Publication: Comunicación y artes escénicas: la estrategia digital en los espacios de exhibición españoles
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Publication Date
2021-03-12
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Universidad Complutense de Madrid
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Abstract
La comunicación ha ocupado tradicionalmente un lugar secundario en las líneas de actuación de la gestión cultural. Hoy, la evolución tecnológica y social hacia la Web 2.0 y las herramientas que derivan de ella reinventan los canales de difusión y posibilitan un diálogo efectivo entre las organizaciones y su público, coincidiendo con un momento que subraya, más que nunca, la necesidad de establecer dicha conexión con el consumidor cultural y, por otra parte, de tomar las riendas definitivas de una transformación digital que ha dejado de ser una opción. Es hora de acercar posturas, de abandonar actitudes tecnófobas y de repensar el papel de los públicos de la cultura en este nuevo escenario que brinda la posibilidad de convertir al consumidor en un colaborador activo, que además tiene la necesidad de serlo. Y, sobre todo, es hora de empezar a ver oportunidades donde se acostumbra a ver riesgos...
Communication has traditionally taken a secondary place in the guidelines of cultural management. Today, the technological and social evolution towards the Web 2.0 and the tools derived from it reinvent the channels of dissemination and enable an effective dialogue between organisations and their public, coinciding with a moment that underlines, more than ever, the need to establish such a connection with the cultural consumer and, on the other hand, to take the definitive reins of a digital transformation that is no longer an option. It is time to bring positions closer together, in order to abandon technophobic attitudes and to rethink the role of cultural audiences in this new scenario that offers the possibility of making the consumer an active collaborator, who has also the need to become it. And, above all, it is time to start seeing opportunities where we often see risks...
Communication has traditionally taken a secondary place in the guidelines of cultural management. Today, the technological and social evolution towards the Web 2.0 and the tools derived from it reinvent the channels of dissemination and enable an effective dialogue between organisations and their public, coinciding with a moment that underlines, more than ever, the need to establish such a connection with the cultural consumer and, on the other hand, to take the definitive reins of a digital transformation that is no longer an option. It is time to bring positions closer together, in order to abandon technophobic attitudes and to rethink the role of cultural audiences in this new scenario that offers the possibility of making the consumer an active collaborator, who has also the need to become it. And, above all, it is time to start seeing opportunities where we often see risks...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Teorías y Análisis de la Comunicación, leída el 22-01-2021
UCM subjects
Comunicación social