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Het Beschrijf Universiteit Gent Academiejaar 2006 – 2007 HET BESCHRIJF INTERNSHIP AT A LITERARY ORGANISATION Verhandeling voorgelegd aan de Faculteit Letteren en Wijsbegeerte voor het verkrijgen van de graad van master in de Meertalige Promotor: Prof. Dr. Geert Jacobs Bedrijfscommunicatie, door Sara Clauw. TABEL MET BESCHRIJVING VAN DE STAGE: VOORAAN IN TE VOEGEN BIJ DE SCRIPTIE Bedrijf Stagebegeleider Afdeling Taken Talen Periode Het beschrijf vzw Brigitte Neervoort / ondersteuning communicatie: schrijven N, E 2 mei – 28 juni A. Dansaertstraat 46 nieuwsbrieven, persbericht, teksten websites, 2007 1000 Brussel nalezen teksten, vertaalwerk… ondersteuning productie programma’s, (25 dagen) Telefoon : (02) 223 68 32 expo’s 2 ACKNOWLEDGEMENTS There are a number of people I would like to thank for their help with this dissertation. First of all I want to thank the people at Het beschrijf for giving me the opportunity to do my internship in their organisation. I am no less grateful to professor Geert Jacobs and Luc de Bie for their useful hints and advice. Finally, I would like to thank my family for their help and comments. 3 CONTENTS ACKNOWLEDGEMENTS ..................................................................................................... 3 CONTENTS .............................................................................................................................. 4 PREFACE ................................................................................................................................. 5 1. HET BESCHRIJF ................................................................................................................ 6 1.1. HISTORY ........................................................................................................................... 6 1.2. STRUCTURE ...................................................................................................................... 6 1.3. CORPORATE IDENTITY ...................................................................................................... 8 1.4. ACTIVITIES ....................................................................................................................... 9 1.5. CUSTOMERS .................................................................................................................... 12 1.6. COMPETITORS ................................................................................................................. 12 1.7. COMMUNICATION ........................................................................................................... 13 1.8. SWOT ANALYSIS ........................................................................................................... 15 2. THE ARTS, THE AUDIENCE AND PROMOTION ..................................................... 17 2.1. ARTS AND THE MARKETING MIX ..................................................................................... 17 2.2. PROMOTION .................................................................................................................... 21 2.3. CONCLUSION .................................................................................................................. 27 3. INTERNSHIP AT HET BESCHRIJF .............................................................................. 28 3.1. COMMUNICATION FOR LITERARY PLATFORM ................................................................. 28 3.2. COMMUNICATION FOR VERS BRUSSEL ........................................................................... 37 3.3. COMMUNICATION FOR WRITERS IN RESIDENCE .............................................................. 40 3.4. PRODUCTION .................................................................................................................. 40 4. CONCLUSION ................................................................................................................... 41 BIBLIOGRAPHY .................................................................................................................. 43 4 PREFACE My search for a place for my internship went very easily. I knew from the start that I would try to do my internship at a literary or cultural organisation. I chose to do Meertalige Bedrijfscommunicatie because I thought it would be useful to acquire some knowledge about and experience with the business world, but I did not want to miss the opportunity to combine my old passion for books, one of the reasons why I chose to study Germanic Languages five years ago, with my new passion for communication, discovered this year. I therefore looked up a number of literary organisations in Flanders. Het beschrijf was the first one I contacted and I soon got a positive response. I went over to the office of Het beschrijf to discuss the details and I was quickly convinced that it would be an excellent place to do an internship. Het beschrijf occupies itself of a range of different activities, which I thought would make the work very interesting. Other positive features to me were the cooperation with a French organisation and the location in Brussels. Having now completed my internship there, I can conclude that I thought right then and that Het beschrijf is a very interesting organisation for literature enthusiasts like myself. 5 1. HET BESCHRIJF 1.1. History Het beschrijf is a literary organisation, founded in 1998. The origin of Het beschrijf lies in the literary event Het Groot Beschrijf, which was first organised in 1997. Het Groot Beschrijf was a one-day festival in Brussels, during which a number of readings, interviews with authors and debates were scheduled at several locations in Brussels. Because the first edition was so successful, the organisers wanted to give it a permanent basis, which is how Het beschrijf was founded. The aim for Het beschrijf was to organize smaller literary events all year round, and at the same time assuring the continuation of Het Groot Beschrijf. Het beschrijf organised Het Groot Beschrijf again in 1998, 2000, 2002 and 2004. After a few years, Het beschrijf wanted to set up an international house of literature. Based in the multilingual Brussels, it was thought that it was not enough to put only Dutch literature in the spotlight. However, an international focus required a national focus first. A French literary organisation was therefore sought to cooperate with in setting up the multilingual organisation Passa Porta. This became Entrez Lire. The international house of literature Passa Porta opened its doors in 2004. In 2003 and 2005 Het beschrijf cooperated with Promotion des Lettres and Bozar to organize a new festival, Literair Rendez-vous, which was more internationally oriented. This year, Het beschrijf and Entrez Lire have organised yet another new festival, the Passa Porta Festival, which started April 19 2007 and ended with an edition of Het Groot Beschrijf /Courez Lire on April 22. Since its start in 1997, Het beschrijf has become one of the prominent players on the literary playing field in Brussels. 1.2. Structure Het beschrijf is a non-profit association with only a small number of employees. Some of them are employed as ‗project workers‘, which means they work for Het beschrijf on a specific project for a limited period of time. Paul Buekenhout is the director of Het beschrijf. 6 Het beschrijf is supported by the Flemish Literary Fund, the Flemish Community Commission of Brussels Capital-Region, the Flemish Community, Brussels Capital-Region and the City of Brussels. Het beschrijf is closely linked to the non-profit association Passa Porta vzw. As explained above, Passa Porta was founded in 2004 through a collaboration of Het beschrijf and Entrez Lire, a French-speaking non-profit association supported by the French Community. They provide content to Passa Porta‘s literary platform, the core of the house of literature. The third content provider for Passa Porta house of literature is Passa Porta Bookshop, a private limited company. The bookshop operates independently of Het beschrijf, Entrez Lire and Passa Porta vzw, but is – as a multilingual bookshop – quite an essential part of the international house of literature. Passa Porta vzw is mainly an administrative organisation: it provides accommodation for Het beschrijf, Entrez Lire and the bookshop but it does not really organize anything itself. President of Passa Porta vzw is Koen Peeters, Alain Beerenboom is vice- president. The Passa Porta house in the Dansaertstraat 46 in Brussels comprises of the bookshop, a reading and meeting place, space for workshops, a small gallery for expositions, the offices of Het beschrijf and Entrez Lire and a flat which is offered to writers and translators as temporary accommodation. The following figure shows the structure of Passa Porta. Literary … Expos Platform … 7 Although Het beschrijf provides content for Passa Porta, there are also a number of projects by Het beschrijf that are not linked to Passa Porta. The project Vers Brussel e.g., some programmes in the Brussels Public Library or the writers-in-residence scheme are Het beschrijf-activities. This complicated structure is a challenge for the communication of the activities organised by all these organisations. I will deal with this in more detail in part 1.7. 1.3. Corporate identity I discussed this topic with Brigitte Neervoort, project coordinator at Het beschrijf. The key element of Het beschrijf is of course literature. The organisation was founded to provide a platform for literature in all its forms: authors and readers, novels
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