A l’heure de la mondialisation, les collectivités locales cherchent en permanence à renouveler leur communication politique et leur marketing territorial et à les différencier de celui des territoires concurrents. Dans cette thèse, nous étudions comment les différents modes d’appréhension de la notion de créativité dans les politiques publiques urbaines répondent à ces enjeux. Notre analyse porte sur les projets de « territoires 2.0 » ou de « territoires créatifs », ayant dès leur émergence, étroitement associé des institutions politiques et publiques ainsi que des cercles d’experts. Au regard des dispositifs de communication d’influence facilitant l’incorporation de ces notions dans l’action publique locale, quelles sont les transformations en cours des stratégies de promotion des territoires ? En particulier, comment les modes de relation aux habitants, aux acteurs économiques et aux touristes, qui s’étaient instaurés à la faveur des actions de communication développées à partir des années 1980, se transforment- ils aujourd’hui? L’analyse croisée des discours d’experts et des pratiques locales, recueillies à travers des études documentaires, des observations directes et des entretiens (non directifs et semi-directifs), au sein de plusieurs territoires emblématiques, met en exergue l’apparition d’une offre métropolitaine mise en avant dans les discours de la politique publique locale, témoignant d’une évolution de la communication territoriale vers le marketing territorial. / AIn the era of globalization, local authorities are permanently looking to renew their political communication and territorial branding and differentiate them from competing territories. This thesis will examine how the different ways to apprehend creativity in urban public policy are answering those challenges. Our analysis relies on « territories 2.0 » or « creative territories » projects, which have closely linked political and public institutions to experts circles since their emergence. Considering the influence communication systems, which provide an easier use of those notions in local public actions, what are the current transformations affecting territorial branding strategies? More precisely, to what extent are the relationships with citizen, economic players and tourists, which have been established thanks to communication strategies developed in the 1980’s, transformed? The crossed analysis of lectures from experts and local practices, collected through documentary studies, direct observations, structured and semi-structured interviews, within several emblematic territories, highlights the emergence of a metropolitan supply promoted through local public policy discourse, which shows an evolution from territorial communication to territorial branding.

Made available in DSpace on 2016-12-08T16:55:47Z (GMT). No. of bitstreams: 1 Mauro.pdf: 4382168 bytes, checksum: 178b54f5f3aa59808554feec5dee6fd1 (MD5) Previous issue date: 2010-08-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This work investigated and analyzed the Sao Bonifacio s territorial branding s developing process and effects, which are part of an embrionary process of Sustainable Territorial Development that took place in between the years 2005 and 2008. The research reviewed the main macro-typologies of development, design and branding. The study was motivated by an experimental approach which articulated the theories of Complexity and also of Sociospatial Formation. The objective was to distinguish what is currently more appropriate to achieve the community empowerment of a micro territory formed by small family farms with a strong cultural identity inherited from "German" immigrants from Westphalia. This experience has thus involved elements which can be considered new to the study field of Design, such as this territorial branding and a kit of territorial products and services. This way, these elements were used as strategic instruments of social mobilization to involve the community in this process of development guided by the Solidarity Economy and also to provide more and better visibility to the town of Sao Bonifacio. All of this indicated an alternative way for the rural micro-territories to react against the negative effects of the market capitalist economy by making use of the solidarity and cooperation to build a special kind of social capital and to take on a new course of planning and management of their own development / Este trabalho investigou e analisou o processo de construção e os efeitos da Marca Territorial de São Bonifácio, os quais integram um processo embrionário de Desenvolvimento Territorial Sustentável transcorrido entre 2005 e 2008. Animado com uma abordagem experimental que articulou as Teorias da Complexidade e da Formação Socioespacial, este trabalho reviu as principais Macro-Tipologias do Desenvolvimento, do Design e das Marcas, objetivando caracterizar o que é mais adequado no momento para o empoderamento comunitário de um micro-território de agricultores familiares com forte identidade cultural herdada de imigrantes alemães da Westfália. Trata-se de uma experiência que envolveu elementos inéditos no campo do Design, tal como esta Marca Territorial e uma Cesta de Bens e Serviços Territoriais. Nesse sentido, estes elementos foram utilizados como instrumentos estratégicos de mobilização social para envolver a comunidade neste processo de desenvolvimento pautado pela Economia Solidária e dar mais e melhor visibilidade a São Bonifácio. Tudo isso indicou um caminho alternativo para os micro-territórios rurais reagirem aos efeitos negativos da economia capitalista de mercado valendo-se da solidariedade e cooperação para construir um tipo especial de capital social e assumir um novo rumo em termos de planejamento e gestão para o seu desenvolvimento