This article aims to analyze the organizational culture of the Porto Alegre Book Fair by identifying the cultural aspects that are shared or otherwise by the Executive Commission members, and the symbolic implications of some administrative decisions. The research covered two fairs, in 2004 and 2005, using an ethnographic research method with participative observation and interviews. The resulting data revealed a cultural heterogeneity among the organizing teams of the event, as well as homogeneity among the people of Porto-Alegre with regard to expanding the fair as far as the pier. The acceptance of the new place only materialized when symbolical aspects regarding the "Guaíba River" were used in an attempt to mobilize local feeling. Furthermore the occupation of the Square - either permanently or temporarily - also reveals actors, according to the values of the context where the fair takes place, thus legitimating the administrative steps taken by the event organizers.
Organizational cultures; Book Fair; Ethnography; Local culture