Novas Configurações Midiáticas na Cidade de São Paulo

Resumo (EN)

To present dissertation it approaches the new midiatics configurations in the city of São Paulo To analyze the theme. the research it left of the City Clean Law. Of this point it analyzed the alterations happened in the city the adaptations and the impact of the law in the urban spaces ln this context and in parallel to the law. the work also approached the commodification of the culture. The communication process in the contemporary society it has been going by interesting transformations, mainly in the city of São Paulo where the companies explore alternatives different from communication they look for to be present in the customers' mind making part of her itinerary of amusement and casualness Like this being new relationships appear among the several elements that are involved in the production viabilization popularization and consumption of cultural goods. ln this unusual cultural scenery. the relationships between the a1iistic class. the public and the companies acquired a new midiatics configuration ruled for inherent social aspects to the new times. The association that happens between deprived companies and the several types of cultural production makes possible the artistic process. This panorama. already established. it integrates a way entirely new of cultural making that it uses the marketing, the mark and the private financing, mixing different spheres. Before the here exposed, the research looked for to show the new midiatics configurations that they link media strategies with new advertising formats associating marks and companies to cultural spaces. With so many companies with the profile, it was used, as reference and with more emphasis, the house of shows CREDICARD HALL The paper of the business institutions and their private interests in the artistic world increase progressively every day molding and building a new culture type Today, the great companies invest in the production circulation and in the cultural institutions. mixing interests and submitting doing artistic to their purposes, under the optics of the marketing investment propaganda and publicity or of the simple association Through capital injection and strategic redirection, there 1s a new process 1n row1ng returned to the merchandising sense of cultural production. The approach addresses the analysis for the companies of shows as a new format of popularization of marks and dynamics with public. that it ends up doing of these companies urban references in the city of São Paulo. With the prohibition of the external media. the universe of the visual communication suffered great transformations, mainly for the absence of an incentive visual of impact AII the communication needed to be reviewed by all the communication professionals that today look for alternatives of if they maintain presents in the urban scenery And the private interests in cultural goods grow every day. showing that the scenery of market changes in agreement with the circumstances.