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Authors
Abstract(s)
As estratégias e as ferramentas de Relações Públicas (RP) contribuem para dar corpo à sociedade
contemporânea, se encararmos o diálogo como o elemento fundamental da sua atividade. A
comunicação no Terceiro Setor tem-se revelado essencial para a mobilização das comunidades
locais e das organizações sem fins lucrativos, tanto para conceder visibilidade ao trabalho
realizado neste âmbito, como para o credibilizar perante as diversas esferas da sociedade.
A relação entre a arte e a sociedade, em particular as práticas artísticas participativas que se
multiplicaram em diversos campos, na contemporaneidade, deram origem a projetos que não se
cingem à representação da realidade, mas que se expandem abarcando a conceção de
conhecimento e a construção de vínculos sociais (Sansi, 2015).
As áreas de intervenção da comunicação para a mobilização social são amplas e podem contribuir
para o desenvolvimento e a melhoria das condições de vida dos cidadãos e, por conseguinte,
fomentar a justiça social.
Para esta investigação foi escolhido, como estudo de caso, a Iniciativa PARTIS promovida pela
Fundação Calouste Gulbenkian (FCG), que financia práticas artísticas para a inclusão social, com
o objetivo de promover o bem-estar social e a igualdade de oportunidades junto de grupos sociais
desfavorecidos e vulneráveis (FCG, 2021).
O objetivo principal foi indagar se a Iniciativa artística PARTIS beneficia de uma comunicação
capaz de contribuir para a mobilização social. Para tal, recorreu-se a uma metodologia com um
enfoque eminentemente qualitativo, com a realização de entrevistas à entidade financiadora e às
entidades promotoras dos projetos e procedendo-se à identificação das ferramentas de
comunicação utilizadas por ambas.
Os resultados obtidos indicam o predomínio de uma comunicação informal da FCG com os
promotores dos projetos artísticos e pontualmente com alguns dos participantes, inexistindo um
plano estratégico de comunicação alargado a todos os agentes, capaz de originar maior impacto
social. Observa-se, portanto, uma comunicação mais direta e circunscrita a cada um dos projetos,
competente para promover a mobilização dos agentes envolvidos, mas falta ainda garantir um
papel mais estratégico em termos da comunicação para a mobilização social no âmbito da
Iniciativa PARTIS.
ABSTRACT: Public Relations (PR) strategies and tools contribute to giving shape to contemporary society, if we see dialogue as the fundamental element of its activity. Communication in the Third Sector has proven to be essential for mobilizing local communities and non-profit organizations, both to provide visibility to the work carried out in this field and to give it credibility in the various spheres of society. The relationship between art and society, in particular the participatory artistic practices that have multiplied in different fields, in contemporary times, have given rise to projects that are not limited to the representation of reality, but that expand to encompass the conception of knowledge and the construction of social bonds (Sansi, 2015). The areas of communication intervention for social mobilization are broad and can contribute to the development and improvement of citizens' living conditions and, therefore, promote social justice. For this investigation, was chosen as a case study, the PARTIS Initiative, promoted by the Calouste Gulbenkian Foundation (FCG), which finances artistic practices for social inclusion, with the aim of promoting social well-being and equal opportunities for disadvantaged and vulnerable social groups (FCG, 2021). The main objective was to ask whether the PARTIS artistic initiative benefits from communication capable of contributing to social mobilization. To this end, a methodology with an eminently qualitative focus was used, with interviews carried out with the financing entity and the entities promoting the projects and identifying the communication tools used by both. The results obtained indicate the predominance of informal communication between the FCG and the promoters of the artistic projects and occasionally with some of the participants, with the absence of a strategic communication plan extended to all agents, capable of generating greater social impact. Therefore, there is a more direct communication limited to each of the projects, capable of promoting the mobilization of the agents involved, but a more strategic role in terms of communication for social mobilization within the scope of the PARTIS Initiative still needs to be guaranteed.
ABSTRACT: Public Relations (PR) strategies and tools contribute to giving shape to contemporary society, if we see dialogue as the fundamental element of its activity. Communication in the Third Sector has proven to be essential for mobilizing local communities and non-profit organizations, both to provide visibility to the work carried out in this field and to give it credibility in the various spheres of society. The relationship between art and society, in particular the participatory artistic practices that have multiplied in different fields, in contemporary times, have given rise to projects that are not limited to the representation of reality, but that expand to encompass the conception of knowledge and the construction of social bonds (Sansi, 2015). The areas of communication intervention for social mobilization are broad and can contribute to the development and improvement of citizens' living conditions and, therefore, promote social justice. For this investigation, was chosen as a case study, the PARTIS Initiative, promoted by the Calouste Gulbenkian Foundation (FCG), which finances artistic practices for social inclusion, with the aim of promoting social well-being and equal opportunities for disadvantaged and vulnerable social groups (FCG, 2021). The main objective was to ask whether the PARTIS artistic initiative benefits from communication capable of contributing to social mobilization. To this end, a methodology with an eminently qualitative focus was used, with interviews carried out with the financing entity and the entities promoting the projects and identifying the communication tools used by both. The results obtained indicate the predominance of informal communication between the FCG and the promoters of the artistic projects and occasionally with some of the participants, with the absence of a strategic communication plan extended to all agents, capable of generating greater social impact. Therefore, there is a more direct communication limited to each of the projects, capable of promoting the mobilization of the agents involved, but a more strategic role in terms of communication for social mobilization within the scope of the PARTIS Initiative still needs to be guaranteed.
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 Comunicação para a mobilização social Arte participativa PARTIS (Práticas Artísticas para a Inclusão Social) Public relations Communication for social mobilization Participatory art
Citation
Caiado, S.F.L. (2023). Comunicação para a mobilização e inclusão sociais: A iniciativa PARTIS. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/16990
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social