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  • The Use of New Media in Attracting the Youth to Cultural and Arts Institutions (Illustrated by the Example of Literature Museums)

The Use of New Media in Attracting the Youth to Cultural and Arts Institutions (Illustrated by the Example of Literature Museums)

Student: Tsareva Aleksandra

Supervisor: Lyubov F. Borusiak

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2017

The purpose of the academic project is to develop guidelines for using new media in order to create an attractive Moscow literature museum image for the younger audience. However, in the meantime, there is a problem of lack of online platforms used by museums, not to mention resources relevant for young people. The analysis of the main stages of museum communication development since the middle of the XX century is based on theories of P. Kotler, D. Cameron, and H. Jenkins. The young audience that plays an active role in online communication is studied on the basis of theories of E. Goffman, A. Bandura, and K. McKenna. In order to define the most preferable online platforms for museums and audiences communication together with features of attractive literature museums images, several expert interviews and an online survey of young Moscow citizens were provided. It was found that youngsters tend to use cultural online resources in case of need of current information about museums. They hardly ever communicate with museums directly, because it is well recognized that there is no interesting information in museums like these. Although online readings are currently the most famous online projects of literature museums, they do not affect their popularity. Attractiveness of literature museums is related to active publication of relevant information that does not concern museum business and appearance of interactive exhibits and zones offline. As for the experts, they consider the Internet an information not entertaining channel. They also confirm the importance of interactive technologies for attracting young people to museums but neglect its importance to museums public images. This is because of the contradiction between entertainment and museums' academic status. Nevertheless, the use of multimedia technologies and an active interaction with audiences online and offline are what were acknowledged to be essential for creating positive images of literature museums.

Full text (added May 3, 2017)

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