ANÁLISE ESTRATÉGICA DA MEMÓRIA CULTURAL: MATRIZ SWOT DO SITE DO CSAC

A reflection on new archival models developed over the last decades, because it ́s believed that a discussion about the typology of archives related to art and design and architecture projects is necessary. The objectives are to study the phenomenon of art in the context of the communication system and the proposition of an organization of knowledge in the artistic field not only by the logic of the museum, but by the logic of the archive; to elaborate conceptual synthesis on art, museums and archives, drawing fundamental lines in the processes of selection and communication of institutions linked to art; the observation of a new paradigm in the organization of artistic knowledge through archival logic; the study of the Museum Archive Centro Studi e Archivio della Comunicazione (SCAC) of the University of Parma, which represented a pioneer proposal in the reflection on knowledge in art field; and the development of strategic analysis of the cultural memory of the CSAC website through the SWOT Matrix. The work develops, at first, as a bibliographical discussion about art, museum and archive. Next, the case study of the CSAC, its institution and the theories on which its proposal is based is made. Finally, the institution's website is studied through SWOT, a tool that allows identifying the potentialities and difficulties inherent in an environment so that strategic determinations can be built to consolidate the organization analyzed. It was possible to conclude that the CSAC developed a conceptual question of the perspectives on art through its arrangement in a file logic, opposing to the concept of museum as a "unique" place in determining the knowledge produced by the art system. The application of the SWOT matrix, in turn, allowed us to identify points of extreme importance and great specificity within the studied context.