参与式艺术营销传播与用户生成内容的创意

IF 0.5 Q4 COMMUNICATION

Central European Journal of Communication Pub Date : 2023-10-17 DOI:10.51480/1899-5101.16.1(33).7

Katarína Fichnová, Lucia Spálová

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引用次数: 0

摘要

本文讨论了文化机构推广领域的参与式传播。创意是营销传播成功和有效的重要因素。这一现象尚未与用户生成内容的创造性有关。这项研究解决了创造力是否是UGC(用户生成内容)成功的重要因素的问题。分析由洛杉矶盖蒂博物馆发出的信息的接收者所产生的输出-以及他们对博物馆提供的艺术作品的解释。我们使用了Smith等人(2007)开发的一种改进的评估创造力的方法。我们使用相关分析来分析我们的数据。研究结果表明，创造力是传播策略设计的重要因素，而不是特定UGC产品的成功因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Participative Art Marketing Communication and Creativity of User-generated Content

This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art available to the museum. We used a modified method of evaluating creativity developed by Smith et. al. (2007). We used correlation analysis to analyze our data. The findings show that creativity is an important factor in the design of the communication strategy rather than in the success of specific UGC products.

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来源期刊

Central European Journal of Communication COMMUNICATION-

CiteScore

0.90

自引率

0.00%

发文量

期刊介绍： Central European Journal of Communication provides an international forum for empirical, critical and interpretative, quantitative and qualitative research examining the role of communication in Central Europe and beyond. The journal welcomes high quality research and analysis from diverse theoretical and methodological approaches, as well as reviews of publications and publishes notes on a wide range of literature on media and communication studies. Submission of original articles is open to all researchers interested in communication and media.