The first chapter of this thesis analyzes the marketing mix of Prague Quadrennial 2011. The following part focuses on marketing communication of this cultural event, reflecting the non-professional public. Based on data obtained from marketing research on the festival's perception and the last year's marketing campaign, the aim of this academic work is to propose possible improvements for the next festival's marketing campaign.

Cette recherche s’inscrit dans le contexte actuel où bon nombre de disciplines créatrices cherchent à redéfinir le contour de leur activité. La scénographie n’en fait pas exception. Dans une période très récente, des questions sur les limites de la scénographie et son rapport avec les autres arts se sont posées. Cette thèse prétend démontrer que les bouleversements à l’œuvre ces dernières années sont majeurs en affectant le rôle même du scénographe. Il nous a paru cohérent de concentrer la recherche sur la 12e édition de la Quadriennale de Prague en 2011. En effet, cette édition fut le premier événement qui effectua un changement terminologique, introduisant dans ce contexte le terme de Performance Design en le substituant le terme traditionnel de scénographie. L’accent mis sur ce concept prétendait inclure de nouvelles formes de créations émergeantes. Ce changement provoqua des échos importants et suscite depuis de nombreux débats dans le domaine des arts de la scène. Il semblait donc nécessaire de déterminer les nouveaux contours de la discipline. Quelles sont les fonctions actuelles du scénographe ? Quelles compétences doit-il avoir aujourd’hui pour répondre aux enjeux propres de la mise en scène ? Quels sont les domaines où le scénographe exerce sa pratique ? Quelles sont les limites de la scénographie ? Ou encore, quels sont les nouveaux espaces, au-delà des domaines traditionnels, qui s’ouvrent comme champs de pratique ? Interroger le statut actuel du scénographe exige inévitablement de revenir sur ses définitions historiques. Cette recherche ne prétend pas être une étude exhaustive de l’histoire de l’évolution du rôle du scénographe. Cela nous a cependant permis d’isoler trois fissures dans son évolution. Nous proposons de développer cette analyse à partir de trois catégories : fonction, domaine, et compétence. Afin de compléter un débat somme toute théorique, nous avons souhaité entendre les voix de scénographes de différents pays dans le monde. Cette diversité d’entretiens nous a permis d’avoir un exemple vivant de la réalité particulière de ceux qui exercent la discipline aujourd’hui. / This research fits into the current context in which many creative disciplines seek to redefine the outline of their activity. The scenography is no exception. In recent years, questions have arisen about the limits of scenography and its relationship with other arts. This thesis aims to show that the upheavals at work in the last years have profoundly affected the role of the scenographer. It has seemed coherent to us to focus the research on the 12th edition of the Prague Quadrennial in 2011. Indeed, this edition was the first event that made a terminological change, introducing in this context the term Performance Design substituting the traditional term of Scenography. The emphasis on this concept had the purpose of including new forms of emerging creations. This change provoked important echoes and has been the subject of many debates in the field of the performing arts. It therefore seemed necessary to determine the new contours of the discipline. What are the current functions of the scenographer? What skills must he have today to respond to the specific challenges of staging? What are the areas where the scenographer practices? What are the limits of the scenography? Or again, what are the new spaces, beyond traditional domains, that open up as fields of practice? To question the current status of the scenographer inevitably requires a reconsideration of his historical definitions. This research does not claim to be an exhaustive study of the evolution of the scenographer's role. Nonetheless it has allowed us to isolate three cracks in its evolution. We propose to develop this analysis by means of three categories: function, domain, and competence. In order to complete a theoretical debate, we wanted to hear the voices of scenographers from different countries around the world. This diversity of interviews has allowed us to have a living example of the particular reality of those who exercise the discipline today.

No description available.

São raras as oportunidades para expor um traje de cena fora da cena, em uma exposição na qual seja possível refletir sobre a obra criada, seu processo de trabalho e propostas cênicas, tanto no País quanto no exterior. A maior exposição internacional de performance design acontece, há 58 anos, na República Tcheca, tendo reunido artistas, pesquisadores e estudantes de 90 países, na última edição, em 2015. Durante a Quadrienal de Praga (1967-2015), o Brasil já foi premiado diversas vezes, incluindo o prêmio máximo da PQ: a Triga de Ouro, em 1995 e 2011. Porém, a falta de uma instituição responsável pela organização da participação do País causa instabilidade nas formas curatoriais, além de escassez de verba. Este estudo investiga como o traje de cena do teatro brasileiro é representado na exposição internacional. Um percurso que se faz necessário iniciar na Bienal Internacional das Artes Plásticas do Teatro (1957 a 1973), evento criado como um quadro pertencente à Bienal de São Paulo e que, após sua quinta edição, faria surgir a exposição tcheca. Uma documentação inédita, com amplo resgate documental e iconográfico, compõe esta tese e serve como fundamental objeto de estudo para reconhecer qual a posição do traje cênico nesta trajetória de vinte edições, construída ao longo de 58 anos, para possibilitar a investigação da hipótese desta tese: confirmar se, no histórico da participação brasileira, entre 1987 e 2003 - quando a representação do país esteve aos cuidados do cenógrafo J. C. Serroni - houve algum tipo de preferência curatorial por artistas e/ou trabalhos cujos trajes de cena tenham reforçado uma possível presença de influência na construção da imagem do figurino teatral de acordo com estereótipos da cultura brasileira, em destaque as características estéticas do Carnaval. / There are few opportunities to expose a costume design out of the scene in an exhibition in which to reflect on the work created, their process and scenic proposals, both at home and abroad. The largest international exhibition of performance design happens, during the last 58 years, at the Czech Republic and brought together artists, researchers and students from ninety countries in the last edition in 2015. During the Prague Quadrennial (1967-2015), Brazil has been awarded several times, including with the top prize of the PQ: the Golden Triga, in 1995 and 2011. However, the lack of an institution responsible for organizing the country\'s participation causes instability in curatorial forms, as well as lack of funds. This study investigates how the Brazilian theatrical costume design is represented at the international exhibition. A route that is needed to start with the International Biennial of Visual Arts of Theater (1957-1973), an event created as a frame belonging to the Bienal de São Paulo and, after its fifth edition, would raise the Czech exhibition. An unpublished documentation with extensive documentary and iconographic rescue, makes up this thesis and serves as a fundamental object of study to recognize what position the scenic costume has in this twenty editions\' trajectory, built over 58 years, to enable the research hypothesis of this thesis: confirm that, in the history of Brazilian participation at PQ, between 1987 and 2003 - when the representation of the country was in the care of set designer J. C. Serroni - there was some sort of curatorial preference by artists and / or works that led to the reinforcement of stereotypes of the Brazilian culture, highlighted the aesthetic features of the Carnival.

São raras as oportunidades para expor um traje de cena fora da cena, em uma exposição na qual seja possível refletir sobre a obra criada, seu processo de trabalho e propostas cênicas, tanto no País quanto no exterior. A maior exposição internacional de performance design acontece, há 58 anos, na República Tcheca, tendo reunido artistas, pesquisadores e estudantes de 90 países, na última edição, em 2015. Durante a Quadrienal de Praga (1967-2015), o Brasil já foi premiado diversas vezes, incluindo o prêmio máximo da PQ: a Triga de Ouro, em 1995 e 2011. Porém, a falta de uma instituição responsável pela organização da participação do País causa instabilidade nas formas curatoriais, além de escassez de verba. Este estudo investiga como o traje de cena do teatro brasileiro é representado na exposição internacional. Um percurso que se faz necessário iniciar na Bienal Internacional das Artes Plásticas do Teatro (1957 a 1973), evento criado como um quadro pertencente à Bienal de São Paulo e que, após sua quinta edição, faria surgir a exposição tcheca. Uma documentação inédita, com amplo resgate documental e iconográfico, compõe esta tese e serve como fundamental objeto de estudo para reconhecer qual a posição do traje cênico nesta trajetória de vinte edições, construída ao longo de 58 anos, para possibilitar a investigação da hipótese desta tese: confirmar se, no histórico da participação brasileira, entre 1987 e 2003 - quando a representação do país esteve aos cuidados do cenógrafo J. C. Serroni - houve algum tipo de preferência curatorial por artistas e/ou trabalhos cujos trajes de cena tenham reforçado uma possível presença de influência na construção da imagem do figurino teatral de acordo com estereótipos da cultura brasileira, em destaque as características estéticas do Carnaval. / There are few opportunities to expose a costume design out of the scene in an exhibition in which to reflect on the work created, their process and scenic proposals, both at home and abroad. The largest international exhibition of performance design happens, during the last 58 years, at the Czech Republic and brought together artists, researchers and students from ninety countries in the last edition in 2015. During the Prague Quadrennial (1967-2015), Brazil has been awarded several times, including with the top prize of the PQ: the Golden Triga, in 1995 and 2011. However, the lack of an institution responsible for organizing the country\'s participation causes instability in curatorial forms, as well as lack of funds. This study investigates how the Brazilian theatrical costume design is represented at the international exhibition. A route that is needed to start with the International Biennial of Visual Arts of Theater (1957-1973), an event created as a frame belonging to the Bienal de São Paulo and, after its fifth edition, would raise the Czech exhibition. An unpublished documentation with extensive documentary and iconographic rescue, makes up this thesis and serves as a fundamental object of study to recognize what position the scenic costume has in this twenty editions\' trajectory, built over 58 years, to enable the research hypothesis of this thesis: confirm that, in the history of Brazilian participation at PQ, between 1987 and 2003 - when the representation of the country was in the care of set designer J. C. Serroni - there was some sort of curatorial preference by artists and / or works that led to the reinforcement of stereotypes of the Brazilian culture, highlighted the aesthetic features of the Carnival.