Сравнителен анализ на връзките с обществеността на Балетния театър в Гуанджоу и Държавна опера – Пловдив, България
A comparative analysis of the public relations strategies of the Guangzhou Ballet Theatre and the Plovdiv State Opera, Bulgaria

Summary/Abstract: This study compares the communication models and public relations practices of the Guangzhou Ballet Theatre and the ballet ensemble of the Plovdiv State Opera. An analysis of their PR strategies reveals both shared tendencies in cultural dissemination and clearly defined differences in their strategic positioning. Guangzhou adopts a model of cultural translation, aimed at overcoming intercultural barriers and contextualising local artistic content for international audiences, whereas Plovdiv develops a narrative of technological innovation, centred on the integration of digital tools and new media into stage practices. The study concludes that these two models represent complementary approaches to contemporary cultural institution management, in which form and content must remain in dynamic equilibrium.

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