The cultural entrepremeur articulating animation in a cultural production company: a case study in the light of Stuart Hall reception theory
DOI:
https://doi.org/10.5902/1983465990699Keywords:
Cultural Entrepreneurship, Cultural studies, Reception Theory, AnimationAbstract
Purpose/objective: To understand how cultural entrepreneurs articulate animation production in a cultural company located in the state of Pernambuco, using Stuart Hall's Reception Theory as the theoretical basis.
Design/methodology/approach: A qualitative study with an inductive approach, based on a case study of the Mr. Plot company, using interviews and documentary data analyzed through content analysis and supported by Atlas Ti software.
Findings: Cultural entrepreneurs adapt cultural production to audience demands through encoded discourses, supported by technological infrastructure and human resources. Public policy support was crucial in consolidating the company in the national market, highlighting "Mundo Bita" as a cultural product of impact.
Practical implications: This study contributes by demonstrating the relevance of the strategic alignment between creativity, innovation, and management practices in strengthening cultural enterprises in the audiovisual sector. It highlights the fundamental role of public policies in supporting the sustainability and expansion of these organizations, as well as the potential of animation as a tool for preserving cultural heritage and responding to contemporary audience demands.
Originality/value: This work contributes to the field of cultural entrepreneurship by exploring animation production through the lens of Reception Theory, demonstrating the relevance of cultural practices articulated with business strategies in the context of the creative economy.
Downloads
References
Albuquerque Júnior, D. M. (2007). Fragments of cultural discourse: For a critical analysis of the discourse on culture in Brazil. In G. Marchiori (Org.), Theories and policies of culture: Multidisciplinary views (p. 257). Salvador: EDUFBA.
Ávila, A. L. de., & Davel, E. P. B. (2023). Entrepreneurial education in the arts: Prospects and challenges. Notebooks EBAPE.BR, 21, e2022-0097. DOI: https://doi.org/10.1590/1679-395120220097x
Bardin, L. (1977). Content analysis. Lisbon: Editions 70.
Bardin, L. (2011). Content analysis (Brazilian edition). São Paulo: Editions 70.
Bennett, A., Guerra, P., & Oliveira, A. S. (2021). Rethinking DIY culture in a post-industrial and global context. All Arts, 4(2).
Bier, C. A., & Gentleman, R. A. (2015). Rouanet x Crowdfunding Act: Fostering cultural ventures. Journal Contemporary Thought in Administration, 9(2), 30–47. DOI: https://doi.org/10.12712/rpca.v9i2.457
Buccini, M. (2021). A historical overview of Pernambuco animations directed by women. Dialogue with the Creative Economy, 6(18), 176–195. DOI: https://doi.org/10.22398/2525-2828.618176-195
Cárdenas, A. R., et al. (2018). The use of triangulation in theses and dissertations of graduate programs in administration in Brazil. Administration: Education and Research, 19(2), 1–22.
Carvalho, L. M. C., & Brito, A. D. (2024). Resilient entrepreneurship: Reports of low-income women. Journal Contemporary Thought in Administration, 18(1), 25–40.
Castells, M. (2010). The information technology revolution. In The Network Society (13th ed., pp. 67–118). São Paulo: Peace and Earth.
Chen, Y., Podolski, E. J., & Veeraraghavan, M. (2017). National culture and corporate innovation. Pacific-Basin Finance Journal, 43, 173–187. DOI: https://doi.org/10.1016/j.pacfin.2017.04.006
Creswell, J. W. (2010). Research project: Qualitative, quantitative and mixed methods (3rd ed., Trad. Mr Lopes). Porto Alegre: Artmed.
Costa, L., & Rocha, R. (2021). Studies in cultural policies: Past, present and future? Extraprensa magazine, 14(2), 159–179. https://doi.org/10.11606/extraprensa.2021.185417 DOI: https://doi.org/10.11606/extraprensa2021.185417
Costa, T.J.S. (2022). Pernambuco serial animation: History, financing and distribution. (Work of Completion of Course, Federal University of Pernambuco).
Ferreira, J.D., Teixeira, C.S., & Piqué, J. (2023). Creative economy in Latin America: Contributions from creative districts to cities. Brazilian Creative Industries Journal, 3(1), 260–287. DOI: https://doi.org/10.25112/bcij.v2i2.3094
Forbes. (2023). Brazilian music award will be re-released and disseminates nominees. Available at: https://forbes.com.br/forbeslife/2023/04/prémio-da-musica-brasileira-sera-relançado-e-divulga-indicados/
Fortes, G. P., & Teixeira, R. M. (2022). Entrepreneurs' social networks for innovation: Multiple case studies in micro and small enterprises. Management & Regionality, 38(114).
Furtado, C. (2022). Communication and its cross-cutting aspects: A look at the creative industry. The Dialectical Publisher.
Gatti Junior, W., Gonçalves, M. A., & Barbosa, A. P. F. P. L. (2014). An exploratory study on the Brazilian animation industry for TV. REAd. Electronic Journal of Administration, 20(2), 461–495. DOI: https://doi.org/10.1590/1413-2311057201238250
Gatti Junior, W., & Marietto, M. L. (2017). How can a live fish live outside of Brazil? The Peixonauta case. Ibero-American Journal of Strategy, 16(4), 110–116. DOI: https://doi.org/10.5585/ijsm.v16i4.2512
Guerra, J. R. F., & Paiva Júnior, F. G. (2013). The cultural entrepreneurial production of Pernambuco: The case of audiovisual by REC Associados Producers. In H. P. V. Machado (Org.), Entrepreneurship, Opportunities and Culture: Case selection in the Brazilian context (pp. 91–108). Maringá: Eduem.
Hall, S. (2003). Diaspora: Cultural identities and mediations (2nd ed., Org. L. Sovik). Belo Horizonte: Publisher UFMG.
Hall, S. (1997). The work of representation. In S. Hall (Ed.), Representation: Cultural representation and cultural signifying practices. London/Thousand Oaks/New Delhi: Sage/Open University.
Hurzgyi, N., et al. (2022). Enterprise development strategies in a post-industrial society. Postmodern Openings, 13(1 Sup1), 173–183. DOI: https://doi.org/10.18662/po/13.1Sup1/420
Joseph, J., & Gaba, V. (2020). Organizational structure, information processing, and decision-making: A retrospective and road map for research. Academy of Management Annals, 14(1), 267–302. DOI: https://doi.org/10.5465/annals.2017.0103
Laddha, S. (2023). Entrepreneurial motivation among the youth in emerging economies. Academy of Entrepreneurship Journal, 29(4), 1–15.
Machado, M. C., & Fischer, A. L. (2017). Managing people in the creative industry: The case of Brazilian animation studios. Notebooks EBAPE.BR, 15(1), 132–151. DOI: https://doi.org/10.1590/1679-395153019
Ma, L., Juefei-Xu, F., Zhang, F., Sun, J., Xue, M., Li, B., ... & Wang, Y. (2018, September). Deepgauge: Multi-granularity testing criteria for deep learning systems. In Proceedings of the 33rd ACM/IEEE international conference on automated software engineering (pp. 120-131). DOI: https://doi.org/10.1145/3238147.3238202
Maranhão, R. de A., & Ramos Maranhão, R. dos. (2023). The Voice Brazil: An opportunity for artists or cultural entrepreneurs? RECIMA21 - Multidisciplinary Scientific Journal, 4(5), e453111. https://doi.org/10.47820/recima21.v4i5.3111 DOI: https://doi.org/10.47820/recima21.v4i5.3111
Mattelart, A., & Neveu, E. (2004). Introduction to Cultural Studies. São Paulo: Editorial parable.
Medeiros, O. da S., & Medeiros, D. da S. (2019). Methodological reconstruction of processes of social investigation in ethnicity with theoretical contribution in postcolonialism. IAT studies, 4(2), 291–309.
Mota, R. (2016). Learn how Mundo Bita was born, animation made in Pernambuco. Available on: https://jc.ne10.uol.com.br/channel/economy/pernambuco/noticia/2016/01/02/know-how-was-born-the-world-bit-animation-made-in-pernambuco-214964.php.
Nambisan, S. (2017). Digital entrepreneurship: Toward a digital technology perspective of entrepreneurship. Entrepreneurship Theory and Practice, 41(6), 1029–1055. DOI: https://doi.org/10.1111/etap.12254
Nogueira, A. M. C. (2014). Brodage in cinema in Pernambuco (PhD thesis, Federal University of Pernambuco). Available at: https://repositório.ufpe.br/handle/123456789/13147.
Paiva Júnior, F. G., Leão, A. L. M. de S., & Mello, S. C. B. (2011). Validity and reliability in qualitative research in administration. Journal of Administration Sciences, 13(31), 190–209. DOI: https://doi.org/10.5007/2175-8077.2011v13n31p190
Paiva Júnior, F. G., Guerra, J. R. F., & Pereira, C. H. B. (2019). Cultural entrepreneurial action in the creative industry: The expertise of film producers in the city of Recife. In XLIII Meeting of ANPAD - EnANPAD 2019. São Paulo: ANPAD, pp. 1–13.
Pereira, P. S., & Lages, A. R. (2023). Analysis of discourse applied to public policies. In M.L. Emmendoerfer & B.M.A. Gomes (Orgs.), Qualitative methods for public policy analysis. Salvador: Publisher Motres.
Reis, W. C., & Paiva Júnior, F. G. (2017). The creation of symbolic value translated by cultural entrepreneurship in the light of Stuart Hall's Theory of Reception: The quilombola handicrafts of Moju in Pará. In Anais XLI EnANPAD 2017, São Paulo: ANPAD, pp. 1–17.
Santana, A. M., et al. (2023). Trends and opportunities for entrepreneurs in the Amazonian craft sector: A conjunctural analysis. Management and Entrepreneurship Notebooks, 11(2), 1–18.
Santos, R. M. dos. (2021). Creative economy: Searching for the unheard-of format. Dialogue with the Creative Economy, 6(17), 9–23.
Santo, C. A. B. do E., & Brito, L. T. S. (2018). Ethnic-racial education relationships in the cartoon series Mundo Bita (2013–2016). In Anais V CONEDU. Campina Grande: Perform Publisher.
Silva, J. M. D. da., Bezerra, C. R. de A., Lima, T. G. de., Araújo, M. L. R., & Andrade, M. E. A. de. (2020). Audiovisual policies in the creative industries: An investigation of causal mechanisms in the Porto Digital/Porto Media case. In J. L. de Figueiredo & S. B. Corrêa (Orgs.), Creative Economy: Strategic management of creative sectors (pp. 1–152). Rio de Janeiro: E-Papers.
Simione, A. A. (2020). Qualitative research and case studies: Meaning and practical guidelines. Revista Estudos & Debate, 27(4), 81–104. DOI: https://doi.org/10.22410/issn.1983-036X.v27i4a2020.2580
Śledziewska, K., & Włoch, R. (2021). The economics of digital transformation: The disruption of markets, production, consumption, and work. Routledge. DOI: https://doi.org/10.4324/9781003144359
Souza Neto, R. A., et al. (2019). Effects of qualitative data analysis software on search quality. Journal of Contemporary Administration, 23(3), 373–394.
Stake, R. E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Varshosaz, M., Helali, H., & Shojaee, D. (2005). The methods of triangulation. Map Middle East, 5.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Wemerson Souza Martins, Fernando Gomes Paiva Júnior, Jardiel de Moura Gomes
This work is licensed under a Creative Commons Attribution 4.0 International License.
Until 2023, copyright was transferred by the authors to ReA/UFSM. As of 2024, the authors of articles published by the journal retain the copyright to their work. ReA/UFSM operates under a Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted reuse and distribution of articles, provided the original work is properly cited.
