Unit:
Κατεύθυνση Δημοσιογραφία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Supervisors info:
Αικατερίνη Σταυριανέα, Επίκουρος Καθηγήτρια, Τμήμα Επικοινωνίας και Μ.Μ.Ε, ΕΚΠΑ
Στέλιος Παπαθανασόπουλος, Καθηγητής, Διευθυντής, Τμήμα Επικοινωνίας και Μ.Μ.Ε, ΕΚΠΑ
Αντώνης Αρμενάκης, Επίκουρος Καθηγητής, Τμήμα Επικοινωνίας και Μ.Μ.Ε, ΕΚΠΑ
Original Title:
Σχέδιο Προβολής Πολιτιστικού Οργανισμού: Το Εθνικό Μουσείο Σύγχρονης Τέχνης
Translated title:
Public Relations Program for Cultural Organization: The National Museum of Contemporary Art in Athens
Summary:
The present thesis aims to study the ways and means of promoting cultural organizations. The National Museum of Contemporary Art in Athens has been selected as a case study and the culmination of this effort are some indicative suggestions for communicative actions that EMST could incorporate into its Public Relations program.
The study began with qualitative research and in-depth interviews with eleven interviewees who are either directly affiliated with the EMST either belong to Stakeholders, or are experts in the areas of Marketing and Public Relations. The aim was to explore the ways in which a Modern Public Relations Program could be organized, a program that would meet not only the needs of modern days but also the particularities of the institution. The different specialties and experiences each possessed allowed them to provide interesting and rich answers on the subject. This research has attempted to cover the qualitative dimensions of this research area and it is necessary to pursue a quantitative audience research that will complement and illuminate different aspects.
The contribution of the interviewees was significant because terms and theories were discussed that helped both the bibliographic research and the theoretical overview.
Thus, the essay begins with the definition of culture, continues with the analysis of the contemporary art market and follows with museum management and community contribution. The above were considered necessary because, in order to communicate a cultural product, it must first be widely understood. The following chapters focus on financing cultural organizations, strategic planning, product and service marketing, and of course the last theoretical chapter is devoted to the requirements of modern communication strategies.
Main subject category:
Social, Political and Economic sciences
Keywords:
Cultural product, museum experience, cultural sponsorship, museum marketing, strategic communication, public relations
Number of references:
161
File:
File access is restricted only to the intranet of UoA.
ΔΙΠΛΩΜΑΤΙΚΗ_ΤΣΙΡΙΓΩΤΗ-converted.pdf
3 MB
File access is restricted only to the intranet of UoA.
