Publication: Contribuciones a la arquitectura de la marca Europa: Los programas Erasmus+ y Europa Creativa
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2020-07-05
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Abstract
El trabajo de investigación-acción que proponemos se sitúa en la confluencia entre la arquitectura de la marca y la arquitectura del aprendizaje social. Tratamos de entender cómo la Comisión Europea, como institución macro por un lado, y cómo las diversas comunidades micro que la conforman -ciudades, territorios, universidades o asociaciones- por otro lado, interactúan y despliegan iniciativas participativas; cómo unas y otras se adaptan a medida que los aprendizajes suceden. Nos apoyamos en los programas Erasmus+ y Europa Creativa como casos prácticos de desarrollo de la marca desde el desarrollo de los lazos culturales y educativos entre ciudadanos de los Estados miembros.
The action research work we propose is located at the confluence between brand architecture and the architecture of social learning. Our main goal is to understand how the European Commission, as a macro institution on the one hand, and how the various micro communities that make it up - cities, territories, universities or associations - on the other, interact and deploy participatory initiatives; how one and other adapt themselves as learning processes take place. We rely on the Erasmus+ and Creative Europe programmes as practical cases of brand progress from the development of cultural and educational links between citizens of the Member States.
The action research work we propose is located at the confluence between brand architecture and the architecture of social learning. Our main goal is to understand how the European Commission, as a macro institution on the one hand, and how the various micro communities that make it up - cities, territories, universities or associations - on the other, interact and deploy participatory initiatives; how one and other adapt themselves as learning processes take place. We rely on the Erasmus+ and Creative Europe programmes as practical cases of brand progress from the development of cultural and educational links between citizens of the Member States.