КОМУНІКАЦІЙНА СКЛАДОВА ОРГАНІЗАЦІЇ ТА ПРОВЕДЕННЯ МИСТЕЦЬКИХ ІВЕНТІВ
COMMUNICATION COMPONENT OF ORGANIZATION ART EVENTS

Summary/Abstract: The purpose of the work is to investigate the communication component of the organization and holding of art events. The research methodology involves the use of the analytical method, the method of synthesis, comparative and systemic methods, which were used in the study of communicative support of event events of artistic direction. The scientific novelty of the study is that the availability of a significant number of innovative ideas lead to the fact that the public perceives communication messages selectively. Given this, the choice of communication channels and the nature of the actual communications have a significant impact on the promotion of artistic events. A portfolio of integrated communication tools is proposed, which includes: a set of corporate events; B2B (business for business); a set of special events; a set of shock promotion tools; a set of tools for game promotion. Spiral dynamics (K. Graves' theory) was used for the first time, which is an effective approach to communication, given that this theory is based on differentiated paradigms of thinking, respectively, can be applied to different audiences. Conclusions. As a result, the study found that understanding the main features of the target audience is the initial stage in the process of understanding the communication problems, their inherent limitations, as well as a motivator for further development of events. In our opinion, the value approach to the process of public segmentation, which is based on the theory of spiral dynamics, allows to expand the worldview on the issue of ensuring high efficiency of communication tools for artistic events.

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