Communication strategies of cultural institutions and cultural practices of elderly audiences

[T. S. Koneska Vasilevska]

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Biografija autora: list 324. Bibliografija: listovi 271-300.

Audience studies

The subject of this comparative research is the communication strategies of national cultural institutions towards elderly audiences in North Macedonia, Serbia, and Bulgaria (more specifically, in the capitals of the three countries as their most prominent socio-cultural representatives) and the attitudes, practices, and needs of elderly audiences regarding cultural offerings, communication, and cultural engagement. Interviews and an online survey were employed as methodological techniques for data collection on a convenience sample of 20 national cultural institutions and 83 elderly respondents from the mentioned countries. In general, the results indicate that the majority of national cultural institutions in all three countries do not develop systemic and systematic cultural and communication strategies specifically targeted at elderly audiences. At the same time, the online survey of elderly audiences reveals divided opinions: while some respondents do not perceive the need for a specialized approach, the majority believe that more direct communication and more personalized cultural and artistic programs would significantly enhance their participation in socio-cultural life. Regarding communication channels and media, elderly audiences primarily use television as their main source of information, although a significant proportion also use the internet and social networks. However, national cultural institutions tend to perceive elderly audiences as insufficiently digitally literate, which is not entirely consistent with the collected data. Most respondents reported daily use of digital devices, although not always for discovering cultural offerings. This highlights the need for clearer and more tailored communication strategies, as well as educational initiatives that connect older adults’ (digital) habits with cultural content. Similarities between the three countries are more pronounced than their differences. The limitations of this research mainly relate to the limited sample size of elderly respondents, which does not allow for broad generalizations; therefore, results should be interpreted with caution and within context. Nevertheless, this research provides a solid foundation for future, more representative studies in terms of sampling, as well as guidelines for developing communication strategies and communication-cultural practices that fully and adequately engage all age groups in the socio-cultural life of a community.

komunikacione strategije, nacionalne institucije kulture, kulturno angažovanje, komunikacija i interakcija, kulturne prakse, starija publika, digitalna kultura, Severna Makedonija, Srbija, Bugarska

communication strategies, national cultural institutions, cultural engagement, communication and interaction, cultural practices, elderly audiences, digital culture, North Macedonia, Serbia, Bulgaria

316.77:004.738.5(043.3)

S 265

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