This is the motto launched by Professors Teresa Malafaia and Alcinda Pinheiro that guided the spirit of Cultural Management within the School’s Culture and Communication area. The Trends and Culture Management Laboratory is a project that embraces this assumption, in a cross between research and action that underlines the importance of articulating the various training activities (postgraduate seminars, workshops and laboratory training), research and knowledge transfer.
The aim is to develop solid research within the scope of analyzing socio-cultural dynamics and their phenomena, especially at an urban and digital levels, with a purpose to generate strategic guidelines that can be applied in various cultural, political, business and artistic institutions.
We inherited the experience and knowledge developed in the Project “Creative Cultures: Cities, Trends, Strategies”. Based on this, research and action-research activities will pay attention to urban territories, in order to understand the emergence of creative cultures and to allow the analysis of representations and practices of various social groups, including subcultures and urban tribes.
The Anglo-American world presents itself with a set of benchmarks and with important theoretical-practical contributions to be considered in terms of objects and spaces of study, as well as the approaches to be developed.
The aim is thus to unfold the Laboratory into three specific, but articulated, activities:
in applied academic research materialized in a Research Project on Trends and Culture Management;
in laboratory practice, which enables a bridge with society and the transfer of knowledge, especially with the city of Lisbon;
in the Specialized Training that will take place in executive training courses, as well as in specialized seminars at postgraduate level – MA and PhD.