Modelo de gestión de comunicación pública del patrimonio: alternativa sistémica para las oficinas del conservador y del historiador en Cuba. Propuesta a partir de un estudio de caso

Abstract

Aunque se revelan iniciativas académicas en torno a la comunicación del patrimonio cultural y natural de los pueblos, aún se carecen de estrategias capaces de integrar su gestión en los disímiles espacios sociales en que se revela: institucional, comunitario y mediático. El estudio de los procesos de comunicación de la Oficina del Conservador de la Ciudad de Cienfuegos en Cuba ha permitido fundamentar un modelo de gestión de comunicación con enfoque estratégico, sistémico, aplicado y participativo que prevé articular los actores de la organización, los gubernamentales, decisores y la ciudadanía, en aras de un reforzamiento de la identidad, la cultura, el clima de trabajo, la imagen pública y su proyección social hacia un desarrollo sostenible y próspero del espacio local, el turismo y la cultura. El Modelo de gestión de comunicación pública del patrimonio ha sido validado como propuesta teórico-metodológica a partir del criterio ofrecido por expertos locales, nacionales e internacionales.

Cultura 2.0 en Iberoamérica: Eficacia de la comunicación gubernamental en YouTube

“…Pese a la relevancia de la cultura y de las ventajas de su comunicación a través de las redes sociales (Dávila-Lorenzo & Saladrigas-Medina, 2020;Walls Ramírez, 2020), apenas existe investigación al respecto en el ámbito geográfico de este estudio, que es Iberoamérica, tal y como se constata en el trabajo de Matassi y Boczkowski (2020), lo que corrobora el interés del presente artículo, así como un gran potencial aún por explotar (Dávila-Lorenzo & Saladrigas-Medina, 2020;Walls Ramírez, 2020).…”

A Study on the Influencing Factors of Social Media in the Communication of Cultural Heritage Education: A Systematic Literature Review

“…Four articles were published in 2019, and the topics covered were the role of social media on the digitization of cultural heritage (Kim et al, 2019), customized cultural heritage recommendations for users through social media (Su et al, 2019), social media for the dissemination of cultural heritage (Lopez et al, 2019;Grimaldi et al, 2020) Five articles were published in 2020, focusing on the themes of the role of social media in cultural heritage conservation (AYDOĞDU, 2020), the role played by social networks for cultural heritage museums (Myna et al, 2020), social media for cultural heritage communication (Dá vila et al, 2020;Hoeven, 2020;Kidd et al,).…”

“…One is in the United Arab Emirates (Aldhanhani & Zainudin, 2022). One theme is in Cuba (Dá vila et al, 2020). Three are in the UK (Hoeven, 2020;Kidd et al, 2022;Verboord & Nørgaard, 2021) Examining the research topic from the perspective of the country's geography, Europe and Asia pay more attention to this topic, with Korea, Italy, and the United Kingdom being the most prominent ones.…”

“…One study was based on school education and focused on targeting the importance of social media in the cultural heritage education industry and exploring related curriculum models (Benedetti et al, 2021); the other study broke away from the limitations of school education and defined the education target as a youth to explore a new model of cultural heritage education (Gao & Lee, 2022).2 Two articles use social media to change users' views and perceptions of cultural heritage (Roszczyńska-Kurasińska, 2021;Hoeven, 2020). nine articles create cultural heritage communities through social media and explore the importance of communities for the dissemination and development of cultural heritage (Kelpšienė, 2021;Monti et al, 2018;Kamba & Buba, 2022;Su et al,2019;Lopez et al,2019;Farahani et al, 2018;Dá vila et al, 2020;Grimaldi et al, 2020;Longhi-Heredia, 2022;Kidd et al, 2022;Verboord & Nørgaard, 2021). three studies focus on the digitization of cultural heritage, attempting to expand the forms of cultural heritage, better integrate it with public life, and increase public participation (Kim et al, 2019;Varriale et al, 2021;Cui et al al., 2021).…”

Tourism Advertising in Times of Crisis: The Case of Spain and COVID-19

“…Tourism advertising has collected, for decades, the social, political, and economic reality of tourist destinations and allows, insofar as it is part of persuasive communication (Marín et al 2021;Sanz-Marcos 2020), to build a brand image (a "country brand" or a "city brand" or "citybranding") for these destinations with the ulterior objective of introducing that tourist image in the mind of the tourist, as a potential and real consumer, achieving not only the visit and the desired behavior, but also that it is repeated (He and Luo 2020;Dávila-Lorenzo and Saladrigas-Medina 2020;Hernández 2019). Until the declaration, on 11 March, by the World Health Organization of the global pandemic caused by COVID-19, the main barrier that tourism advertising had to overcome was the difficulty to differentiate itself in a crowded market (on a world level, but also locally), trying to maintain a difficult balance between the homogenization of the offer and its diversification and specialization (Arana et al 2020), considering the susceptibility of the sector to any event, of any kind (Xin et al 2019).…”