Prethodno priopćenje
SOCIAL MEDIA MANAGEMENT IN THE CULTURE SECTOR, EXAMPLE OF THE LADO ENSEMBLE AND THE ETNOGRAPHIC MUSEUM IN ZAGREB
Krešimir Dabo
orcid.org/0000-0001-9260-7384
; Edward Bernays University College, Zagreb, Croatia
Sažetak
The ways in which Croatian traditional culture successfully finds its way to its publics largely depend on several cultural institutions that deal with it from different perspectives. Although the preservation of folklore heritage is thanks to local amateur art groups and associations that keep their customs from oblivion, institutionalized tradition should ensure the guarantee of long-term, systematic and continuous preservation and presentation of the rich Croatian heritage. That is why it is especially important, in today’s time of galloping development of information, communication and
technological processes, to successfully communicate the activities of institutions dealing with various aspects of heritage preservation and presentation. This paper analyzes the management of social networks of two such institutions of national importance, one museum and one artistic performance. A word about the Ethnographic Museum in Zagreb and the National Folk Dance and Song Ensemble of Croatia Lado. On the examples of three projects of each institution, the community management of official Facebook profiles was analyzed through quantitative and qualitative research methods, with the intention of gaining as accurate an insight into the ways, tactics, and then the results of community management of analyzed institutions. Although the results of the research and comparative analysis indicated room for improving the editorial manuscript on the social networks of the Ethnographic Museum and the Lado Ensemble, a kind of connection was established with communication trends and methods of adaptation to followers of official Facebook profiles of institutions. In conclusion, based on this research, institutions are opening up space for possible improvements in the community management, all with the aim of potentially long-term maintenance of public interest in traditional culture as an inalienable part of Croatian cultural identity.
Ključne riječi
traditional culture; communication; social networks; heritage
Hrčak ID:
274494
URI
Datum izdavanja:
30.12.2021.
Posjeta: 758 *