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O mecenato cultural enquanto exemplo estratégico de responsabilidade social corporativa – o caso da Fundação Millennium bcp
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Abstract(s)
Numa sociedade em que cada vez mais é exigida uma resposta das empresas para as diferentes questões sociais que surgem nas comunidades em que se inserem, a manutenção de uma postura ativa e socialmente responsável deixou de ser uma questão de escolha e passou a ser ilustrativa da conduta ética e dos valores de uma empresa. Neste sentido, inseri-la na estratégia de uma empresa pode ser indicativo do modo como esta quer ser percepcionada no mercado e aos olhos do seu público-alvo, além de evidenciar a sua predisposição para encarar determinada questão social tendo em vista a solução, ao invés do problema. Por isso, a responsabilidade social corporativa (RSC) é um conceito que “tem vindo a crescer em termos de importância e significado” (Braga et al., 2019, p. 406) e que se tornou numa componente da comunicação corporativa do século XXI e numa função das Relações Públicas (Vescia, 1987; Morera, 2015, p. 67).
A RSC pode ser exercida de diversas formas e o Mecenato Cultural surge nesta esfera como uma ferramenta que pode contribuir para o desenvolvimento do panorama cultural de um país. Logo, apresenta-se como uma ferramenta empresarial estratégica, útil para trabalhar e comunicar a RSC (Vescia, 1987; Mendez & Soares, 2004, p. 324; Palencia-Lefler Ors, 2007), assim como para manter non-marketing relationships com os diferentes públicos (Williams, 2014), obter visibilidade, e construir uma reputação positiva em redor de determinada empresa. Por isso, de modo a estudar a relação entre os conceitos de relações públicas, RSC, e mecenato cultural, realizou-se uma investigação com recurso a uma metodologia qualitativa, que culminou no estudo do caso da Fundação Millennium bcp e do modo como esta comunica a sua estratégia de mecenato cultural enquanto parte da sua política de RSC. Concluiu-se que, com recurso ao mecenato cultural, a Fundação e o Banco Millennium bcp providenciam algo à sociedade, neste caso investindo na cultura, agregando valor através da promoção e do exercício de uma comunicação, maioritariamente, informativa e mobilizadora, das ações de mecenato efetuadas.
Por sua vez, o público-alvo retribui valorizando, legitimando, e conotando positivamente a Fundação e a empresa que a criou.
ABSTRACT: In a society where companies are increasingly required to respond to the different social issues that arise in the communities where they operate, maintaining an active and socially responsible stance is no longer a matter of choice and has become an illustration of conduct ethics and values of a company. In this sense, including it in a company's strategy can be indicative of the way it wants to be perceived in the market and in the eyes of its target audience, in addition to highlighting its predisposition to face a certain social issue with a view to the solution instead of the problem. Therefore, corporate social responsibility (CSR) is a concept that “has been growing in terms of importance and meaning” (Braga et al., 2019, p. 406) and has become a component of corporate communication in the 21st century and in a PR functions (Vescia, 1987; Morera, 2015, p. 67). CSR can be exercised in different ways and Cultural Patronage is a means of contributing to the development of a country's cultural panorama. Therefore, it presents itself as a useful strategic business tool for communicating and working on CSR (Vescia, 1987; Mendez & Soares,2004, p.324; Palencia-Lefler Ors, 2007), as well as for maintaining non-marketing relationships with different audiences (Williams, 2014), gain visibility, and build a positive reputation around a certain company. Therefore, to study the relationship between the concepts: public relations, CSR, and cultural patronage, an investigation was carried out using a qualitative methodology, which culminated in the study of the case of Fundação Millennium bcp and how it communicates its cultural patronage strategy as part of its CSR policy. It was concluded that, with cultural patronage, the Foundation and Banco Millennium bcp provide something to society, in this case in the form of investment in culture, adding value through the promotion and exercise of communication, mostly informative and mobilizing, of patronage actions carried out. In turn, the target audience reciprocates by valuing, legitimizing, and positively connoting the Foundation and the company that created it.
ABSTRACT: In a society where companies are increasingly required to respond to the different social issues that arise in the communities where they operate, maintaining an active and socially responsible stance is no longer a matter of choice and has become an illustration of conduct ethics and values of a company. In this sense, including it in a company's strategy can be indicative of the way it wants to be perceived in the market and in the eyes of its target audience, in addition to highlighting its predisposition to face a certain social issue with a view to the solution instead of the problem. Therefore, corporate social responsibility (CSR) is a concept that “has been growing in terms of importance and meaning” (Braga et al., 2019, p. 406) and has become a component of corporate communication in the 21st century and in a PR functions (Vescia, 1987; Morera, 2015, p. 67). CSR can be exercised in different ways and Cultural Patronage is a means of contributing to the development of a country's cultural panorama. Therefore, it presents itself as a useful strategic business tool for communicating and working on CSR (Vescia, 1987; Mendez & Soares,2004, p.324; Palencia-Lefler Ors, 2007), as well as for maintaining non-marketing relationships with different audiences (Williams, 2014), gain visibility, and build a positive reputation around a certain company. Therefore, to study the relationship between the concepts: public relations, CSR, and cultural patronage, an investigation was carried out using a qualitative methodology, which culminated in the study of the case of Fundação Millennium bcp and how it communicates its cultural patronage strategy as part of its CSR policy. It was concluded that, with cultural patronage, the Foundation and Banco Millennium bcp provide something to society, in this case in the form of investment in culture, adding value through the promotion and exercise of communication, mostly informative and mobilizing, of patronage actions carried out. In turn, the target audience reciprocates by valuing, legitimizing, and positively connoting the Foundation and the company that created it.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas estratégicas Mecenato cultural Responsabilidade social corporativa Fundação Millennium bcp Strategic public relations Cultural patronage Corporate social responsibility
Citation
Rodriguez, A.M.A. (2024). O mecenato cultural enquanto exemplo estratégico de responsabilidade social corporativa – o caso da Fundação Millennium bcp. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21360
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social