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Publication
Communicating culture: strategic communication management of the contemporary art museums in the XXIth century, in Portugal: case studies: Museu Nacional de Arte Contemporânea: Lisboa; Museu de Arte Contemporânea de Serralves, no Porto; Museu de Arte Contemporânea de Elvas
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Advisor(s)
Abstract(s)
Throughout the year and half of research developed during the times of crisis or
economic crisis in Portugal due to the austerity measures, this thesis focuses on the cultural
communication and museology in the area of cultural management in Portugal. With an ever
growing number of research being developed over the world, this study is unique as it studies
managerial diversity and organisational structures of Contemporary Art Museums that exist
in Portugal but more importantly how they communicate their organizations within and
beyond the Museum walls such as online or other technological media. As the communication
management of the museums is one of aspects of culture in which cultural management
intends to intervene.
The research study that I proposed to analyse has at the forefront the intention to
understand how the Contemporary Art Museums in Portugal manage their communication
and respective organizations, whether they be a Public-Private/Foundation, State or Council
run organizations but also understand if a strategic plan is designed and implemented in times
of crisis, to withstand disruptive economic scenarios projected on a daily basis.
The following Museums were selected due to the fact of being Contemporary Art
Museums but also their respective diverse territorial distribution, one in the city capital of
Portugal, Lisbon: MNAC – Museu Nacional de Arte Contemporânea, a stately run
organisation; the second, in the north of Portugal: MACS – Museu de Arte Contemporânea
de Serralves, a public/private organisation under the Foundation organics and the third
Museum in interior central region of Portugal, Alentejo: MACE – Museu de Arte
Contemporânea de Elvas, managed by the Elvas City Council.
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Keywords
Gestão cultural Comunicação Estratégias Museus Arte contemporânea Museologia