The paper describes the design of a robot architecture which allows the robot to be perceived as a social agent. The proposed architecture autonomously allocates computational resources to different activities via an evaluation of environmental stimuli and robot state based on an emotional model of attention and effort. Moreover, the robot carries out a dramatization of its own work, according to drama's theory and its emotions. The architecture has been tested in a project regarding a robotic touristic guide acting in the Botanical Garden of the University of Palermo. This is a challenging application due to crowd of people, large spaces involved and high noise in sensor readings.