A institucionalização do campo organizacional coreano em Fortaleza: uma análise das relações entre os atores

Abstract

This study analyzes the institutionalization process of the Korean organizational field in Fortaleza, investigating the actors, practices, and interactions that shape this environment. The research is based on the neo-institutionalist perspective of DiMaggio and Powell (1991), using their four institutionalization indicators: the increase in interaction between organizations in the field, the emergence of interorganizational structures of domination, the growth in the flow of information, and the development of a shared sense of belonging to the same field. The methodology is qualitative, relying on semi-structured interviews with restaurant owners, event organizers, and merchants involved in promoting Korean culture in the city. The results highlight a significant expansion of the field, driven by the rising consumption of Korean cultural products and events, as well as the use of social media as a key tool for engagement and dissemination. Additionally, individual initiatives have played a crucial role in increasing access to Korean culture, fostering immersive experiences, and attracting diverse audiences. However, the research also identifies challenges to the consolidation of the organizational field, such as fragmentation among stakeholders, lack of cooperation, and the absence of a formalized structure for articulation. In some cases, competition between event organizers hinders the creation of a more cohesive network. Despite these challenges, there is growing recognition of the need for greater collaboration and dialogue among actors. The establishment of collaborative spaces could contribute to strengthening the Korean organizational field in Fortaleza, enhancing its legitimacy and long-term sustainability. Thus, this study contributes to a broader understanding of institutionalization processes in specific cultural contexts and reinforces the importance of collaborative networks for the consolidation and development of emerging organizational fields.