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Hegner, Sabrina M.; Beldad, Ardion; Langenhorst, Nienke Klein

doi:10.1108/aam-12-2013-0025

Cited by 5 publications

(1 citation statement)

References 63 publications

(90 reference statements)

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“…Segundo Hirschman (1983) (Hegner, Beldad, & Langenhorst, 2016;Rentschler, Radbourne, & Carr, 2002;Walmsley, 2016). Para Fillis (2006), o choque filosófico de "arte pela arte" e "arte como negócio" não deve ser visto como um inibidor do progresso do marketing das artes, e sim como um catalisador para mudanças nesta área.…”

Section: Marketing Para As Artesunclassified

Os perfis de consumidores de atividades culturais e os fatores de exclusão da participação cultural de brasileiras e brasileiros

Laurentino¹

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Everyone has the right freely to participate in the cultural life of the community, to enjoy the arts and to share in scientific advancement and its benefits. Article 27 of the Universal Declaration of Human Rights sets culture as a universal right, which should make cultural participation a priority theme of government agendas, although not the reality in many countries. Given this context, the present study sought to investigate consumer profiles of cultural activities in Brazil. This goal unfolded into four others. The first three refer to the identification and description of the profiles of current consumers of cultural activities in Brazil, also groups with different behaviors in relation to those activities and comparing the groups regarding sociodemographic and behavioral characteristics. The fourth specific goal was concerned with the identification and description of the group most excluded from cultural participation, as well as the investigation of factors related to this exclusion. To achieve these objectives, the literature review raised themes about culture, cultural capital, Bourdieu's notion of habitus and field, Social Reproduction Theory and arts marketing. As for the methods, mixed methods were applied. It was used data from survey conducted in 2017 with 10630 people in 12 Brazilian cities, conducted by Datafolha and designed by JLeiva. For more depth in qualitative analysis, it was used data from two focus groups conducted in São Paulo and Rio de Janeiro. It was used, for quantitative analysis, cluster analysis with the IBM SPSS. For the qualitative analysis, content analysis was performed with NVivo Pro 12. The main findings contextualize Bourdieu's (2017) theory of distinction as they explain the existence of consumer profiles of cultural activities with differences related to aspects of class, income and education, and situate the issue of Internet access as a prominently socializing factor for the person's cultural consumption. Other findings related to the exclusion from cultural participation suggest that there is a powerful relation between women's imputed reproductive labor and the range of impediments to actively consider the practice of cultural activities. It is possible to infer that the relational position of women in society, especially when she is from lower economic classes, represents a level of symbolic violence that undermines her possibilities of cultural participation through several key points: little to no free time, household and domestic activities, reproductive labor, little economic capital, dependence of the male figure on different aspects that form women's habitus and, in part, the failure to realize that all these aspects are connected. Finally, the main results were discussed according to the theoretical framework, pointing theoretical contributions to the areas of consumer behavior, cultural consumption and audience development, as well as practical contributions to the development of public and cultural policies, with suggestions for future research.

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