Strategies of Digital Cultural Communication in Lake Constance Region
Full Title: DIGITAL COMMUNICATION STRATEGIES FOR THE CULTURAL SECTOR IN THE LAKE Constance REGION
Partners
ZHAW School of Management and Law Center for Arts Management (CH)
ZHAW School of Engineering, Distirbuted Software Systems (CH)
FH Voralberg, Research Centre for Economic and Social Sciences (AU)
Die Regionauten GmbH, Constance (G)
This project is funded by the International Bodenseehochschule (IBH). The IBH is the largest inter-University network in Europe. Under the umbrella of IBH, 30 universities from Germany, Liechtenstein, Austria and Switzerland cooperate in research, teaching and transfer. IBH supports cross-border research projects on current and future challenges in the Lake Constance region.
Project Duration
2018 - 2020
My Role
Initiator, project leader (until January 2020)
Description
How do the arts organizations in Lake Constance Region use the means of digital communication?
Cultural Communication has undergone a profound change with digitization. Technological drivers like big data, automatisation of processes, intelligent infrastructures, digital platforms and open access to production resources will challenge communication executives also in cultural organisations (see also Niederhäuser and Rosenberger 2018 and Klewes et al. 2017). However, the digital transformation in communication is not only limited to the introduction of digital tools and instruments, but also requires adapting the organisations’ structures, strategies, processes and culture (Barghop et al. 2017). Agility and flexibility, customer centricity, innovation, data-driven decision-making, collaboration, cpen culture, and a digital-first-mindset are key attributes of a digital culture (Capgemini 2017).
This research project aims to investigate how a communication strategy for marketing and conveying the diverse cultural activities and locations in the Lake Constance Region should be designed.
Phase one of the project is the determination and description of the regional communication structures in the cultural field. First, users are asked about their information behavior. Secondly, cultural marketers and cultural mediators are asked about their current marketing and communication strategies. In Phase two, the relevant websites, marketing documents and social media entries are analyzed using statistical methods of data and text analysis in order to identify keywords and self-descriptive features that dominate in the individual cultural clusters and spaces. In Phase 3, based on this inventory analysis, cultural mediators and cultural marketers develop options for effective digital communication structures. Decision-makers from politics, administration and location marketing are then asked to evaluate the recommendations for action and, if necessary, to support them in their implementation.
Methods
Quantitative data analysis, online survey
Methods of natural language processing and social media monitoring
Workshops with practitionners and policy makers
Publications
Benites, Fernando; Leuschen, Lara; Cieliebak, Mark. (2020). Social Media Monitoring for Arts Management on the example of the Lake of Constance (Bodensee) region. SocialMediaMonitoring, Data Science. Available under: Social Media Monitoring for Arts Management on the example of the Lake of Constance (Bodensee) region – SpinningBytes
Betzler, Diana; Leuschen, Lara; Rebitzer, Fabian A., (2019). Digital communication strategies for the cultural sector: evidence of an interdisciplinary approach based on the cross-border region lake Constance. In: 15th AIMAC International Conference on Arts and Cultural Management, Venice, Italy, 23-26 June 2019. Available under: http://www.researchgate.net/publication/333566284_Digital_Communication_Strategies_for_the_Cultural_Sector_Evidence_from_the_Cross-Border_Region_of_Lake_Constance
Cieliebak, Mark; Benites de Azevedo e Souza, Fernando; Leuschen, Lara; Hnizda, Michaela; Betzler, Diana (2019). Natural language processing in arts management. Zeitschrift für Kulturmanagement. 5(1), pp. 119-142.
Links
Cretivity Workshop with Practitionners, Voralberg University