Economia criativa como estratégia de aculturação no design de moda na cidade de Araranguá-SC: uma análise sob a ótica dos atores institucionais

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Campus Araranguá, Programa de Pós-Graduação em Tecnologias da Informação e Comunicação, Araranguá, 2018.

Access type:openAccess
Publication Date:2018
Main Author: Marques, Rafaela Bett Soratto
Advisor: Trierweiller, Andréa Cristina
Co-advisor: Esteves, Paulo Cesar Leite
Document type: Master thesis
Online Access:
English abstract:Abstract : The Creative Economy Offices´ Plan SEC (the base document of this dissertation) is an determinant issue of political intentions, guidelines and actions in the brasilian creative economy field. The thematic is connected to the research aims developed in LABeGIS Management, Innovation and Sustainability Laboratory, linked to PPGTIC as well to Technology, Management and Innovation research´s line. In this context, the main of this dissertation is to analyse the handicraft work insertion focusing on the fashion segment in Araranguá SC city counting on actors participations, presents on creative economy dynamics under the light of the SEC precepts considering the inovattion, cultural diversity, sustainability and social inclusion aspects. In order to broaden this research, the general view of the instutional actors from the political system was extended to Florianópolis SC city (capital of the state). As specific objectives, the study analyzes: the influence of the institutional environment (present in the strengthening of artisanal work); innovation and government policies (if there is a partnership between artisan producers and confectioners); the actors´ identification from Araranguá production system (fashion and craftsmen companies) that find by means of creativity, culture and innovation to develop products with differential fashion design, identifying thus the main drivers and barriers present in this scenario. Regarding methodological procedures, the dissertation is characterized as qualitative. In the data collection, interviews were made with the institutional actors of the business environment. Based on Whitley (1999), has been analysed: Financial System, Political System, Labor Market and Productive System. Content analysis was used for data treatment. Among the results of this study, has obtained: the neglect of the public power (political actor) regarding the creative economy and valorization of artisanal work; lack of training of artisans (work); lack of appreciation of private initiative (production system); and lack of credit lines and /or knowledge of the possibility of financing for artisans to maintain their activities (financial system). It was noticed that the use of CE strategies as a business model, allows understanding their potential, highlighting creative actions as a vector for innovation, for social and economic development in Araranguá city and region.