When talking about culture in Pernambuco, it's possible to perceive that some of the groups responsible for traditional manifestations are finding difficulties in remaining carrying through these cultural activities. This fact elapses, among others reasons, because of the State reform that tends, each day, to diminish the investments right-handers in culture, making it by cultural incentive laws and fiscal resignation. It is in this context that the banking institutions had perceived a new slice of the market to reach: the cultural sector. In order to get legitimacy from the community where they work on, the banks start to get use of governmental mechanisms, as the cultural incentive laws, to obtain tax exemption when financing cultural projects and, at the same time, to reach visibility from media as social responsible organizations. Thus, we propose to discuss the way that the cultural field had been configured after the banking institutions financing in Recife. For this, we take used the Institutional Theory as theoretician basis, therefore it detaches aspects as: the environment where these organizations are inserted and the notion of field.
Culture; Field; Institutional Theory; Banking Institutions
