The multidisciplinary role of cultural management. A look for communication as management tool and key-activity

Abstract

This document aims to develop a perspective to cultural manager concerns focusing in demonstrating the importance of communication as fundamental tool to capture and retain local public. It is a hybrid study - conceptual and empirical - and exploratory, based on literature review and illustrated with descriptive analysis from data collected by 573 questionnaires regarding a specific event (Miró exhibition in Palácio Nacional da Ajuda). This research followed a quantitative methodology and an interpretative paradigm. Three main conclusions were achieved: (1) The awareness need by the cultural management for an adoption of multidisciplinary posture, lined up by the multidimensional nature of cultural equipment and the organizational environment, in order to match public expectations; (2) The need of understanding the communication as tool and key- activity to enhance culture value in both organizational environments: internal and external; (3) The third, is the perception of mass-media advantage over digitals, for public reach.