Seminar: Developing Digital Methods to Map Museum ‘Soft Power’
In this seminar, Natalia Grincheva asks: What is museum ‘soft power’? Why do museums in the 21st century transform from sites of branded experience to places of soft power? Could we measure ‘soft power’ and could it be meaningfully visualised?
Date: Thursday, 21 September 2017 | Time: 2.00pm-4.00pm
Venue: Level 4 Linkway, John Medley, the University of Melbourne
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Abstract: What is museum ‘soft power’? Why do museums in the 21st century transform from sites of branded experience to places of soft power? Could we measure ‘soft power’ and could it be meaningfully visualised? The seminar will address these questions by presenting the project Deep Mapping: Harnessing Museum ‘Soft power’, which received the 2017 Museum Computer Network Award for developing innovative solutions to enhance museum transparency and strengthen proactive management in global PR.
Bio: Dr Natalia Grincheva is a Research Fellow at the Research Unit in Public Cultures and a Sessional Lecturer at the Arts and Cultural Management Program. Focusing on new museology and social media technologies, her research explores ‘diplomatic’ uses of new media by the largest internationally recognised museums around the world. Her current projects include two publications, contracted by Routledge. The first book, Branding the Global Guggenheim: Cultural Diplomacy in the Neoliberal Age, explores franchising museum practices as new avenues for contemporary institutional diplomacy. The second monograph forthcoming in 2018, Museum Diplomacy in the Digital Age, will analyse online museum spaces as sites of social activism and digital diplomacy through six case studies of the world museums in North America, Europe and Asia-Pacific.