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A abordagem observacional na comunicação institucional audiovisual
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A comunicação audiovisual praticada por instituições de Ensino Superior em Portugal ainda é uma ferramenta pouco explorada hoje em dia, e nos poucos exemplos que se conseguem observar, encontramos abordagens essencialmente do campo da publicidade onde se pretende criar e moldar a realidade, ‘melhorando-a’ aos nossos olhos. Tratando-se de instituições de carácter1 social e não de empresas puramente viradas para os interesses económicos, interessou-me analisar que outras estratégias de representação audiovisual seriam possíveis adoptar. Neste estágio, tentei analisar o espectro de abordagens já utilizadas por diversas instituições e apresentar uma solução de abordagem documental e observacional aplicada à produção de conteúdos institucionais, através do caso específico do Departamento de Comunicação e Arte. Este relatório descreve todo o processo decorrido ao longo destes 11 meses, onde pude analisar e estudar a comunicação audiovisual em instituições de ensino superior, produzir alguns conteúdos audiovisuais institucionais e ainda uma longa metragem documental intitulada Fora de Palco. Nesta visão pessoal alargada, com influências de
Frederick Wiseman, procurei adoptar um estilo marcadamente autoral e independente, que me permitisse complementar a missão do estágio, com a vontade do meu eu-realizador.
Audiovisual communication practiced by Higher Education Institutions in Portugal is still a little explored tool nowadays, and in the few examples that can be detected, we discover approaches essentially from the field of advertising where one intends to create and shape reality, 'select it' in our eyes. Since these are institutions of a social nature and not companies purely focused on economic interests, I was interested in analyzing what other possible audiovisual representation strategies to adopt. At this stage, I tried to analyze the spectrum of approaches already used by different institutions and present a documental and observational approach solution applied to the production of institutional content, through the specific case of the Department of Communication and Art. This report describes the entire process that took place over these 11 months, where I was able to analyze and study audiovisual communication in higher education institutions, produce some institutional audiovisual content and also a feature-length documentary film entitled Off Stage. In this broad personal vision, influenced by Frederick Wiseman, I tried to adopt a markedly authorial and independent style, which would allow me to complement the internship's mission, with the will of my director-self.
Audiovisual communication practiced by Higher Education Institutions in Portugal is still a little explored tool nowadays, and in the few examples that can be detected, we discover approaches essentially from the field of advertising where one intends to create and shape reality, 'select it' in our eyes. Since these are institutions of a social nature and not companies purely focused on economic interests, I was interested in analyzing what other possible audiovisual representation strategies to adopt. At this stage, I tried to analyze the spectrum of approaches already used by different institutions and present a documental and observational approach solution applied to the production of institutional content, through the specific case of the Department of Communication and Art. This report describes the entire process that took place over these 11 months, where I was able to analyze and study audiovisual communication in higher education institutions, produce some institutional audiovisual content and also a feature-length documentary film entitled Off Stage. In this broad personal vision, influenced by Frederick Wiseman, I tried to adopt a markedly authorial and independent style, which would allow me to complement the internship's mission, with the will of my director-self.
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Comunicação institucional Audiovisual Comunicação Audiovisual Abordagem Documental Abordagem Observacional Linguagem Cinematográfica Departamento de Comunicação e Arte Frederick Wiseman Fora de Palco Audiovisual Communication Institutional Communication Documentary Approach Observational Approach Cinematographic Language Department of Communication and Art Off Stage