{"id":567,"date":"2014-12-12T22:47:46","date_gmt":"2014-12-12T21:47:46","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=567"},"modified":"2016-02-18T12:08:16","modified_gmt":"2016-02-18T11:08:16","slug":"comunicacion-cultural-e-avaliacion-de-proxectos","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2014\/12\/comunicacion-cultural-e-avaliacion-de-proxectos\/","title":{"rendered":"Comunicaci\u00f3n cultural con Sonia D\u00edaz e avaliaci\u00f3n de proxectos"},"content":{"rendered":"<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-571\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-300x211.jpeg\" alt=\"2014 12 12 lucia\" width=\"150\" height=\"106\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-300x211.jpeg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-1030x725.jpeg 1030w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-260x185.jpeg 260w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-705x496.jpeg 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia-450x316.jpeg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-lucia.jpeg 1200w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>O pasado venres contamos coa presenza de <strong>Sonia D\u00edaz<\/strong>, experta en comunicaci\u00f3n cultural, e <strong>Marcos Lorenzo<\/strong>, titor do Curso, aos que se sumou a compa\u00f1eira <strong>Luc\u00eda Pita<\/strong>, quen se ocupou de explicarnos un par de ferramentas \u00fatiles para a organizaci\u00f3n de tarefas (evernote.com) e o traballo en equipo (trello.com)<\/p>\n<p>&nbsp;<\/p>\n<p>Comezou Sonia a s\u00faa exposici\u00f3n enumerando os <strong>elementos a ter en conta na comunicaci\u00f3n cultural<\/strong>, a saber: emisor, mensaxe, receptor, c\u00f3digo, canle, contexto e marco referencial. Para ilustrar cada un destes elementos recorreu aos exemplos de varios festivais de m\u00fasica: Reperkusi\u00f3n, SonR\u00edas Baixas, Portam\u00e9rica e Resurrection Fest. <strong>Segundo Sonia, a comunicaci\u00f3n cultural non pode ser intuitiva<\/strong>. Pola contra, debemos planificar a estratexia, determinar os obxectivos, identificar aos receptores e os c\u00f3digos a empregar, elixir as canles, dese\u00f1ar as mensaxes, emitir, retroalimentar as respostas e seguir mantendo aberta a canle.<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-573 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1-300x226.jpeg\" alt=\"2014 12 12 sonia 1\" width=\"300\" height=\"226\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1-300x226.jpeg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1-1030x778.jpeg 1030w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1-705x532.jpeg 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1-450x340.jpeg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-sonia-1.jpeg 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>A continuaci\u00f3n, tomou o caso do Festival de Cans para sinalar os <strong>principais axentes a contemplar na comunicaci\u00f3n cultural<\/strong>, \u00e9 dicir, creador*s, distribuidor*s, produtor*s, financiador*s, mediador*s e p\u00fablicos.<\/p>\n<p>As\u00ed mesmo, revisamos modelos de plan de comunicaci\u00f3n dun evento, que incl\u00fae, entre outros os seguintes apartados: 1. DAFO e recomendaci\u00f3ns; 2. Obxectivos cualitativos e cuantitativos; 3. P\u00fablicos: identificaci\u00f3n e caracter\u00edsticas (cun mapa relacional); 4. Estratexias e t\u00e1cticas; 5. Soportes, c\u00f3digos e canles; 6. Acci\u00f3ns e materiais; 7. Cronograma; 8. Orzamento.<\/p>\n<p>A intervenci\u00f3n de Sonia concluiu cun contraste dos proxectos dos distintos equipos do Curso.<\/p>\n<p>&nbsp;<\/p>\n<p>Pola s\u00faa parte, Marcos trasladounos os fundamentos da avaliaci\u00f3n de proxectos culturais, empregando como manual de referencia o libro &#8220;Dese\u00f1o e avaliaci\u00f3n de proxectos culturais&#8221;, de David Rosell\u00f3. Para Marcos, <strong>a avaliaci\u00f3n \u00e9 un tipo de investigaci\u00f3n que se pregunta por todos os apartados do proxecto para tirar conclusi\u00f3ns \u00fatiles e propo\u00f1er melloras<\/strong>. <strong>Un dos erros m\u00e1is habituais<\/strong>, ao seu xuizo, consiste en confundir avaliar con fiscalizar, ou dito doutro modo, <strong>buscar culpables en vez de soluci\u00f3ns<\/strong>.<\/p>\n<p>Logo da introduci\u00f3n inicial, Marcos expuxo unha clasificaci\u00f3n cos distintos <strong>tipos de avaliaci\u00f3n<\/strong> segundo quen aval\u00ede (interna ou externa), segundo o momento da avaliaci\u00f3n (ex ante, intermedia, ex post, constante ou final), segundo o obxecto a avaliar (de contexto, de resultado, de proceso, de satisfacci\u00f3n, de equidade), segundo o m\u00e9todo de avaliaci\u00f3n (cuantitativa ou cualitativa) e segundo o enfoque da avaliaci\u00f3n (reflexiva, experimental, transversal ou de opini\u00f3n).<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-572 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos-300x224.jpeg\" alt=\"2014 12 12 marcos\" width=\"300\" height=\"224\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos-300x224.jpeg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos-1030x769.jpeg 1030w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos-705x526.jpeg 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos-450x336.jpeg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/12\/2014-12-12-marcos.jpeg 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>E a continuaci\u00f3n describiu as distintas <strong>fases que implica a avaliaci\u00f3n dun proxecto<\/strong>: fase de dese\u00f1o (elaboraci\u00f3n de indicadores e sistema de recolla da informaci\u00f3n), fase descritiva (a recolla en si da informaci\u00f3n), fase valorativa (o contraste cos valores de referencia), fase de proceso (an\u00e1lise das causas dos resultados), fase de toma de decisi\u00f3ns (propostas de mellora) e fase de difusi\u00f3n.<\/p>\n<p>Seguiu coa enumeraci\u00f3n dos <strong>m\u00e9todos e fontes para o acceso \u00e1 informaci\u00f3n<\/strong>, como son os rexistros (estat\u00edsticas existentes, bibliograf\u00eda), as medici\u00f3ns (conteo de persoas, entradas vendidas), cuestionarios, entrevistas en profundidade, entrevistas grupais e observaci\u00f3ns anotadas no noso caderno de campo.<\/p>\n<p>Unha vez rematada a exposici\u00f3n te\u00f3rica, Marcos mostrounos o exemplo do <strong>ciclo literario &#8220;Galicia, Ceo das Letras&#8221;<\/strong>, celebrado en 2011 e 2012 na Cidade da Cultura de Galicia, e no que puidemos co\u00f1ecer un <strong>cuestionario de valoraci\u00f3n do p\u00fablico<\/strong>, as\u00ed como un <strong>informe de avaliaci\u00f3n dunha sesi\u00f3n<\/strong> do ciclo e o <strong>informe de avaliaci\u00f3n final<\/strong> da edici\u00f3n de 2012. Posteriormente, os equipos da aula dispuxeron dun tempo para confeccionar os seus propios indicadores e expux\u00e9ronos ante *s compa\u00f1eir*s.<\/p>\n<p>A clase rematou cunha mostra dalgunhas <strong>memorias anuais de entidades e instituci\u00f3ns culturais<\/strong> e cunha apelaci\u00f3n de Marcos \u00e1 necesidade de dotar de continuidade aos proxectos culturais, sobre todo se queremos que sexan realmente transformadores.<\/p>","protected":false},"excerpt":{"rendered":"<p>O pasado venres contamos coa presenza de Sonia D\u00edaz, experta en comunicaci\u00f3n cultural, e Marcos Lorenzo, titor do Curso, aos que se sumou a compa\u00f1eira Luc\u00eda Pita, quen se ocupou de explicarnos un par de ferramentas \u00fatiles para a organizaci\u00f3n de tarefas (evernote.com) e o traballo en equipo (trello.com) &nbsp; Comezou Sonia a s\u00faa exposici\u00f3n [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2014-15"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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