social projects. Finally, the conclusion is that musical learning, in the SCFV context, is involved of cultural conceptions steeped to the Oratório Dom Bosco space and the same time the Brazilian Social Assistance Policy. Sometimes these concepts are contradictory: discipline, leadership and combat social exclusion refer to dialogical cultural hologram of the institutions involved in the music education process.

Turismo e patrimônio cultural: processo de tombamento e estratégias de utilização turística do Centro Histórico de Natal/RN

In a globalized society, the relations between heritage and tourism are reflected in an ambiguous reality, shaped between the interests of preservation and the aspirations for economic benefits. On the one hand, the cities as a main generating cultural offerings needs to contemplate its heritage as a development axis, finding in the cultural tourism promotion a strategy to support the high cost of recovery and maintenance of its historical center and its expressions cultural. On the other, adds to the new requirements of demand, causing the tourism projects to turn to the cultural factor in the formation of their products, which allows municipalities to attract the growing cultural tourism segment. In this perspective, this study develops into a focused cross-cut in the analysis of Natal’s Historical City Center, in order to understand how this cultural heritage fallen has been used by the municipal administration for tourism. By understanding the heritage as a reference to identity and memory, as well as a cultural symbol of Natal society, characterized as an element surrounded by complex and strictly private situations, it identified the need for a qualitative approach to his deep understanding. The in-depth case study developed in two stages, first the realization of bibliographical and documentary research; and thereafter the interpretation of data collected through semi-structured interviews with municipal administrators and local residents. The survey results show that the official representatives of heritage are concerned about the preservation of the material dimension of the architectural heritage of the city, however, still can not reach and sensitize the local population, which seems to be part of a process that should be democratic and strengthening the sense of belonging of these people. Finally, it indicates an absence of revitalization strategies by the current municipal public administration for Natal’s Historical City Center, revealing a speech covered by a positivist interpretation of tourism, which deals with the use of assets by the scope of the marketing empiricism.

Percepção ambiental como ferramenta diagnóstica para o processo de integração entre uma unidade de conservação e a comunidade do entorno

It is remarkable the current planet’s situation of degradation and modification of natural assets and the considerable loss of the recovery power inherent to the ecosystems. Concomitant with this, all communities and species are suffering the consequences of these changes without planning. The creation of conservation units (UCs) through the National System of Conservation Units (SNUC) was a concrete action on the deliberateness of halting these processes, which, on the other hand, generated socio-environmental, geo-economical and cultural-political conflict of interests between traditional communities in the vicinity of these units, institutions, governmental entities and society in general. The country’s National Program of Environmental Education (ProNEA) provides the integration of the communities and UCs’ managers in a co-participative administration to solve these conflicts. The principles of Environmental Education (EA) leads the methodology found to change the socio-educational paradigms of traditional teaching, still existing in our society and intrinsically related to environmental problems, which are contrary to the dialogic pedagogy from Paulo Freire, that valorize popular knowledge, pro-active citizenship, as well as contrary to Ecopedagogy, that re-integrate human being on its natural environment, the Earth. One of the tools for starting environmental sensitization is the diagnosis by environmental perception of individuals. In this context, the objective of our work was to identify the environmental perception of Tenda do Moreno community located nearby Pau Furado State Park (PEPF) in Uberlândia – MG. To reach this objective, the research sought, in a first moment, to evaluate the environmental perception of residents of this community through semi-structured interviews applied in their homes and, in a second moment, we evaluated the environmental perception of community’ school students and made Environmental Education intervention activities with the intention to make children aware of the importance of conservation and function of PEPF. Using the Content analysis methodology, we found in nearly 60% of the 118 residents a systemic perception of nature, while approximately 32% expressed an anthropocentric perception. Mixed perceptions were found in 21%. A considerable part of the residents (47 individuals) indicated not knowing the park, although many of them recognize its importance. Among the 46 interviewed students, half expressed an anthropocentric perception of nature, while almost 36% had a systemic view. Seventeen children said they did not know the park and almost half of the students recognize some aspect of the importance of its existence. During the intervention activities, we had huge participation and dedication of students, beyond the massive expression of their personal views and daily experiences. In relation to the ten students that subjected the second evaluation about their environmental perception after the intervention, 80% showed systemic perception and emphasized the importance of conservation and of park. We believe that the continuity of the intervention activities could generate positive perspectives of socio-environmental effective changes in the daily school. Activities lead by Ecopedagogy and that encourage the citizen leadership in the young students are fundamental, while in the community, closer ties and dialog by UC’s managers would be important elements to generate effective change.

Vídeoaula "Áudio-descrição aplicada a contextos culturais" - Princípios e Técnicas da Audiodescrição

Videoaula sobre Áudio-descrição aplicada a contextos culturais do curso Princípios e Técnicas da Audiodescrição: Aplicabilidade em Contextos Culturais Educacionais

Eventos como promotores culturais de um destino turístico

O estudo da imagem de um destino turístico bem como os eventos são áreas cada vez mais importantes na investigação do turismo, pois apresentam uma função relevante na tomada de decisão e consequente satisfação do turista. Adquirindo uma importância também cada vez mais significativa, a cultura é hoje em dia usada como ferramenta estratégica de diferenciação entre destinos. Aglomerando estas três áreas, destinos turísticos, eventos e cultura, a presente dissertação tem como objetivo geral, perceber quais os principais benefícios para a imagem de um destino turístico, usando os eventos como promotores culturais desse mesmo destino. A metodologia adotada para chegar a estas conclusões, teve como base a investigação qualitativa, através da realização e análise de entrevistas semi-estruturadas a um conjunto de especialistas na área dos eventos culturais e criativos, que residam em cidade que já foram Capitais Europeias da Cultura (CEC), em questão, Graz, Génova, Liverpool e Maribor. Após a recolha e análise dos dados, verificou-se que os principais benefícios passam sobretudo pela reconfiguração, (re) posicionamento destes destinos, um maior reconhecimento do lugar, maior poder de atracção e sobretudo, uma perceção modificada positivamente.

Mercado de bens simbólicos do futebol: a estratégia empreendedora da gestão Andrés Sanchez no Sport Club Corinthians Paulista

O crescimento do mercado de bens simbólicos se tornou realidade em todos os continentes. Particularmente, o futebol, desde a Copa do Mundo de 1990, passou por crescimento financeiro incomum. A exploração da paixão dos torcedores/consumidores pelo futebol e por seus respectivos clubes transformou-se em grande atividade comercial e de prestação de serviços, após o advento da Lei Pelé em março de 1998. Consequentemente, os clubes deixaram de ser meras agremiações esportivas e se tornaram grandes organizações, responsáveis por oferecer um produto atraente e cada vez mais rentável. A estratégia empreendedora da gestão de Andrés Sanchez possibilitou ao Sport Club Corinthians Paulista, em 2012, alcançar o primeiro lugar de empresa no futebol brasileiro e a sexta colocação no cenário mundial. Por meio de pesquisa exploratória de natureza qualitativa, ex-post factum, acompanhada de entrevista em profundidade com gestores participantes do empreendimento e membros da torcida organizada, o objetivo central da pesquisa, na perspectiva fenomenológica, buscou identificar as estratégias empregadas na Gestão Andrés Sanchez para a valorização da marca. Os resultados da pesquisa apontam para a integração das estratégias funcionais com a estratégia dos negócios. Na percepção dos entrevistados, a visão empreendedora permitiu ao clube, em quatro anos (2008-2011), formar a base de seu acelerado crescimento para, posteriormente, alcançar posicionamento diferenciado e, consequentemente, vantagem competitiva sustentável.

Os programas de incentivo à cultura e o processo de fomento às organizações culturais no Rio Grande do Norte: o caso da Casa da Ribeira em Natal

Since the emergence of the first demands for actions that were intended to give greater attention to culture in Brazil, came the first discussions which concerned the way the Brazilian government could have a positive influence in encouraging the culture, as is its interaction with the actors interested and involved with the cause. During the military dictatorship, there were programs which relied on the direct participation of the State to ensure that right, from the viewpoint of its support and implementation of public resources in developing the "cultural product" to be brought to society in its various forms of expression - all this, funded by the government. It is an example of "EMBRAFILMES" and "Projeto Seis e Meia", continued until the present day in some regions of the country, though maintained by entities not directly connected with the administration or the government. However, it was from the period of democratization and the end of the dictatorship that the Brazilian government began to look at the different culture, under its guarantee to the society. Came the first incentive laws, led by "Lei Sarney" Nº 7.505/86, which was culture as a segment which could receive foreign assistance in order to assist the government in fulfilling its public duty. After Collor era and the end of the embargo through the encouragement of culture incentive laws, consolidated the incentive model proposed in advance of Culture "Lei Sarney" and the federal laws, state and local regimentares as close to this action. This applies to the Rouanet Law (Lei Rouanet), Câmara Cascudo Law (Lei Câmara Cascudo) and Djalma Maranhão Cultural Incentive Law (Lei de Incentivo à Cultura Djalma Maranhão), existing in Natal and Rio Grande do Norte. Since then, business entities could help groups and cultural organizations to keep their work from the political sponsorship under control and regiment through the Brazilian state in the form of their Cultural Incentive Law. This framework has contributed to the strengthening of NGOs and with the consolidation of these institutions as the linchpin of Republican guaranteeing the right to access to culture, but corporate social responsibility was the one who took off in the segment treated here, through the actions of Responsibility Cultural enterprises arising from the Cultural Organizations. Therefore, in the face of this discourse, this study ascertains the process of encouraging the Culture in Rio Grande do Norte from the Deviant Case Analysis at the Casa da Ribeira, the main Cultural Organization that operates, focused action in Natal in order to assess the relationships established between the same entity and the institutions which are entitled to maintain the process of encouraging treated in this study - Enterprise, from the viewpoint of corporate sponsorship and Cultural Responsibility and State in the form of the Laws Incentive Funds and Public Culture Incentive

O processo de cocriação de valor entre empresas e consumidores: uma análise comparativa de dois casos da indústria de bens de consumo

O envolvimento do consumidor nos processos de criação de valor tornou-se um tema de des- taque na última década na esfera acadêmica do Marketing (Grönroos, 2006). Apresentada por Vargo e Lusch (2004a), a Lógica do Serviço Dominante (Lógica S-D) enfatiza que os consumido- res estruturam sua avaliação crítica de valor quando bens e serviços estão em uso. Este conceito, denominado valor em uso, é um dos elementos fundamentais relacionados aos processos de cocriação de valor entre empresas e consumidores (Prahalad & Ramaswamy, 2004). O presente trabalho baseia-se em dois estudos de casos realizados junto a grandes empresas do segmento de bens de consumo (Whirlpool e Tramontina). O objetivo principal da pesquisa foi analisar o conjunto de fatores considerados fundamentais para a ocorrência da cocriação de valor, incluin- do: cultura empresarial, características do mercado, intensidade competitiva, características dos produtos e habilidades específicas das empresas. A escolha das duas organizações foi baseada na intenção de comparar duas empresas com características distintas no que tange ao processo de cocriação (ocorrência versus não-ocorrência do fenômeno). A interpretação dos dados primá- rios obtidos nas entrevistas de profundidade com gestores das empresas, e de dados secundários oriundos de uma análise documental, proporcionou um conjunto de achados importantes para a compreensão do tema. Observou-se que a influência dos fatores fundamentais para a cocriação foram confirmados nos casos analisados, com preponderância da cultura organizacional e das habilidades da empresa. Além disto, um novo fator emergiu como relevante na implantação da cocriação de valor, denominado relação com a marca e caracterizado como um consistente sen- timento de pertencimento e de identidade do consumidor para com a marca. Como desdobra- mento deste estudo, evidencia-se que a cocriação não pode ser associada apenas a implantação de um conjunto de ferramentas, mas que está diretamente atrelada à presença de um conjunto de elementos capazes de assegurar a viabilidade real de sua implantação. A análise dos casos igualmente demonstra a necessidade das empresas se organizarem internamente, planejando ações e desenvolvendo mecanismos internos que permitam obter melhores resultados. Por fim, são apresentadas as implicações acadêmicas do estudo, bem como suas limitações.

As organizações culturais no espaço público. Contributos da comunicação organizacional

Este artigo visa promover uma reflexão crítica sobre a centralidade das políticas culturais esclarecidas no desenvolvimento das cidades. Problematizando o tipo de relações que as organizações culturais promovem com os seus públicos é possível construir, nomeadamente com a comunidade local, vínculos duradouros e exigentes porque construídos espacial e discursivamente. Incentivando práticas dialógicas, enriquece-se a capacidade de escolha, reforçando o território e a cidadania.

Marcadores culturais específicos presentes em produções culturais surdas

Dissertação apresentada à Escola Superior de Educação de Paula Frassinetti para obtenção do grau de Mestre em Ciências da Educação – Especialização em Educação Especial