For citation: Kornilova X.S., Gromova P.S. (2020) Auditorija rossijskih muzeev: harakteristika, tendencii i osobennosti razvitija [Audience of Russian Museums: Characteristics, Trends, and Features of Deveopment]. Mediaskop 1. Available at: http://www.mediascope.ru/2616
DOI: 10.30547/mediascope.1.2020.10
@ Xenia S. Kornilova
PhD in Philology, Researcher at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), k.kornilova84@gmail.com
@ Polina S. Gromova
Undergraduate Student at the Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), pgromova@mail.ru
Abstract
The article presents characteristics and features of the target audience of Russian museums, analyzes the main aspects of working with visitors. In our research, we focus on an integrated approach to the study and analysis of the success of Russian museums to identify trends in the development of museum marketing.
Based on the empirical base, patterns of the influence of various factors on the museum attendance rate are revealed. For the study, the statistical data of the Ministry of Culture for 2018, statistical data on website traffic for the period from April 2018 to April 2019 were used.
In the research, we solve two tasks: the first is to determine with the help of rank correlations which aspects of working with the audience significantly affect museum attendance; the second is to rank the museums by the complex indicators of work with the audience. In the applied methodology, 26 performance indicators were used in 4 aspects. Using real statistics data, a complex indicator of the success of museums' work with the audience has been developed. The results of the rating of Russian museums are presented. The main trends in the development of museum marketing in Russia are indicated.
Keywords: Audience, cultural marketing, Russian museums, attendance rates, open data.
Notes
Anderson M. (2016) Pokazateli uspeshnoj raboty muzeev izobrazitel'nogo iskusstva [Indicators of Successful Work of Fine Art Museums]. Artgid. Available at: https://artguide.com/posts/988?page=22/
Muzei i galerei. Otkrytye dannye Ministerstva kul'tury [Museums and Galleries. Public Free Data of the Ministry of Culture]. Available at: https://opendata.mkrf.ru/
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