Comunicação, mediação e marketing

Abstract

This article analyzes the relationship between mediation initiatives within the museum's communication role (Preservation-Research-Communication - PRC model), and museum marketing initiatives. After reminding readers of the multiple dimensions of mediation, as they have arisen over the past decades (cultural development, cultural actions, participation, etc.), the author studies the points that mediation initiatives or methods have in common with marketing initiatives or methods. He identifies the levels at which these two roles expand which, according to him, are based on radically different assumptions.