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Kultur im Web 2.0 : eine inhaltliche Untersuchung zum Einsatz von Social Media in der Kommunikation von Kultureinrichtungen am Beispiel von ausgewählten Kölner Kulturbetrieben

  • “Web 2.0” stands for a type of use of the Internet, which is characterized by the interaction between, and participation of, users of the Internet. The Social Media provide a place for communication and information and offer a wide variety of applications allowing users to produce their own content and to use the same for their Internet-based communications with other users . Social Media, with their wide range of Internet-based functions, allow the users – besides the ability to address the relevant target groups in a more focused manner – to interact with users. An increasing number of museums, theaters, operas and orchestras in Germany make use of Social Media for their public relations activities. However, this study will show that, in many cases, the Social Media are not being used by the cultural institutions in a consistent manner and, in addition, such use often lacks a strategic concept of being clearly focused on the relevant target groups. This study undertakes a thorough review and evaluation of the Social Media activities shown by a selected group of cultural institutions of the city of Cologne – with a particular focus on how these institutions make use of the Social Media “Facebook” and “Twitter” for their public relations activities. There follows an analysis of the current online presence of these cultural institutions. This will provide a picture as to whether and to what extent the Social Media have become part of such cultural institutions` communications concept. After that, there will be a content-analysis of the official Facebook and Twitter pages as used by the selected cultural institutions in their public communications with their stakeholders. Based on these analyses, the study will identify the factors which appear to be key to successfully initiate and promote the interaction between these cultural institutions and their users. Finally, recommendations will be made for a successful use of Social Media by the cultural institutions of the city of Cologne, with, by way of example, some references to projects of ` best practice`.

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Author:Aurélie Sacher, Aurelie Sacher
Document Type:Master's Thesis
Year of first Publication:2015
Date of final exam:2015/05/20
First Referee:Ursula Georgy
Advisor:Sabine Haas
Degree Program:Markt- und Medienforschung
Page Number:105
Access Rights:Zugriffsbeschränkt
Licence (German):License LogoCreative Commons - Namensnennung-Weitergabe unter gleichen Bedingungen