Gestão cultural: a construção da identidade da orquestra sinfônica de Santa Maria nos seus 50 anos

Abstract

The Cultural Management, chosen topic for this research, it is an area of activity that covers production, circulation and consumption of determined cultural product. The problem presented here seeks to respond the following question: “How to build the identity of the Symphonic Orchestra of Santa Maria from de events that allude its fiftieth anniversary?”. To help us answer this question we sing three specific objectives: 1) identify opportunities for the professional of public relations to work in the cultural area; 2) contribute to the register of the history of the Symphonic Orchestra of Santa Maria; 3) describe which dissemination strategies the Orchestra used in its commemorative events of 50 years. As methodology we resort to a exploratory research combined with cultural analysis based on Williams (2003) and culture circuit proposed by Johnson (2001). Our theoretical and methodological contribution has origins in the Cultural Studies, and brings concepts about culture, identity, representation, public relations, events and cultural management. As result of the research, concludes that the identity of the Orchestra from the events that allude its fiftieth anniversary is built from the promotional materials and the concerts themselves. The built identity about the material produced – invitation, poster and program – for each concert, indicates that these elements are used throughout its history. The concert is the main production of the Orchestra. Is configured as a set of activities that permeate its work anchoring in the performance of various audiences as: musicians, teachers, direction, communication advisory and gallery.