O Centro Científico e Cultural de Macau e o seu Museu de Macau : perspetivas presente e futura (um estudo sobre boas práticas museológicas)
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2017
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A presente dissertação de Mestrado visa estabelecer o diagnóstico do marketing cultural do Museu de Macau (MM), enquanto estrutura integrada no Centro Científico e Cultural de Macau (CCCM). O diagnóstico abrange os anos entre 2010 e 2015, que coincidem largamente com o período mais agudo da grave crise financeira e económica que Portugal conheceu naqueles anos. Importava, para tanto, em primeiro lugar, conhecer os públicos do Museu de Macau e do CCCM, bem como as motivações que os levam a deslocar-se ao museu e a participar nas suas atividades, por forma a saber em que grau o instituto vem fidelizando aqueles públicos às suas diferentes ofertas.
Aceitando o convite, após uma visita ao Museu de Macau, para frequentar o Curso de Língua e Cultura Chinesa (CLCC) ali ministrado, a experiência pessoal adquirida nesse contexto levou a que nos interessássemos pelo estudo da lógica subjacente à intenção da instituição de manter, aumentar e diversificar os públicos do museu.
Focado no Museu de Macau, o estudo realizado centrava ainda a sua análise na articulação que o CCCM e o seu Museu de Macau, unidade integrada na Divisão de Museologia, mantêm e desenvolvem na promoção conjunta das respetivas funções, em termos de Visão, Missão e Valores.
The present dissertation aims to establish the diagnosis of the cultural marketing policies of the Macao Museum (MM), as a structure integrated in the Centro Científico e Cultural de Macau (CCCM). The diagnosis encompasses the years from 2010 to 2015, largely coincident with the most acute period of the serious financial and economic crisis that affected Portugal during those years. First of all, we needed to know the different publics of the Museu de Macau and of the CCCM, as well as the their motivations to visit the museum and to involve themselves more or less consistently in its activities. Having accepted the invitation, after a visit to the Museu de Macau, to attend the Course of Chinese Language and Culture (CLCC), lectured in the premises of the museum, the personal experience gained during the classes, led us to study the logic behind the intention of the institute to keep, to diversify, and to increase its publics, above all those of the museum. Focused on the Museu de Macau, our research aims furthermore to highlight the close articulation of the CCCM and its museum in order to promote their particular functions, in terms of Vision, Mission and Values.
The present dissertation aims to establish the diagnosis of the cultural marketing policies of the Macao Museum (MM), as a structure integrated in the Centro Científico e Cultural de Macau (CCCM). The diagnosis encompasses the years from 2010 to 2015, largely coincident with the most acute period of the serious financial and economic crisis that affected Portugal during those years. First of all, we needed to know the different publics of the Museu de Macau and of the CCCM, as well as the their motivations to visit the museum and to involve themselves more or less consistently in its activities. Having accepted the invitation, after a visit to the Museu de Macau, to attend the Course of Chinese Language and Culture (CLCC), lectured in the premises of the museum, the personal experience gained during the classes, led us to study the logic behind the intention of the institute to keep, to diversify, and to increase its publics, above all those of the museum. Focused on the Museu de Macau, our research aims furthermore to highlight the close articulation of the CCCM and its museum in order to promote their particular functions, in terms of Vision, Mission and Values.
Descrição
Orientação: Rafael Gonçalo Pimentel
Gomes Filipe
Palavras-chave
MESTRADO EM PROGRAMAÇÃO E GESTÃO CULTURAL, COMUNICAÇÃO, MARKETING CULTURAL, PÚBLICO, MUSEUS, MUSEU DE MACAU, CENTRO CIENTÍFICO E CULTURAL DE MACAU, COMMUNICATION, CULTURAL MARKETING, PUBLIC, MUSEUMS, MACAO MUSEUM, MACAO SCIENTIFIC AND CULTURAL CENTER