COMMUNICATION IN THE ERA OF THE CREATIVE INDUSTRY. CULTURAL MAP OF CLUJ-NAPOCA
COMMUNICATION IN THE ERA OF THE CREATIVE INDUSTRY. CULTURAL MAP OF CLUJ-NAPOCA

Summary/Abstract: Why do some cities attract creative industries and others do not? (Florida, 2012, 15). Why talk about creativity in relation to cities? (Landry and Bianchini, 1998, 11). How culture shapes the local growth processes? (Scott, 1997, 324). How cultural products are created, communicated and consumed? (Venkatesh and Meamber, 2006, 9). These are the questions from which we start our cultural journey, case study Cluj-Napoca. The research we are proposing is an incursion into the cultural world, this from the perspective of the communication specialist interested in the ways in which a cultural product is being built and promoted. We have tried to identify the most visible cultural events in Cluj-Napoca and then to make an analysis containing the description of the event: Who? What funding and what strategy are used in promotion? Qualitative research also involved a series of semi-structured interviews. The whole research is part of a comparative analysis conducted at the Cultural PR course at the Department of Communication, PR and Advertising at the Babes-Bolyai University.

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