Effective Cultural Communication via Information and Communication Technologies and Social Media Use

Effective Cultural Communication via Information and Communication Technologies and Social Media Use

Androniki Kavoura (Technological Educational Institute of Athens, Greece) and Stella Sylaiou (Aristotle University of Thessaloniki, Greece)
DOI: 10.4018/978-1-5225-7601-3.ch030
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Cultural organizations need to adopt contemporary methods and ways of communication for heritage management. Raising people's interest for cultural heritage may take place via the implementation of innovative communication tools that allow for engagement to take place. Research though has shown that cultural organizations are more reluctant than firms are to implement a two-way communication process with new technologies and social media. Do cultural organizations employ information and communication technologies (ICTs) and social media in an interactive approach? This chapter aims to illustrate the significance that should be attributed to innovation through the use of technology for communication purposes by cultural organizations. The way communication trends take place in the field of cultural management and communication is presented, along with an overview of the technological outlook that can be invaluable. The use of innovative communication tools that are employed by cultural organizations for their communication strategies has been little researched as a topic. This study aims to add to the literature on the use of social media, mobile devices, and ICTs by cultural organizations.
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Background Of Research: Cultural Organizations, Cultural Marketing, And Icts

This chapter presents (a) both the implementation of innovative communication technologies with the use of ICTs via computers, mobile phones, telephone lines to access and manage electronic data on the web from the cultural organizations’ point of view in order to illustrate the possibilities on offer for managing and promoting their services and (b) the implementation of social media that are internet-based innovative communication tools that bring people together through the use of user-generated cultural content. In doing so, a two way communication and engagement between cultural organizations, art and audiences can be promoted and cultural managers may more fully adopt both ICTs and social media.

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