Social capital for action: “Let’s put the Sequeira in its rightful place”
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2023
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A tese Social Capital for Action: “Let’s Put the Sequeira in Its Rightful Place” [Capital Social para a Ação: “Vamos Pôr o Sequeira no Lugar Certo”] documenta, analisa e interpreta a comunicação para construção estruturada de capital social para financiamento colaborativo online nas artes (2015-2016). A campanha resultou de decisão estratégica da Direção do MNAA com três objetivos -- museológico, branding e político-administrativo: a compra oportuna de recôndita pintura do século XIX A Adoração dos Magos do inconspícuo Domingos Sequeira; reposicionamento da subvalorizada marca MNAA como o “primeiro museu”; apoio à autonomia financeira e administrativa legislativa no setor de museus. O primeiro objetivo teve sucesso. É analisada a criatividade e a mecânica da comunicação desenvolvida para a campanha, centrada no apelo à ação social coletiva veiculado por um slogan que consubstancia os principais elementos da ação mediada onde Sequeira funciona como o avatar do foco do discurso: o artefacto pintado do mito dos Magos, o mais jovial de todos os mitos cristãos. O efeito de atração de uma pluralidade de construções sociais profundas, significados culturais, práticas discursivas é discutido. São identificadas histórias milenares, atores mitológicos ou expressivos emanados de mitos religiosos que exalam atributos naturalizados, simbólicos. É identificada a aplicação sincrética por Sequeira de processos de comunicação visual estabelecidos na Renascença e de elementos que antecipam o romantismo. Examina-se o poder diagramático mnemónico da imagem, os elementos visuais subjacentes que exerceram poder persuasivo silencioso não expresso. Analisa-se o discurso para persuadir confiança necessária para a construção de capital social e os seus elementos constituintes – transparência e prestação de contas. Liderança e empreendedorismo são destacados. Regras e flexibilidade, instituições estabelecidas e o contexto são identificados. A função de sinalização de atores institucionais, individuais, simbólicos ou de status imbuídos de poder significante acionável e conferentes de prestígio e a transformação da prática social em doar para a cultura é explorada. Elementos de construção de confiança no processo de doação e a garantia da qualidade artística do artefacto são identificados. O design da plataforma online, a proximidade de objetivos e recompensa emocional de doar são investigados. Palavras-chave: financiamento colaborativo; museu; Sequeira; Magos; MNAA
The thesis Social Capital for Action: “Let’s Put the Sequeira in Its Rightful Place” documents, analyzes and interprets the structured communication construction of social capital for online collaborative funding support in the arts (2015-2016). The thesis generated a case study statement on the entrepreneurial initiative. The campaign resulted from a strategic decision by the MNAA’s directorship with three objectives - museological, branding and political-administrative: the opportune purchase of an out of public view XIX century painting, The Adoration of the Magi, by the inconspicuous Domingos Sequeira; repositioning the undervalued MNAA brand as the “first museum”; and supporting new legislation for financial and administrative autonomy in the museum sector. The first objective was successful. The thesis analyses the creativity and communication mechanics developed for the campaign centered on the appeal to collective social action conveyed by a slogan that embodied the main elements of the mediated action in which Sequeira works as the avatar of the focus of the discourse: the painted artefact of the Magi myth, the most joyful of all Christian myths. The attractive effect of a plurality of deep social constructs, cultural meanings, discursive practices is discussed. Millennial stories and mythological or expressive actors emanating from religious myths that exude naturalized, symbolic weight are identified; Sequeira's syncretic application of visual communication processes established in the Renaissance and anticipating romanticism are identified. The mnemonic diagrammatic power of the image, its visual underlying and unexpressed attributes exerting silent persuasive intensity are examined. The discourse to convey trust necessary for the construction of social capital and its main elements – transparency and accountability -- is analyzed. Leadership and entrepreneurship are highlighted. Rules and flexibility, established institutions, and the contextual playing field are identified. The signaling function of institutional, individual, symbolic or status actors imbued with significant actionable power and prestige conferring attributes and the transformation of social practice into giving to culture is explored. Elements of building trust in the donation process and ensuring the artistic quality of the artefact are identified. The design and mechanics of the online platform, goals and the emotional rewards of donating are investigated. Key words: collaborative financing; museum; Sequeira; Magi; MNAA
The thesis Social Capital for Action: “Let’s Put the Sequeira in Its Rightful Place” documents, analyzes and interprets the structured communication construction of social capital for online collaborative funding support in the arts (2015-2016). The thesis generated a case study statement on the entrepreneurial initiative. The campaign resulted from a strategic decision by the MNAA’s directorship with three objectives - museological, branding and political-administrative: the opportune purchase of an out of public view XIX century painting, The Adoration of the Magi, by the inconspicuous Domingos Sequeira; repositioning the undervalued MNAA brand as the “first museum”; and supporting new legislation for financial and administrative autonomy in the museum sector. The first objective was successful. The thesis analyses the creativity and communication mechanics developed for the campaign centered on the appeal to collective social action conveyed by a slogan that embodied the main elements of the mediated action in which Sequeira works as the avatar of the focus of the discourse: the painted artefact of the Magi myth, the most joyful of all Christian myths. The attractive effect of a plurality of deep social constructs, cultural meanings, discursive practices is discussed. Millennial stories and mythological or expressive actors emanating from religious myths that exude naturalized, symbolic weight are identified; Sequeira's syncretic application of visual communication processes established in the Renaissance and anticipating romanticism are identified. The mnemonic diagrammatic power of the image, its visual underlying and unexpressed attributes exerting silent persuasive intensity are examined. The discourse to convey trust necessary for the construction of social capital and its main elements – transparency and accountability -- is analyzed. Leadership and entrepreneurship are highlighted. Rules and flexibility, established institutions, and the contextual playing field are identified. The signaling function of institutional, individual, symbolic or status actors imbued with significant actionable power and prestige conferring attributes and the transformation of social practice into giving to culture is explored. Elements of building trust in the donation process and ensuring the artistic quality of the artefact are identified. The design and mechanics of the online platform, goals and the emotional rewards of donating are investigated. Key words: collaborative financing; museum; Sequeira; Magi; MNAA
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Orientação:Manuel José Carvalho de Almeida Damásio
Palavras-chave
DOUTORAMENTO EM CIÊNCIAS DA COMUNICAÇÃO, COMUNICAÇÃO, COMMUNICATION, MUSEUS, MUSEUMS, CAPITAL SOCIAL, SHARE CAPITAL, FINANCIAMENTO, FINANCING, MUSEU NACIONAL DE ARTE ANTIGA