Sports, Culture & Event Management PT
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Cultural Management III

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

In Cultural Management III, the approaches, potential and scope of cultural mediation are explained. Students can distinguish between different approaches and illustrate using examples. They acquire the ability to critically compare approaches to cultural mediation and their effect on the public as well as on the cultural organizations themselves. They can differentiate between general marketing and that specific to the demands of the culture sector, and can identify cultural management perspectives on intercultural and social relationships. They know the conceptional meaning of cultural mediation and the discourse of PR and can implement these.

prerequisites and co-requisites

not applicable

course contents

When cultural financing builds on cultural production and the challenges it currently faces, spreading and imparting central culture management activities gives rise to both cultural-sociological demands and the demand for discourse. Since the 1990s, more and more attention has been paid to the different facets of cultural mediation and forming a suitable marketing approach as a result of the following:
• the “economy of attention”, or reaching an audience, is becoming more relevant in the density of cultural activities on offer
• changes in demography result in changes in audience
• technological developments change the behaviors and experiences of culture consumers
• the guidelines for cultural participation publicized by UNESCO and formulated in the cultural policy of the German-speaking world is currently only in the development stage

Cultural mediation established itself in the 1980s in a number of different forms: cultural pedagogy, cultural education, art mediation, participation, intercultural mediation, the usage of culture facilities and audience development. It includes a range of aspects of cultural management theory and practice: from encouraging amateur artists, to interpreting art, to strategic developments towards dissolving the boundaries of art and culture using specific concepts, opening hours and places. Following Carmen Mörsch’ critical typological approaches the different cultural mediation methods and approaches of the culture industry reflect the range of opportunities to further develop the culture industry by including the public and enable institutional processes of change.

Cultural marketing, according to Birgit Mandel, is a part of cultural mediation. This perspective underlines the importance of PR and press strategies for culture organizations, a) to open dialog with the public and b) to enable discourse in relation to artistic concerns. Art and culture trigger emotions with strong ties to a person’s values and symbolic representation, and therefor also to rearrangement and changes in values in relation to representation. This is what makes cultural marketing so unique: it uses classic marketing strategies but must reach far beyond these in order to achieve its aims of making artistic goods more fruitful for cultural processes and creating accessibility for the public.

Cultural tourism, which began to play a key role in cultural management in the 1990s, is seen as belonging to the field of intercultural encounters and, as such, also cultural mediation. Its structure and emphases include:
• selected cultural mediation approaches, the importance of these for creating concepts, as well as the further development of culture organizations, taking audience design into account
• specific cultural marketing and the significance of publicity work which supports discourse, including social media and presswork
• cultural tourism from a cultural management and performance-related perspective
• ‘participation’ as a method

recommended or required reading

Ackermann, Felix (2013): Partizipative Erinnerungsräume. Dialogische Wissensbildung in Museen und Ausstellungen
Bamford, Anne (2006, dt. 2010): Der Wow-Faktor: eine weltweite Analyse der Qualität künstlerischer Bildung, Münster: Waxmann.
Besand, Anja (Hrsg.) (2012): Politik trifft Kunst. Zum Verhältnis von politischer und kultureller Bildung
Ehrmayer, Cornelia (2002): Kulturvermittlung und Partizipation. Bewertung von fünf Kulturvermittlungsprojekten unter dem Aspekt der Partizipation im Auftrag des Bundesministerium für Bildung, Wissenschaft und Kultur, Wien: BMUKK
Früchtl, Josef (2001): Ästhetik der Inszenierung. Dimensionen eines künstlerischen, kulturellen und gesellschaftlichen Phänomens. Suhrkamp.
Hofmann, Anna (2013): Kino erleben und begreifen: Filmanalyse mit Kindern und Jugendlichen. Facultas.
Hoffman, Hilmar (1979): Kultur für alle.
Kawashima, Nobuko (2000): Beyond the Division of Attenders vs. Non-attenders: a study into audience development in policy and practice, University of Warwick.
Klein, Naomi (2005): No Logo! Der Kampf der Global Players um Marktmacht – Ein Spiel mit wenigen Gewinnern und vielen Verlieren.
Mandel, Birgit (2005): Kulturvermittlung – zwischen kultureller Bildung und Kulturmarketing: Eine Profession mit Zukunft. Bielefeld, Transcript
Mandel, Birgit (Hrsg.) (2008): Audience Development, Kulturmanagement, Kulturelle Bildung. Konzeptionen und Handlungsfelder der Kulturvermittlung. Kopaed
Mandel, Birgit (20092): PR für Kunst und Kultur. Transcript.
Mandel, Birgit (2013): Interkulturelles Audience Development. Transcript
Mieke, Bal: Sagen, zeigen, Prahlen
Mörsch, Carmen (2009): Am Kreuzungspunkt von vier Diskursen, in: dies., Kunstvermittlung 2, Berlin/Zürich: diaphanes, S. 9-33.
Muttenthaler, Roswitha / Wonisch, Regina (2006): Gesten des Zeigens. Zur Repräsentation von Gender und Race in Ausstellungen. Transcript.
Gudrun Quenzel (2005): Konstruktionen von Europa. Die europäische Identität und die Kulturpolitik der Europäischen Union, Transcript
Reijndas, Stijn (2011): Places of the imagination: media, tourism, culture, Ashgate
Sandell R: Museums, Equality and Social Justice (2012) Taylor and Francis
Spiller, Ralf (2010): Kultur 2.0: Neue Web-Strategien für das Kulturmanagement im Zeitalter von Social Media.
Steinecke, Albrecht (2007): Kulturtourismus. Markstrukturen, Fallstudien, Perspektiven. Oldenburg Verlag.
Thiem, Marion (1994): Tourismus und kulturelle Identität. Die Bedeutung des Tourismus für die Kultur touristischer Ziel- und Quellgebiete. Bern und Hamburg 1994: Forschungsinstitut für Freizeit und Tourismus der Universität Bern
Wallnöfer, Elsbeth (2011): Geraubte Tradition: Warum die Nazis unsere Kultur verfälscht haben. St. Ulrich.

assessment methods and criteria

reflection work

language of instruction

German

number of ECTS credits allocated

4

planned learning activities and teaching methods

integrated course, case studies, discussion, group work

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Prof. (FH) Dr. Sibylle Moser

year of study

second year of studies

recommended optional program components

not applicable

course unit code

bb.KUM.3

type of course unit

compulsory

mode of delivery

in-class course

work placement(s)

not applicable