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Paradigmas Da Identidade E Da Comunicação Visual Do Festival Jazz Em Agosto

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Paradigmas Da Identidade E Da Comunicação Visual Do Festival Jazz Em Agosto Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto CARLA SOFIA LOPES RODRIGUES PARADIGMAS DA IDENTIDADE E DA COMUNICAÇÃO VISUAL DO FESTIVAL JAZZ EM AGOSTO Orientadora: Professora Doutora Teresa Mendes Flores Co-Orientador: Professor Rui Matoso Universidade Lusófona de Humanidades e Tecnologias Escola de Comunicação, Arquitetura, Artes e Tecnologias de Informação Lisboa 2016 Universidade Lusofona de Humanidades e Tecnologias -Escola de Comunicação,Arquitetura,Artes e Tecnologias da Informação 1 Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto CARLA SOFIA LOPES RODRIGUES PARADIGMAS DA IDENTIDADE E DA COMUNICAÇÃO VISUAL DO FESTIVAL JAZZ EM AGOSTO Dissertação defendida em provas públicas para a obtenção do grau de Mestre no Curso de Mestrado em Programação e Gestão Cultural, conferido pela Universidade Lusófona de Humanidades e Tecnologias, no dia 30 de Janeiro de 2017 com o Despacho Reitoral nº. 54/2017, com a seguinte composição do Juri: Presidente: Professor Doutor Victor Manuel Esteves Flores Arguente: Professor Doutor Mário Jorge Camara Melo Caeiro Orientadora: Professora Doutora Teresa Mendes Flores Universidade Lusófona de Humanidades e Tecnologias Escola de Comunicação, Arquitetura, Artes e Tecnologias de Informação Lisboa 2016 Universidade Lusofona de Humanidades e Tecnologias -Escola de Comunicação,Arquitetura,Artes e Tecnologias da Informação 2 Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto Resumo O Jazz é marcado tanto pelo cruzamento entre a cultura erudita e a popular como pela improvisação e mistura de ritmos. A evolução deste estilo musical torna-se importante devido à divulgação mundial e à fusão com outros estilos como o rock, o funk e o pop, permitindo o surgimento de novas tendências musicais. Esta manifestação artístico-musical torna-se preponderante na evolução da música, como no aparecimento de novos músicos e compositores. Surge assim a necessidade de promover e divulgar a música e os artistas envolvidos nesta arte. É através do recurso dos meios de comunicação de massas e das atividades de lazer para o público, que o Jazz consegue estar presente no nosso dia-a-dia. O processo histórico que contextualiza os meios de comunicação de massas descendem de uma sequência de múltiplas e transitórias formas da comunicação visual, que se refletem também na divulgação do Jazz. O estudo da comunicação visual permitirá analisar as várias componentes artísticas e técnicas, tornando-se importantes para a análise da linguagem visual. Assume-se também a importância do papel dos divulgadores do Jazz em promover e difundir esta arte. A Fundação Calouste Gulbenkian torna-se um intermediário importante ao acompanhar e mostrar a evolução do Jazz ao longo de três décadas. O Jazz em Agosto, revela assim uma identidade própria tornando-se alvo para o estudo da comunicação visual. O estudo sobre a comunicação visual será o ponto de partida para esta investigação, tendo como foco principal a identidade visual e a comunicação feita através dos cartazes. Palavras-chave Comunicação Visual, Identidade Visual, Portugal, Jazz, Festival Jazz em Agosto. Universidade Lusofona de Humanidades e Tecnologias -Escola de Comunicação,Arquitetura,Artes e Tecnologias da Informação 3 Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto Abstract Jazz music is characterized as much by the intersection between erudite and popular culture as by the improvisation and mixture of rhythms. The evolution of this musical style has become important due to global dissemination and fusion with other styles like rock, funk and pop, allowing for a surge in new musical trends. This artistic and musical performance becomes important in the evolution of music, as with the appearance of new musicians and composers. Thus emerges the need to promote and spread the music and the artists involved in this art. It is through the use of mass media and recreational activities that Jazz is able to be present in our everyday lives. The historical process that contextualizes the forms of mass media comes from a sequence of multiple and transitional forms of visual communication, that are reflected themselves in the promotion of Jazz. The study of visual communication will allow an analysis of the several artistic and technical components that are important to the study of the visual language. It is also worth mentioning the importance of Jazz promoters in spreading and promoting this art. The Calouste Gulbenkian Foundation has become an important intermediary by tracking and demonstrating the evolution of Jazz over three decades. "Jazz em Agosto" (Jazz In August) reveals its own identity as such, becoming the target for the study of visual communication. The study of visual communication will be the starting point for this investigation, focusing mainly on visual identity and communication made through posters. Keywords: Visual Communication, Visual Identity, Portugal, Jazz, Festival Jazz in Agugust. Universidade Lusofona de Humanidades e Tecnologias -Escola de Comunicação,Arquitetura,Artes e Tecnologias da Informação 4 Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto ÍNDICE INTRODUÇÃO ................................................................................................................ 8 PARTE I .......................................................................................................................... 9 BREVE HISTÓRIA DO JAZZ EM PORTUGAL .............................................................. 9 1. BREVE HISTÓRIA DO JAZZ EM PORTUGAL ......................................................... 10 1.1 Jazz – Origem e influências ............................................................................. 10 1.2 Primeiras manifestações do Jazz em Portugal ................................................ 11 1.3 Censura e rejeição do Jazz .............................................................................. 15 PARTE I - DIVULGAÇÃO E PROMOÇÃO DO JAZZ EM PORTUGAL ....................... 17 2. DIVULGAÇÃO E PROMOÇÃO DO JAZZ EM PORTUGAL ...................................... 18 2.1 Hot Clube – Divulgação e Promoção do Jazz em Portugal .............................. 18 2.2. A radiodifusão ............................................................................................... 21 2.3 Escolas: Ensino e divulgação do Jazz ............................................................. 22 2.4 Festivais de Jazz em Portugal ......................................................................... 24 PARTE I - FUNDAÇÃO CALOUSTE GULBENKIAN E O JAZZ ................................... 37 3.1 Fundação Calouste Gulbenkian | CAM (Centro de Arte Moderna) ...................... 38 3.1.1 Enquadramento: História, missão, áreas de atuação e atividades. ............... 38 3.2 JAZZ EM AGOSTO ............................................................................................ 40 3.2.1 Enquadramento cultural e historial ................................................................ 40 3.2.2 Identidade Programática do Jazz em Agosto ................................................ 40 PARTE II - BREVE INTRODUÇÃO À COMUNICAÇÃO VISUAL ................................ 49 4. BREVE ENQUADRAMENTO DA HISTÓRIA DA COMUNICAÇÃO VISUAL EM PORTUGAL ................................................................................................................... 50 4.1 Breve enquadramento histórico e social .......................................................... 50 4.2 O gosto e a aceitação social ............................................................................ 52 Universidade Lusofona de Humanidades e Tecnologias -Escola de Comunicação,Arquitetura,Artes e Tecnologias da Informação 5 Carla Sofia Lopes Rodrigues - Paradigmas da Identidade e da Comunicação Visual do Festival Jazz em Agosto PARTE II - BREVE INTRODUÇÃO AO MARKETING DA CULTURA ......................... 55 5. BREVE INTRODUÇÃO AO MARKETING DA CULTURA ......................................... 56 5.1. Breve introdução ao Marketing da Cultura ....................................................... 56 5.1.2. Conceitos básicos de cultura ..................................................................... 57 5.1.3. Breve definição do Marketing da Cultura ................................................... 58 5.2. Marketing Mix ................................................................................................... 61 5.3. Posicionamento de Marketing .......................................................................... 62 PARTE II - O CARTAZ .................................................................................................. 67 6. O CARTAZ ................................................................................................................ 69 6.1. A história do cartaz e a importância de comunicar sobre o cartaz ................... 69 6.4. Forma ............................................................................................................... 83 PARTE II - O CARTAZ JAZZ EM AGOSTO ................................................................. 85 7. O CARTAZ JAZZ EM AGOSTO ................................................................................ 86 7.1. Análise da identidade visual e das linhas de força do cartaz “Jazz em Agosto” .. ........................................................................................................................
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