Patrocínios culturais incentivados: porquês, para quem e como: Oi futuro: um estudo de caso
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2010-03
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Lattman-Weltman, Fernando
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This work presents a case study on cultural sponsorship encouraged by tax exemption carried out by a private organization whose core business is outside of the cultural realm. The intention here is to describe the role played by such organization, its motivation to exercise social responsibility by means of cultural sponsorship, the process to award winning projects and the criteria used in the selection of each project. The research is based on the analysis of calls for sponsorship of several companies, statistical data on the characteristics of bidding and approved projects for the selected institution and interviews with some of the proccess stakeholders. To contextualize this study, a historical scenario of the actions of the Brazilian government in the cultural arena was drawn, specifying its public policies with emphasis on the legislation for cultural incentives. The theoretical foundation includes concepts such as culture, cultural policy and social responsibility, as well as the importance of indicators as working tools and the distinction between patronage and sponsorship.