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Kommunikationspolitik für Museen: Nutzung von Social Media als Instrument zur Kommunikationspolitik von Museen

Kommunikationspolitik für Museen: Nutzung von Social Media als Instrument zur Kommunikationspolitik von Museen

          
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About the Book

Essay aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Universität Kassel, Sprache: Deutsch, Abstract: In Deutschland gibt es laut dem Institut für Museumsforschung rund 6.300 Museen. Ein Museum wird nach dem International Council of Museums (ICOM) definiert als: "...a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment."1 Diese Museen stehen im Wettbewerb gegeneinander und konkurrieren gegen verschiedene Anbieter von Freizeit-, Unterhaltungs- und Bildungsangeboten (vgl. Bristot 2007 S. 28; Hausmann 2012c, S. 32). Nicht nur die wachsende Konkurrenz, sondern vor allem die leeren öffentlichen Kassen und schrumpfenden Zuschüsse stellen ein Problem dar (vgl. Bristot 2007, S. 28). In Bezug auf das Museumsmarketing erfordert das Überleben in diesem Wettbewerbsumfeld nicht nur die richtigen Produktentscheidungen zu treffen, sondern auch eine wirksame Kommunikationspolitik (vgl. Hausmann 2012c, S. 32). Die traditionelle Kommunikationspolitik umfasst Instrumente wie Anzeigen, Verkaufsförderung und Direktmarketing (vgl. Reimann/Rockweiler 2005, S. 83). Doch Empfehlungen durch Dritte sind einer der Hauptgründe für einen Museumsbesuch (vgl. Helm/Kuhl 2006, S. 172). Dies zeigt auch die durchgeführte Erhebung Culture Track 2011 in der Verhalten, Motivation und Barrieren kultureller Partizipation in den Vereinigten Staaten untersucht wurden. Es gaben 75 % der Befragten an, dass die Empfehlung von Freunden und Bekannten am wichtigsten für den Besuch eines Kulturangebotes ist und insbesondere soziale Medien für Empfehlungen eine immer wichtigere Rolle spielen.2 Im Zeitalter dieses neuem Mediums ist electronic Word-of-Mouth (=eWoM) besonders effektiv aufgrund der Tatsache, dass eine einzige Empfehlung - zum


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Product Details
  • ISBN-13: 9783656483946
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Weight: 41 gr
  • ISBN-10: 3656483949
  • Publisher Date: 21 Aug 2013
  • Height: 210 mm
  • No of Pages: 20
  • Series Title: German
  • Sub Title: Nutzung von Social Media als Instrument zur Kommunikationspolitik von Museen
  • Width: 148 mm


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