Фестивалите на пясъчните скулптури в дигиталната епоха: Медийни проекции и комуникационни стратегии
Sand Sculpture Festivals in Digital Era: Media Projections and Communication Strategies

Summary/Abstract: This article discusses effective communication strategies in the event management domain. The focus is on the integrative potential of certain art events with a growing popularity for the development of visual arts and of the prosperous cultural tourism – the sand sculpture festivals. The research objective is to identify strategic approaches ensuring recognizability of the festivals in a virtual space that is already oversaturated with content. The paper also studies the possibilities for mediatization and competitive performance of the sand sculpture festivals in the world of digital technologies. The subject of the narrative is the Sand Sculpture Festival in Burgas (the first of its kind in Bulgaria), outlined in the brand’s own media: website and social media sites, which helps shape its image. In achieving the research objective, the case study method has been applied.

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