Press Releases – a Discursive Means of Framing Culture. Case study: The National Museum of Art of Romania
Press Releases – a Discursive Means of Framing Culture. Case study: The National Museum of Art of Romania

Summary/Abstract: Museum studies focus on a fourfold perspective: museographical or archaeological approaches, PR approaches, visitor studies approaches or IMC approaches. Starting from the frame theory, our aim is to analyse the discursive means through which the National Museum of Art of Romania (NMAR) frames cultural issues. The empirical data focus on 58 online press releases (2008 – n=26; 2009 – n=32) and they have a twofold objective: on the one hand, to shape an organizational representation of the Romanian social reality in what the (inter)national cultural aspects are concerned; on the other hand, to position the NMAR as a reliable source in what the education of the publics through culture is concerned.

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