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Limitations of New Communication Forms' Possibilities in the Promotion of Contemporary Art - Dilemma of Multimedia and Corporeality

Student: Tatiana Babynina

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2018

The following work is devoted to the promotion of exhibitions of contemporary art, which often requires significatly more cognitive effort for reflection and perception in comparison with alternative art categories. Standard promotion instruments and channels cannot provide visitors' satisfaction, nor can they help to fulfill the tasks of museum institutions such as awareness raising and receiving emotional response. A study conducted among residents of Moscow and the Moscow region, an online survey of amataur contemporary art exhibitions' visitors , reveals the various psychographic barriers and biases of the audience. Recommendations for leveling these limits of perception are based on the results of a case study of successful foreign experience.

Full text (added May 10, 2018)

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