A MEDIAÇÃO TRANSFORMADORA NA PERCEPÇÃO E PRÁTICA SUSTENTÁVEL NO AUDIOVISUAL

Abstract

Goal: This study aims to analyze how brief mediation can alter the perception of sustainability in audiovisual projects. Design⏐Methodology⏐Approach: A case study involving 12 producers at ECM+Lab 2021 was conducted, where questionnaires were applied before and after mediation sessions. The sources and composition of the form, the interview script, and the results were analyzed both quantitatively and qualitatively. This included comparing spontaneous responses (before mediation) and reformulated ones (after mediation), under the perspective of mediated action as proposed by Wertsch, and Peirce’s perceptual judgment, to identify the correlations of sustainable practices in audiovisual projects reported by the producers and the mediator. Results: There was an average 43% increase in awareness of sustainable practices among producers, highlighting the relevance of consulting processes to enhance the understanding of sustainability. Originality⏐Value: This study is pioneering in examining the impact of mediation on sustainability in the Latin American audiovisual context, offering new insights into sustainable practices.