Ο ρόλος της πολιτιστικής επικοινωνίας για τη βιωσιμότητα των πολιτιστικών οργανισμών: συγκριτική μελέτη του Μουσείου της Πόλης των Αθηνών και του Μουσείου του Λονδίνου

Abstract

The present work emphasizes how the museum, as a cultural organization, can follow the current trends in the field of museology and cope with the current challenges in the society, so that by applying the appropriate communication strategy will be able to achieve a sustainable development. Specifically, a comparative study is carried out between the Athens City Museum and the Museum of London, analyzing the communication strategies applied by both organizations. In addition, COVID-19 pandemic is discussed and how it led the two museums to change their policy, in order to adapt to the special conditions that emerged worldwide. The methodology initially planned included a bibliographic view of the subject and an interview with executives of both museums. Due to the fact that the Athens City Museum was the only organization that responded positively, the case study regarding the Museum of London was based on information derived from their web page and other electronic sources. The research concludes that the Museum of London is investing in a communication policy which ensures greater visibility, wider audience and more revenue. Regarding the Athens City Museum, the key issue is the lack of a planned communication policy although the museum aims at increased extraversion.