Da produção ao consumo cultural : as mediações na implementação do Programa Cultura do Trabalhador - vale-cultura na região do COREDE Campanha-RS

Abstract

We start from the Corede Campanha Region (CCR) and the public policy to promote cultural consumption, innovative in the Brazilian context, to outline the theme of this thesis: the cultural consumption of workers based on the cultural mediations resulting of the implementation of the Programa Cultura do Trabalhador – Vale-Cultura (PCT-VC), in a regional context. As theoretical foundations that sustain the reflections, the search for interdisciplinar relations guided the analysis and understanding around the territory and its development, considring the social and institutional practices as particular and unique. Through historical contextualization, the CCR was presented considering the economic, social and cultural dimensions. The culture represents the central element of the discussion, being considerate as popular and democratic and part of the daily life, in which all manifestations are inserted and from it people constitute and oportunize the constitution of the citizenship and the production of meanings. The public policies of culture in Brazil assume the role of gathering the conceptions and the ideas expressed in different contexts. In the re-democratization period, discussions around the access to culture e the movement around the construction of an agenda that encompassed the diversity, engendered the reflection about the role of the State and power relations in the implementation process of a public policy that innovates proposing the access to the consumption of cultural products and services. The main goal of this thesis was to understand the cultural consumption of the worker in the CCR based on the promotion of the PCT-VC, under the perspective of the cultural-mediation theory, emphasizing the mediation of the Institutionality. We started from the conceptions of the Cultural Studies (CS), as a theoretical and methodological proposal. This research, with qualitative nature, adopted the Map of Communicative Mediation of Culture, by Jesús Martín-Barbero (2003), as circuit of culture and method to the analysis. The technic used was: the field research, through participant observation, semi-structured interviews and through application of questionnaires; bibliographical and documental research. The time clipping embraces the months of November 2012 and January 2019. The PCT-VC presented the legislation required to its implementation, as well as a process of communication and limited information. The tax subsidy period imposed for the beneficiary companies was considered another limit. The Cultural Matrices point to a region forged by the relations of power and dispute for spaces between movements of global institution’s exploitation and exercises of different-nationality constitutions, in favor of their regional development. The valuation of the culture and the territory constitution is present in the daily life of the region. The Production Logic evidences the existence of some businessmen that are engaged in the implementation of the PCT-VC, but with low efficiency of communication and information efforts. Technological issues were identified as barriers to the PCT-VC’s implementation, such as the wide variety of flags of the operating companies. There was a consumption of R$ 461.590,56. We observed that the workers considerate the existence of a policy to stimulate the consumption as something valid, however we did not observe a movement to defend the continuity of the VC. Regarding to the consumption habits of the workers, we highlight: 1) the difficulty in establishing a time in which leisure activities and access to equipments, products and cultural services is a priority; 2) we observed a single movement related to consumption, wich would not happen in the CCR, without the VC. We did not observe any changes in the Institutionality from the implementation of the PCT-VC in the CCR, considering the traditional power relations and the way of constructing the discourses, ruled by the lack of credibility in public policies and the certainty of their discontinuity.