Com o dedo no pulso do mercado: a história da Escola Superior de Propaganda e Marketing no Rio de Janeiro

• Autor(a) principal: Cavalheiros, Luiz Alberto Nascimento
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/18227
• topic: Advertising; Memory; ESPM; ESPM/RJ; Publicidade; Marketing; Memória; Ensino; História; Escola Superior de Propaganda e Marketing (RJ) - História; Publicidade; Marketing

Escola Superior de Propaganda e Marketing do Rio de Janeiro (ESPM/RJ) is one of the country’s most reputed advertising and marketing educational institution, playing a key role on Rio de Janeiro’s advertising history, impacting not only the qualification of most of its members, but also acting as center for the discussion and examination of the city’s main economic players. Although it was founded in São Paulo, in the 1950’s, with its Rio de Janeiro branch launched in 1974, the institution’s historic record found in official sources and academic studies dedicated to communications is just conventional and limited. Considering this context, this dissertation aims to rebuild the institution’s history, relating this report to its contemporary different fields - economic, political and academic. To accomplish such purpose, and based on the oral history methodology, 11 interviews were performed with former employees of the institution, from different hierarchic levels, added to exclusive primary sources information, gathered thanks to the institution’s commitment to this research. As theoretic support, sociologist Pierre Bourdieu’s field construction theory was chosen, since it allows the construction of a more comprehensive and complex network with the several players the institution have related to so far.