Casa-Museu Leal da Câmara: serviço educativo e estratégias de comunicação
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2011
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A presente dissertação de Mestrado teve como objectivo a análise e caracterização das
actividades do serviço educativo e das estratégias de comunicação da Casa-Museu de Leal da
Câmara (CMLC). Partindo de um estudo de caso, pretendeu-se apresentar perspectivas futuras
para o alargamento dos públicos, das actividades e das acções de comunicação na CMLC e
em museus do mesmo tipo.
Esta investigação incide sobre o período de 2003 a 2011, isto é, desde a criação do serviço
educativo até aos dias de hoje.
Para melhor conhecer o objecto de estudo torna-se necessário apresentar o artista/patrono e
caracterizar o território (Rinchoa) onde se insere a CMLC, bem como a comunidade que
habita no Município de Sintra. Esta comunidade, outrora chamada saloia, influenciou a obra
do artista assim como as suas actividades.
De modo a caracterizar o público-alvo das actividades educativas foram realizados inquéritos
sobre o serviço educativo. Pretendeu-se com estes inquéritos, por um lado, conhecer o nível
de satisfação do público escolar e não escolar e, por outro, aferir quais as condições que
permitiriam o alargamento das actividades educativas ao público em geral.
Tendo ainda por objectivo conhecer a visibilidade e os meios através dos quais o público teve
conhecimento da CMLC, realizou-se o inquérito sobre comunicação.
Para além dos inquéritos sobre o serviço educativo e comunicação foram ainda realizadas seis
entrevistas, três das quais aos dirigentes da Câmara Municipal de Sintra directamente ligados
aos destinos da CMLC e outras três entrevistas a parceiros e participantes nas actividades do
serviço educativo.
Após análise de todos os dados recolhidos conclui-se que o público-alvo do serviço educativo
é o público escolar e que a CMLC é visitada maioritariamente pela comunidade local escolar.
A maioria dos visitantes fica a conhecer a CMLC através de outros meios como a escola ou o
trabalho e não através dos meios de comunicação onde a Casa-Museu é frequentemente
divulgada.
The aim of this Master's thesis was to analyze and characterize the activities of the educational service and communication strategies of the Casa Museu Leal da Câmara (CMLC). Starting from a case study, we have sought to present future prospects for extending the public, the activities and these communication actions from CMLC to the museums of the same type. This research focuses on the period from 2003 to 2011, i.e. (that is), since the creation of the educational service to the present day. To better understand the object of this study it is necessary to present the artist / patron and the territory around CMLC (Rinchoa) where it belongs, as well as the community that inhabits the Municipality of Sintra. This community, formerly known as rustic (saloia) has influenced the artist's work and his activities. There were conducted surveys about the educational service to further understand the target of the educational activities. This was intended to determine the level of school and non school public satisfaction with this service and the main needs for its extension to the general public. To understand the visibility and the means by which the public was aware of the CMLC an inquiry was held on the communication methods. In addition to inquiries about the educational service and communication six interviews were also carried out, three of which to the leaders of the Municipality of Sintra directly linked to the policies of the CMLC and the others to partners and participants in the activities of educational services. After analyzing all the data we have concluded that the target audience of educational services is the school public and that the CMLC is visited mostly by the local school community. Most visitors became aware of the CMLC through other means as school or workplace and not through the media where the CMLC is often released.
The aim of this Master's thesis was to analyze and characterize the activities of the educational service and communication strategies of the Casa Museu Leal da Câmara (CMLC). Starting from a case study, we have sought to present future prospects for extending the public, the activities and these communication actions from CMLC to the museums of the same type. This research focuses on the period from 2003 to 2011, i.e. (that is), since the creation of the educational service to the present day. To better understand the object of this study it is necessary to present the artist / patron and the territory around CMLC (Rinchoa) where it belongs, as well as the community that inhabits the Municipality of Sintra. This community, formerly known as rustic (saloia) has influenced the artist's work and his activities. There were conducted surveys about the educational service to further understand the target of the educational activities. This was intended to determine the level of school and non school public satisfaction with this service and the main needs for its extension to the general public. To understand the visibility and the means by which the public was aware of the CMLC an inquiry was held on the communication methods. In addition to inquiries about the educational service and communication six interviews were also carried out, three of which to the leaders of the Municipality of Sintra directly linked to the policies of the CMLC and the others to partners and participants in the activities of educational services. After analyzing all the data we have concluded that the target audience of educational services is the school public and that the CMLC is visited mostly by the local school community. Most visitors became aware of the CMLC through other means as school or workplace and not through the media where the CMLC is often released.
Descrição
Orientação: Luís Cláudio Ribeiro
Palavras-chave
COMUNICAÇÃO, ESTRATÉGIAS DE COMUNICAÇÃO, GESTÃO CULTURAL, PÚBLICO, CASA-MUSEU LEAL DA CÂMARA, SERVIÇO EDUCATIVO, COMMUNICATION, COMMUNICATION STRATEGIES, CULTURAL MANAGEMENT, PUBLIC, MESTRADO EM PROGRAMAÇÃO E GESTÃO CULTURAL