Σχεδιασμός Διαμεσικής Καμπάνιας Προώθησης Πολιτισμικού́ και Πολιτιστικού́ Αποθέματος στα Μέσα Κοινωνικής Δικτύωσης. Η Μελέτη Περίπτωσης του ionianexperience.com
Date Issued
February 22, 2021
Type
Πτυχιακή Εργασία
Abstract
The cultural and artistic value of a specific region is particularly important with regard to its overall identity. However, its dissemination through modern technologies and social media is often inefficient and with a low degree of interactivity.
This thesis examines the factors that enhance the dissemination of the content of an advertising campaign by modern, important means of communication. It explores the parameters that shape the effectiveness of dissemination and the possibilities for optimizing it. In this regard, it studies the possibilities for spreading (promoting) the content of an advertising campaign with methods and practices of intermediary narrative. In this context, it is working on the implementation of experimental actions to promote the artistic and cultural value of a region through social networks. As a case study, it is assessing the content produced for the digital campaign ‘ionianexperience.com’
The paper includes an introductory theoretical section regarding digital social networks and intermediary narrative. Its practical section regards the process of a methodology for the promotion of the cultural and artistic value of Southern Corfu. In this respect, four geographical sites of cultural and artistic interest are selected and researched to identify elements that will help in their exposure. In the context of the preparation of this work, a series of steps took place. These steps include, for example, market research, story design, the selection of dissemination platforms. The last step also provides a series of guidelines for the creation of relevant campaigns for the exposure/promotion of geographic sites with similar characteristics.
Subjects