A contribuição das redes sociais para a viabilização dos projetos teatrais

Abstract

Despite of important role in Brazilian socio-economic development, cultural projects are the ones that suffer most from the lack of investment. However even with few investments, theatrical productions are increasing in quantity and quality. The restrictions imposed by the lack of financial resources can be transposed through social networks. Social networks can promote a favorable environment for the knowledge sharing, skills and access to resources. The aim of this study was to analyze how social networks contribute to the viability of theatrical projects. In this study we used the mixed method, including a multiple case study of four cases and social network analysis. For multiple case studies three projects that have been concluded were selected: a temporary organization, a theater company in partnership with an actress and a producer and a theater group. The fourth case, a project not concluded, had characteristics of a temporary organization. Social network analysis was based on projects affiliation network, examined in the case studies and included all other projects of members of these projects, implemented over the past five years. The affiliate network was generated by two elements, a set of nodes (project members) and a collection of subsets of nodes (projects). The information found in this study allowed us to identify the characteristics of theater projects participating in this study and conclude that for them, social networks contributed beneficially to the viability of theater projects. It was found that the benefits were related to the sharing of knowledge, access to free resources or values lower those of the market practices, access to sponsors and building partnerships. The main characteristics of theater projects according the study are: the personal identification of members with the project, the centralization of project management to the producer, the lack of concern with the financial return on investment, management focused on financial control, the scope reduction for financial adequacy and hiring known or indicated professionals. In theory field, the study collaborated with the expansion of knowledge on the contribution of social networks in theater projects, considering the Brazilian regional context. In the practical field, contributions were in personnel, organizational and policy levels.