Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto
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Data
2016
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O Jazz é marcado tanto pelo cruzamento entre a cultura erudita e a popular como pela
improvisação e mistura de ritmos. A evolução deste estilo musical torna-se importante devido à
divulgação mundial e à fusão com outros estilos como o rock, o funk e o pop, permitindo o
surgimento de novas tendências musicais.
Esta manifestação artístico-musical torna-se preponderante na evolução
da música, como no aparecimento de novos músicos e compositores. Surge assim a
necessidade de promover e divulgar a música e os artistas envolvidos nesta arte.
É através do recurso dos meios de comunicação de massas e das atividades
de lazer para o público, que o Jazz consegue estar presente no nosso dia-a-dia.
O processo histórico que contextualiza os meios de comunicação de massas descendem de
uma sequência de múltiplas e transitórias formas da comunicação visual, que se refletem
também na divulgação do Jazz. O estudo da comunicação visual permitirá analisar as várias
componentes artísticas e técnicas, tornando-se importantes para a análise da linguagem visual.
Assume-se também a importância do papel dos divulgadores do Jazz em promover e difundir
esta arte. A Fundação Calouste Gulbenkian torna-se um intermediário importante ao
acompanhar e mostrar a evolução do Jazz ao longo de três décadas. O Jazz em Agosto, revela
assim uma identidade própria tornando-se alvo para o estudo da comunicação visual.
O estudo sobre a comunicação visual será o ponto de partida para esta investigação, tendo
como foco principal a identidade visual e a comunicação feita através
dos cartazes.
Jazz music is characterized as much by the intersection between erudite and popular culture as by the improvisation and mixture of rhythms. The evolution of this musical style has become important due to global dissemination and fusion with other styles like rock, funk and pop, allowing for a surge in new musical trends. This artistic and musical performance becomes important in the evolution of music, as with the appearance of new musicians and composers. Thus emerges the need to promote and spread the music and the artists involved in this art. It is through the use of mass media and recreational activities that Jazz is able to be present in our everyday lives. The historical process that contextualizes the forms of mass media comes from a sequence of multiple and transitional forms of visual communication, that are reflected themselves in the promotion of Jazz. The study of visual communication will allow an analysis of the several artistic and technical components that are important to the study of the visual language. It is also worth mentioning the importance of Jazz promoters in spreading and promoting this art. The Calouste Gulbenkian Foundation has become an important intermediary by tracking and demonstrating the evolution of Jazz over three decades. "Jazz em Agosto" (Jazz In August) reveals its own identity as such, becoming the target for the study of visual communication. The study of visual communication will be the starting point for this investigation, focusing mainly on visual identity and communication made through posters.
Jazz music is characterized as much by the intersection between erudite and popular culture as by the improvisation and mixture of rhythms. The evolution of this musical style has become important due to global dissemination and fusion with other styles like rock, funk and pop, allowing for a surge in new musical trends. This artistic and musical performance becomes important in the evolution of music, as with the appearance of new musicians and composers. Thus emerges the need to promote and spread the music and the artists involved in this art. It is through the use of mass media and recreational activities that Jazz is able to be present in our everyday lives. The historical process that contextualizes the forms of mass media comes from a sequence of multiple and transitional forms of visual communication, that are reflected themselves in the promotion of Jazz. The study of visual communication will allow an analysis of the several artistic and technical components that are important to the study of the visual language. It is also worth mentioning the importance of Jazz promoters in spreading and promoting this art. The Calouste Gulbenkian Foundation has become an important intermediary by tracking and demonstrating the evolution of Jazz over three decades. "Jazz em Agosto" (Jazz In August) reveals its own identity as such, becoming the target for the study of visual communication. The study of visual communication will be the starting point for this investigation, focusing mainly on visual identity and communication made through posters.
Descrição
Orientação: Teresa Mendes Flores; co-orientação: Rui Matoso
Palavras-chave
MESTRADO EM PROGRAMAÇÃO E GESTÃO CULTURAL, PROGRAMAÇÃO CULTURAL, COMUNICAÇÃO, COMUNICAÇÃO VISUAL, JAZZ, FESTIVAIS DE MÚSICA, IDENTIDADE, PROGRAMAÇÃO CULTURAL, PORTUGAL, COMMUNICATION, VISUAL COMMUNICATION, JAZZ, MUSIC FESTIVALS, IDENTITY, CULTURAL PROGRAMMING, PORTUGAL