Coping with the present crisis: the perception of online communication in the case of cultural brands

• Published in: Hermeneia (Iași.) 2021-01 (27), p.308-319
• Main Author: Grădinaru, Camelia
• Format: Article
• Language: English
• Subjects: Communication; Conferences; Coronaviruses; COVID-19; Disease transmission; Festivals; Medical research; Music; Musicians & conductors; Pandemics; Qualitative research; Severe acute respiratory syndrome coronavirus 2; Social networks
• ISSN: 1453-9047; 2069-8291

A very interesting finding, somehow counter-intuitive, is the preference of consumers regarding the channels of communications used by brands to communicate virus-related information. [...]social media are not the favorite platforms of communication for these issues, but traditional media are (at least for the last year). In this respect, changing the communication practices in relation to the pandemic is one strategy that brand managers do, and the cultural sector do not represent an exception. [...]when we investigate how the pandemic shapes cultural brands, we could notice a "research gap", especially for classical music concerts and theater spectacles (Krajnović, Vrdoljak Raguž, and Perković 2021). [...]by choosing Facebook, it is obvious that the study is referring to Romanian people that read and comment the things related to the intersection between festival and pandemic. [...]this year most participants to the concerts were from Romania, the number of foreign participants being very low compared to previous editions. Regarding the way of communicating, I noticed two main strategies: a) the presentation of sanitary norms or the call to respect them in an integrated manner, with other data concerning the event and b) the publishing of the posts that contain only health measures. a) 5 messages published by the organizers contain mixed information about the event, specific concerts and sanitary rules. Since the press conference for the official opening of the festival (August 27), these rules were presented by Oana Marinescu, Communication Director.