As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/5206 |
Resumo: | This research addresses the relationships that form between contemporary art and cultural marketing through the private sponsorship exemplified by CowParade Porto Alegre. The cultural marketing has the contemporary art as a tool for building the image of a company, brand or product. Therefore, we attempted to briefly contextualize the evolution of financial support modes for cultural projects in Brazil in order to think about the growing interest of private initiative in sponsoring artistic events. A debate on the definitions related to the market, marketing, culture and cultural policies was considered as a theoretical basis, as well as concepts related to the system of arts and symbolic goods. Once the collection of information from the CowParade Porto Alegre and interviews (expectations and impressions) with artists and other participants of the event were done, an analysis to demonstrate the peculiarities of the event was carried out, using it as an example of the implications of private sponsorship in contemporary art. |
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2013-02-182013-02-182012-06-06POZZOBON, Tanise. Relations between contemporary art and cultural marketing: CowParade Porto Alegre 2010. 2012. 249 f. Dissertação (Mestrado em Artes) - Universidade Federal de Santa Maria, Santa Maria, 2012.http://repositorio.ufsm.br/handle/1/5206This research addresses the relationships that form between contemporary art and cultural marketing through the private sponsorship exemplified by CowParade Porto Alegre. The cultural marketing has the contemporary art as a tool for building the image of a company, brand or product. Therefore, we attempted to briefly contextualize the evolution of financial support modes for cultural projects in Brazil in order to think about the growing interest of private initiative in sponsoring artistic events. A debate on the definitions related to the market, marketing, culture and cultural policies was considered as a theoretical basis, as well as concepts related to the system of arts and symbolic goods. Once the collection of information from the CowParade Porto Alegre and interviews (expectations and impressions) with artists and other participants of the event were done, an analysis to demonstrate the peculiarities of the event was carried out, using it as an example of the implications of private sponsorship in contemporary art.A presente pesquisa aborda as relações que se formam entre arte contemporânea e marketing cultural, através do patrocínio privado exemplificado pela CowParade Porto Alegre. O marketing cultural apropria-se da arte contemporânea como uma ferramenta para a construção da imagem de uma empresa, marca ou produto. Para tanto, buscou-se contextualizar brevemente a evolução dos modos de apoio financeiro aos projetos culturais no Brasil, a fim de refletir sobre o crescente interesse da iniciativa privada em patrocinar eventos artísticos. Como fundamento teórico considerou-se o debate em torno de definições referentes à mercado, marketing cultural, cultura e políticas culturais, bem como com conceitos referentes ao sistema das artes e bens simbólicos. Feita a coleta das informações da CowParade Porto Alegre e das entrevistas (expectativas e impressões) com artistas e demais participantes do evento, foi elaborada uma análise para demonstrar as peculiaridades do evento, utilizando-o como um exemplo das implicações do patrocínio privado na arte contemporânea.Coordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em Artes VisuaisUFSMBRArtesArte contemporâneaMarketing culturalCampoCowParade Porto Alegre/RSContemporary artCultural marketingFieldCNPQ::LINGUISTICA, LETRAS E ARTES::ARTESAs relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010Relations between contemporary art and cultural marketing: CowParade Porto Alegre 2010info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisCarvalho, Ana Maria Albani dehttp://lattes.cnpq.br/8583123342049705Santos, Nara Cristinahttp://lattes.cnpq.br/0024977948247395Gastal, Susana de Araujohttp://lattes.cnpq.br/0363951380330385http://lattes.cnpq.br/7982702400239281Pozzobon, Tanise800300000006400300500300300b66f5e8c-675d-40fa-a1d3-fc8692d6d095ec8bf4e9-7030-4518-ac1c-2b6913771c73dd0a2fb8-f20d-426c-bf6f-0e340933d26264229339-3327-4236-899b-2b082b50c4bcinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALPOZZOBON, TANISE.pdfapplication/pdf9809093http://repositorio.ufsm.br/bitstream/1/5206/1/POZZOBON%2c%20TANISE.pdf166c408ccc570a353db4567adca6941bMD51TEXTPOZZOBON, TANISE.pdf.txtPOZZOBON, TANISE.pdf.txtExtracted texttext/plain517925http://repositorio.ufsm.br/bitstream/1/5206/2/POZZOBON%2c%20TANISE.pdf.txt9732a417e01cab0fb71c3b12db0ea34aMD52THUMBNAILPOZZOBON, TANISE.pdf.jpgPOZZOBON, TANISE.pdf.jpgIM Thumbnailimage/jpeg5028http://repositorio.ufsm.br/bitstream/1/5206/3/POZZOBON%2c%20TANISE.pdf.jpg8b0dc63c846c88bc840564d49d97cb46MD531/52062023-06-23 14:25:10.705oai:repositorio.ufsm.br:1/5206Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2023-06-23T17:25:10Biblioteca Digital de Teses e Dissertações do UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
dc.title.alternative.eng.fl_str_mv |
Relations between contemporary art and cultural marketing: CowParade Porto Alegre 2010 |
title |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
spellingShingle |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 Pozzobon, Tanise Arte contemporânea Marketing cultural Campo CowParade Porto Alegre/RS Contemporary art Cultural marketing Field CNPQ::LINGUISTICA, LETRAS E ARTES::ARTES |
title_short |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
title_full |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
title_fullStr |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
title_full_unstemmed |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
title_sort |
As relações entre arte contemporânea e marketing cultural: CowParade Porto Alegre 2010 |
author |
Pozzobon, Tanise |
author_facet |
Pozzobon, Tanise |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Carvalho, Ana Maria Albani de |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/8583123342049705 |
dc.contributor.referee1.fl_str_mv |
Santos, Nara Cristina |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/0024977948247395 |
dc.contributor.referee2.fl_str_mv |
Gastal, Susana de Araujo |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/0363951380330385 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/7982702400239281 |
dc.contributor.author.fl_str_mv |
Pozzobon, Tanise |
contributor_str_mv |
Carvalho, Ana Maria Albani de Santos, Nara Cristina Gastal, Susana de Araujo |
dc.subject.por.fl_str_mv |
Arte contemporânea Marketing cultural Campo CowParade Porto Alegre/RS |
topic |
Arte contemporânea Marketing cultural Campo CowParade Porto Alegre/RS Contemporary art Cultural marketing Field CNPQ::LINGUISTICA, LETRAS E ARTES::ARTES |
dc.subject.eng.fl_str_mv |
Contemporary art Cultural marketing Field |
dc.subject.cnpq.fl_str_mv |
CNPQ::LINGUISTICA, LETRAS E ARTES::ARTES |
description |
This research addresses the relationships that form between contemporary art and cultural marketing through the private sponsorship exemplified by CowParade Porto Alegre. The cultural marketing has the contemporary art as a tool for building the image of a company, brand or product. Therefore, we attempted to briefly contextualize the evolution of financial support modes for cultural projects in Brazil in order to think about the growing interest of private initiative in sponsoring artistic events. A debate on the definitions related to the market, marketing, culture and cultural policies was considered as a theoretical basis, as well as concepts related to the system of arts and symbolic goods. Once the collection of information from the CowParade Porto Alegre and interviews (expectations and impressions) with artists and other participants of the event were done, an analysis to demonstrate the peculiarities of the event was carried out, using it as an example of the implications of private sponsorship in contemporary art. |
publishDate |
2012 |
dc.date.issued.fl_str_mv |
2012-06-06 |
dc.date.accessioned.fl_str_mv |
2013-02-18 |
dc.date.available.fl_str_mv |
2013-02-18 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
POZZOBON, Tanise. Relations between contemporary art and cultural marketing: CowParade Porto Alegre 2010. 2012. 249 f. Dissertação (Mestrado em Artes) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/5206 |
identifier_str_mv |
POZZOBON, Tanise. Relations between contemporary art and cultural marketing: CowParade Porto Alegre 2010. 2012. 249 f. Dissertação (Mestrado em Artes) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
url |
http://repositorio.ufsm.br/handle/1/5206 |
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