Networks of social organizations: marketing reasoning and the new managers

Abstract

Culture field, as any other field in contemporary society, has gone through huge changes over the last years. In Brazil, the Rouanet Law and the establishment of the juridical institute of Social Organizations are important landmarks of such changes, implying new modes of action and, notably, new ways of fund raising and new parameters of organizational management. At the core of these changes, it appears that the market logic is inserted in cultural activities. Based on these perceptions derived from studies realized by the research group we participate in, we carried out an ethnographic study in a network of non-governmental organizations, named Rede Arte e Cidadania, which encompasses about 30 ONGs that use art in its diverse expressions for the construction or recovery of citizenship in groups under risky situation. The results of this study signal a strong insertion of the market logic in the training process of managers of the ONGs belonging to the network analyzed. Such perception was triggered by the emphasis placed, during the training process of these managers, on the topic of elaborating projects with a predominantly business view.