CULTURAL POLICY DIVERSITY AND THE CREATION OF NEW MARKET NICHES

This book is the result of a research that sought to understand how investments in cultural public policies between 2003 and 2016 in Brazil provided a scenario for the creation of market niches based on the concept of diversity. The idea of diversity is constituted by a wide variety of cultures from which it is possible to distinguish the multiplicity of social codes that operate within society. In view of this this research focuses on the analysis of the creative Noix from the production and organization of the #DáPraFazer festival of the Rider brand and the processes that establish a change of the brand over time in view of transformations that the country goes through in the political sphere. As a consequence of the political cultural and economic transformations classes C and D represent a large consumer group that is benefited by government development programs as well as the stimulation of credit utilization and the promotion of entrepreneurship. In this research it becomes noticeable the formation of niches of niches to the extent that the agenda of diversity is the central scenario for a development debate in Brazil.