Articoli taggati con ‘audience development’

Tafterjournal n. 97 - NOVEMBRE DICEMBRE 2017

Corporate Museums and design: Web communication strategies

di Ilaria Gobbi e Lucia D'Ambrosi

Abstract The content of this article is the analysis of Web communication strategies used by corporate museums. The main goal of the research is to analyze the Italian corporate museum’s communication in order to first review the digital identity and the reach and engage operations used by them. Through several indicators, the study highlights both strengths and weaknesses of the online strategies used by those samples, which have been selected among Museimpresa partner museums operating in the commodities sector of design.

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Tafterjournal n. 93 - MARZO APRILE 2017

What will remain of the Days ?

di Maria Cristina Vannini

Free entrance to museums on the first Sundays of each month seems to have been a great success till its launch in July 2014. It has seen the average increase of visitors throughout Italy of some 260thousand units per month in 2016. More or less as half the yearly visitors in region Marche museums for the same year, following the data of the Mibact or as if the same number of population of the Greater Milan area visited museums or archaeological sites and parks during the twelve free Sundays. Surely it looks like a great success. Overall, it demonstrates that museums arise interest and curiosity in a large number of population. But these numbers don’t tell us anything about the people they represent or about the related “visitors’ journey”. What is the level of loyalty to these events? Are the same people traveling throughout the country planning a free visit to the Italian museums or is mainly a locally-based phenomenon? Can the visitors be profiled at least on the basis of the traditional demoscopic categories? Above all, these numbers don’t say anything about the kind of experience the visitors live and what remains of it, to both actors involved: visitors and museums. It should be time for the national cultural policies to clarify the meaning of success pursued, since the investment required for running the Sundays free entrances or similar openings (i.e. last March 8th ) on national or local level is significant for the public administrations and since lately it has been replicated in other sectors of the cultural production. In facts, the trade-off of this kind of operations is highly worthy if they can help defining further cultural strategies in audience development and in cultural production, and if they can collect valuable feedbacks and data on which cultural institutions can improve their cultural offer and develop new creativity.

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Tafterjournal n. 85 - NOVEMBRE DICEMBRE 2015

Museums and Storytelling: From the last trends to the future

di Sara Cicatiello

In 2010, Kelly found that museums’ adult visitors were deeply aware of their learning preferences and that they wanted experiences both educational and entertaining. On a more general scale, LaPlaca Cohen “Culture Track Report 2014” reveals how the meaning itself of what a cultural experience is like, expanded to activities more related to nature and entertainment. According to this report, audience values a TED talk or a visit to a Botanic Garden just as culturally engaging as going to the museum or attending a theater performance. The public is more demanding and wants to satisfy more than one need at the same time, pursuing activities that are educational, entertaining, interactive and customizable. This expanded notion of culture is on top of the priorities of professionals, as it challenges them to find continuously newer and more unique attractions, able to deal with a much wider range of competitors to the public attention. In order to address the increased uncertainty, museums reshaped their programs to include more and more extra-ordinary events, such as family days, curators’ talks, nocturnal exhibitions, and so on. On the one hand, special events are successfully flourishing and tend to be more participated, to have a wider impact on social media and to be more easily sponsored than ordinary programs. On the other hand, it seems that museums would be struggling at actually improving the ordinary visitors’ experience, which is a much more radical transformation affecting deeply each department, from the Curatorial to the Visitors’ Services and it is often extremely costly. In this gap among special programming and ordinary visit, the organization Museum Hack has found a fertile environment for its growth.

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Tafterjournal n. 76 - ottobre 2014

American Museums versus Italian Museums online: are they so dissimilar?

di Francesca De Gottardo e Valeria Gasparotti

Not unlike Italy, the cultural institutions of the United States are part of a prism returning different shades of quality in managing new digital tools. Let us take social media as an example for all: when asked to specify the issues they most frequently encountered in managing online communication, the American professionals gave answers amazingly similar to those of their Italian counterparts. What they pointed out were lack of time – often deriving from chronicle budget deficits to hire new staff, and low to non-existent digital awareness in their colleagues, making it difficult to manage the workflow efficiently in order to achieve better quality content.

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Tafterjournal n. 76 - ottobre 2014

How to deal with an increasing western-focused world?

di Ludovica Michelin

The present world, dominated by high-speed information, easy access to knowledge and powerful cross-fertilisation of cultures, could on one hand ideally favour social and cultural integration by putting in contact different cultures, but on the other hand the shared feeling is that we are experiencing an increasing cultural globalisation, a sort of cultural holigopoly (held by the so-called western world) imposing its rules upon other cultures.

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Tafterjournal n. 72 - giugno 2014

How African cultural festivals are using innovative methods to attract new audiences, fund and host sustainable festivals

di Mazuba Kapambwe

This paper will focus on trends within the management of African cultural festivals, particularly on aspects of attracting new audiences primarily through social media, new approaches to funding such as using crowd funding and original models of social and environmental sustainability such as the Maaya model for festivals and cultural events. This paper will use secondary research from credible sources such as the UNESCO 2013 Creative Report, African Festival Network (Afrifesnet) concept document, African Musical Festival Network and HIVOS.

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Tafterjournal n. 68 - febbraio 2014

Does Culture Need New Audiences? Absolutely Yes!

di Vittoria Azzarita

In a time of austerity, audience development represents a fundamental aspect which should be taken into account. In the traditional business sectors, the demand side has always played a key role in order to predict and satisfy a huge range of needs – sometimes real, but more often market-oriented. On the contrary, in the Italian cultural realm we are witnessing a growing gap between the supply of products and services and the demand side. An excessive self-referential cultural system, together with a low attention to cultural audience’s requests and desirers, are at the same time cause and effect of a static perception of cultural phenomena. As Lyn Gardner noted in a recent Guardian blog, cultural organisations are afraid of asking people what they really want, transforming the relationship with the audience into a boring marriage of convenience. In this respect, if cultural institutions will continue perceiving themselves as locked places specifically dedicated to the upper classes of society, they will be doomed to forget their primary functions such as education and research.

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