O protagonismo nas redes e movimentos sociais: etnografia e gestão

Abstract

The claim for the use of anthropological tools and concepts by managers, as much as these professionals belong to corporate, governmental or non-profit area, has been more and more a target to achieve. In a world progressively more interconnected, trespassed of uncertainty, embedded in complexities, the traditional organizational solutions don t be able to answer the new challenges that postmodernity propose us. Organizations search new ways of practice that it consider the human been anxieties. And this pattern goes by the understanding and helpful of social networks theories and their cultural essence. Therefore, this research tried to apply anthropological tools to analyze and to engage in a social movement linked in the South Zone of city of São Paulo and promoted by social organizations, artists, cultural producers and movements. The purpose of the group is to develop using culture as a form of provoke the awakening of social consciousness and proper community values. Generating a model of acting and a collective awareness from a membered networked construction. In the theoretical approach it try to connect the network and culture conceptions, in order to show that culture works like a net of social construction of senses. All this to supply to the ethnographical practice a gathering of this senses and to give conditions to set up a group history identity.