A influÃncia dos modelos de financiamento à cultura adotados pelas instituiÃÃes bancÃrias no campo cultural recifense

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

The objective of the present research is to identify how the models of financing cultural activities adopted by banking organizations influence the cultural field of the city of Recife, in northeastern Brazil. In order to reach this objective, it was stated that there are two ways a bank can support cultural activities: directly and indirectly. The first way is through other organizationsâ projects and the second one is by implementing the bankâs cultural projects on its own cultural centers. This research work was based on the institutional theory, and uses such concepts as organizational field, environment and institutionalization. It consists of a qualitative research which tries to identify who are the actors and the way they interact with this field, thus understanding the fieldâs own configuration. As a result, the research shows that all the banks invest in culture as a marketing action, what may be a sign of awareness of being legitimated by the society they are inserted, demonstrating the importance of the institutional field for this type of organization. It was also possible to perceive that this field is still in an institutionalization process and the indirect form of financing is making possible for it to become more structured

ASSUNTO(S)

organizational field bancos institutional theory organizaÃÃes culturais campo organizacional banks teoria institucional administracao cultural organizations

ACESSO AO ARTIGO

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