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(Re)criar relações: Comunicação, Mediação Cultural e Desenvolvimento de Públicos da Cultura em Territórios de Baixa Densidade
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Resumo(s)
O tema do desenvolvimento de públicos na área da cultura tem sido
amplamente discutido, a par do debate sobre a importância das organizações culturais
se manterem relevantes numa sociedade em que a produção de conteúdos e o seu
consumo são processos cada vez mais acelerados. Além disso, numa sociedade
globalizada, marcada por fenómenos migratórios e pela diversidade, o acesso à criação,
fruição e participação cultural continua a reproduzir desigualdades sociais. Contudo, a
área do desenvolvimento de públicos tem sido estudada sobretudo no contexto de
organizações situadas em territórios urbanos, conferindo menos atenção ao trabalho
desenvolvido em territórios de baixa densidade, onde as organizações culturais
enfrentam maiores desafios relacionados com equipas, questões orçamentais, espaços
de apresentação, entre outros. Para compreender melhor as dinâmicas de
desenvolvimento de públicos em territórios de baixa densidade, procurou-se analisar os
desafios e as oportunidades encontradas nesse contexto, averiguando de que forma
afetam as estratégias adotadas para alcançar, envolver e fidelizar os públicos. Para tal,
a área do desenvolvimento de públicos foi dividida em dois conceitos fundamentais que
orientaram a investigação — o alcance e o envolvimento de públicos. Este estudo
procurou analisar o trabalho de três organizações culturais que trabalham no âmbito
das artes performativas em diferentes territórios de baixa densidade em Portugal —
Comédias do Minho (Alto Minho), UMCOLETIVO (Alto Alentejo) e Lavrar o Mar (Alentejo
Litoral e Algarve) — contribuindo para que o conhecimento sobre este tema reflita as
estratégias de relação com os públicos que se desenvolvem nestes contextos. Através
da pergunta de partida — Que estratégias de alcance e práticas de envolvimento de
públicos são utilizadas por organizações culturais em territórios de baixa densidade e
como respondem diretamente aos desafios encontrados nestes contextos? — procurouse fazer uma abordagem comparativa das práticas das organizações escolhidas. Foram
sistematizadas estratégias específicas de desenvolvimento de públicos através de uma
metodologia que incluiu a análise de conteúdo que partiu da observação das
plataformas digitais das três organizações, a realização e análise de entrevistas
semiestruturadas com representantes das mesmas, e a consulta de fontes adicionais
relevantes para o estudo. Os resultados mostraram que as estratégias de comunicação,
programação, mediação e criação implementadas pelas organizações auscultadas
respondem diretamente aos desafios e oportunidades dos territórios de baixa
densidade onde desenvolvem o seu trabalho. O estudo revela ainda que é sobretudo na
comunicação offline, isto é, na relação presencial com o território e os públicos, que as
organizações apresentam estratégias mais diferenciadoras, diretamente relacionadas
com o contexto em que se inserem. Conclui-se que, através de diferentes estratégias de
desenvolvimento de públicos, as três organizações garantem diferentes formas de
acesso às suas práticas artísticas e promovem modelos de organização social mais
justos, combatendo a reprodução de desigualdades sociais no meio artístico e cultural.
: The topic of audience development in the cultural sector has been widely discussed, alongside the debate on the importance of cultural organizations remaining relevant in a society where content production and consumption are increasingly accelerated processes. Moreover, in a globalized society marked by migratory phenomena and diversity, access to cultural creation, enjoyment, and participation continues to reproduce social inequalities. However, the topic of audience development has been studied primarily in the context of organizations located in urban territories, with less attention given to the work carried out in low-density territories, where cultural organizations face greater challenges related to their staff, budget constraints, presentation spaces, among others. To better understand the dynamics of audience development in low-density territories, this study aimed to analyse the challenges and opportunities found in these contexts, examining how they influence the strategies adopted to reach, engage, and retain audiences. To this end, the field of audience development was divided into two fundamental concepts that guided the investigation — audience reach and audience engagement. This study sought to analyse the work of three cultural organizations in the field of performing arts in different low-density territories in Portugal — Comédias do Minho (Alto Minho), UMCOLETIVO (Alto Alentejo) and Lavrar o Mar (Alentejo Litoral and Algarve) — contributing to a body of knowledge that reflects the audience engagement strategies developed in these contexts. Through the research question — What audience reach strategies and engagement practices are used by cultural organizations in low-density territories, and how do they directly address the challenges found in these contexts? — a comparative approach was applied to analyse the practices of the selected organizations. Specific audience development strategies were systematized using a methodology that included content analysis based on the observation of the digital platforms of the three organizations, semi-structured interviews with their representatives, and consultation of additional relevant sources. The results showed that the communication, programming, mediation and creation strategies implemented by the organizations directly respond to the challenges and opportunities of the low-density territories where they work. The study also revealed that offline communication, particularly face-to-face interaction with the territory and its audiences, is where organizations present the most distinctive strategies, directly tied to the context in which they are embedded. The research concludes that, through different audience development strategies, the three organizations foster various forms of access to their artistic practices and promote more equitable models of social organization, countering the reproduction of social inequalities in the artistic and cultural sectors.
: The topic of audience development in the cultural sector has been widely discussed, alongside the debate on the importance of cultural organizations remaining relevant in a society where content production and consumption are increasingly accelerated processes. Moreover, in a globalized society marked by migratory phenomena and diversity, access to cultural creation, enjoyment, and participation continues to reproduce social inequalities. However, the topic of audience development has been studied primarily in the context of organizations located in urban territories, with less attention given to the work carried out in low-density territories, where cultural organizations face greater challenges related to their staff, budget constraints, presentation spaces, among others. To better understand the dynamics of audience development in low-density territories, this study aimed to analyse the challenges and opportunities found in these contexts, examining how they influence the strategies adopted to reach, engage, and retain audiences. To this end, the field of audience development was divided into two fundamental concepts that guided the investigation — audience reach and audience engagement. This study sought to analyse the work of three cultural organizations in the field of performing arts in different low-density territories in Portugal — Comédias do Minho (Alto Minho), UMCOLETIVO (Alto Alentejo) and Lavrar o Mar (Alentejo Litoral and Algarve) — contributing to a body of knowledge that reflects the audience engagement strategies developed in these contexts. Through the research question — What audience reach strategies and engagement practices are used by cultural organizations in low-density territories, and how do they directly address the challenges found in these contexts? — a comparative approach was applied to analyse the practices of the selected organizations. Specific audience development strategies were systematized using a methodology that included content analysis based on the observation of the digital platforms of the three organizations, semi-structured interviews with their representatives, and consultation of additional relevant sources. The results showed that the communication, programming, mediation and creation strategies implemented by the organizations directly respond to the challenges and opportunities of the low-density territories where they work. The study also revealed that offline communication, particularly face-to-face interaction with the territory and its audiences, is where organizations present the most distinctive strategies, directly tied to the context in which they are embedded. The research concludes that, through different audience development strategies, the three organizations foster various forms of access to their artistic practices and promote more equitable models of social organization, countering the reproduction of social inequalities in the artistic and cultural sectors.
Descrição
Palavras-chave
Descentralização cultural Cultural decentralization Públicos da Cultura Cultural audiences Comunicação cultural Cultural communication Programação cultural Cultural programming Mediação cultural Cultural mediation Práticas participativas Participatory practices Territórios de Baixa Densidade Low-density territories