A Sustentabilidade no mercado de patrocínios culturais incentivados: novas diretrizes, novos discursos

Abstract

The aim of this research is to understand the impacts of the idea of corporate sustainability on the incentivized cultural sponsorship market. Since this agenda establishes a new moral orientation and good practices in the selection of projects via the Rouanet Law, the hypothesis discussed and proven was that the change in demand from sponsoring companies implied a change in the conception of control (Fligstein, 2001) of the selling agents (proposers and intermediaries) in the field, guiding their competitive practices. In the case of the proponents, the influence of the ESG agenda was seen mainly in the discourse on selling the projects, while in the case of the intermediaries, the social techs specializing in private social investment management are interpreted as the product of a market moment based on sustainable investment dynamics. With regard to the social conditions of discursive production, sustainable development also appears as the argumentative foundation responsible for regaining the legitimacy of the economic exchanges carried out within the scope of the Law, after the institutional and symbolic dismantling promoted by the Bolsonaro administration.