Lange Nacht der Museen, Berlin 2014 / Noć muzeja, Zagreb 2014 Marketingstrategien im Vergleich

Matanović, Vedrana. (2018). Lange Nacht der Museen, Berlin 2014 / Noć muzeja, Zagreb 2014 Marketingstrategien im Vergleich. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of German Language and Literature
Department of Information Science. [mentor Vujić, Žarka and Glovacki-Bernardi, Zrinjka].

Preview

PDF (Croatian) Download (1MB) | Preview

Abstract

The aim of this paper is a comparison of the events "Lange Nacht der Museen" in Berlin, 2014 and "Noć muzeja" in Zagreb, 2014 as a museum marketing strategy using a textual linguistic analysis. The text addresses the relationship between the museum, public and communication, and explains how globalization influenced museums. Visitor research is shown as an effective museum strategy. Museum experts need to engage with broader social class and turn to Internet users, who are viewed as potential museum audiences. The medium for advertising on the Internet is a electronically written text. The result of the text linguistic analysis shows that both, the German-language and Croatian-language text, published on the website of the event "Lange Nacht der Museen" in Berlin, 2014 and in "Noć muzeja” in Zagreb, 2014, meet the seven textual criteria of Beaugrande and Dressler and the goals of the marketing strategy.

Actions (login required)

View Item