Bibliographic citations
Morales, C., (2017). Análisis de las estrategias comunicacionales de la industria cultural utilizadas por Olmo Teatro – Trujillo, 2011 - 2016 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13016
Morales, C., Análisis de las estrategias comunicacionales de la industria cultural utilizadas por Olmo Teatro – Trujillo, 2011 - 2016 [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/13016
@misc{renati/1684343,
title = "Análisis de las estrategias comunicacionales de la industria cultural utilizadas por Olmo Teatro – Trujillo, 2011 - 2016",
author = "Morales Monzón, Claudia Estefanía",
publisher = "Universidad Privada del Norte",
year = "2017"
}
The current investigation relates the theatrical activity of the “Asociación Civil Cultural Olmo Teatro”, its communicational actions, and the repercussion of its presence in the city of Trujillo. To do so, the value chain´s communicational strategies in the cultural industry were analized, the same ones used by Olmo Teatro during the period 2011 – 2016 . So, in this document, its given all the stages of the value chain in the cultural industry into the theater field captured from the experience of Olmo Teatro, and how each of them generates strategies and communicational actions that allow the organization to have an artistic product with a cultural impact on its viewers, To do this investigation, members of the institution were interviewed, focus group was made and the review of documentation. The data obtained was analyzed, synthesized and contrasted. It has been determined, that Olmo Teatro, as part a scenic art and part of the cultural industry of Trujillo, is communicating permanently with a artistic production, as well as, in the promotion and dissemination of itself, but this has been done intuitively with results that keep the institution lasting in Trujillo for 37 years. From this, this study seeks to be an initial and current diagnosis for the relationship that exists in the city, between the artistic work and communicators work, giving an opportunity for communicators and artists, in which linking the two activities, communicators can develop their profession by engaging in the cultural industry and artistic activities of the city actively (beyond the audiovisual, book and music) and artists achieve greater impact on society by enhancing their management and promotion capacity. The study also allows to understand that the professionalization of artists is as important as the professionalization of people who are involved in the value chain and that is vital to achieve the objectives of the organization, in terms of arts, the same as, social, economic and communicational. KEYWORDS: communication strategies, cultural industry, value chain, theater.
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