Autor(es):
Sardica, Rita Paralta Curvelo Ribeiro Palma 
Data: 2013
Identificador Persistente: http://hdl.handle.net/10451/7698
Origem: Repositório da Universidade de Lisboa
Assunto(s): Museu do Chiado; Fundação Calouste Gulbenkian. Museu; Museologia; Curadoria; Arte; Marketing da cultura; Comunicação
Descrição
Tese de mestrado, Museologia e museografia, Universzidade de Lisboa, Faculdade de Belas Artes, 2013 Both as owners of large collections of art and producers of culture, through the exhibitions
each one stages, museums are key institutions in contemporary societies. Ever since their
historical origins, more than two centuries ago, museums underwent a process of growing
openness, democratization and massification, gathering new publics, made out of visitants and
consumers of new artists and new art forms. In the dialogue with the society they are
immersed in, museums had to reinvent and enlarge languages, instruments and strategies to
become growingly visible and attractive, investing in what nowadays is already consolidated
as cultural marketing. Originally created within the world of publicity and aimed at selling
mass consumer products, marketing can and must be a part of the museum's communication
with the public, and its basic importance is a given in any strategy of museum management.
The present dissertation sets from the evolution of the concept of museum, and from some
general context considerations on cultural marketing, the status of the work of art, the
profiling of cultural consumers and museum visitants and the various supports of
communications and marketing, to analyse the Portuguese situation, namely the practices of
two distinct art museums, a public one (Museu Nacional de Arte Contemponmea - Museu do
Chiado), and a private one (Museu da Funda<;:ffo Calouste Gulbenkian). Through the study of
the communication and marketing strategies developed by both of them to publicize two art
exhibitions - on the Portuguese painter Columbano Bordalo Pinheiro, in the former case, and
on European Still-Life painting, in the latter case - the aim is to contribute to an enlarged
portrait of the present situation, needs and advantages of cultural marketing as a privileged
medium for arts and culture in Portugal
