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Exploring the relationship between Cultural Capital and Social Networks Sites: managing dynamics and strategies for cultural institutions

par Milano, Carmela
Président du jury Bruneau, Virginie
Promoteur Rothenberger, Sandra
Publication Non publié, 2024-10-14

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Résumé :

This dissertation investigates the intricate relationship between cultural capital and the utilization of Social Network Sites (SNS) by arts and cultural audiences. Focusing on the integration of digital technologies in cultural management, it explores how SNS, firstly with Facebook and then using Twitter, Instagram, YouTube, and LinkedIn, influence and are influenced by the cultural background and patterns of consumption of different audience segments. The research is grounded in the theoretical frameworks of cultural capital (Bourdieu, 1986) and human values (Schwartz et al, 2012), examining how these factors moderate the interactions between audiences and the SNS’ use. Utilizing both qualitative (semi-structured interviews) and quantitative (surveys) methodologies, the research involves three essays revealing significant correlations between SNS usage, audience demographics and psychographics, and human values.The results emphasize the necessity for cultural managers to create audience-segmented platform-specific strategies. In order to ensure that cultural activities remain relevant in the digital era and to increase participation, a customized approach is necessary. Though Facebook is still relevant for audiences with higher cultural capital that are older, more visually oriented, younger people are increasingly using platforms like YouTube and Instagram. Furthermore, TikTok and other developing platforms provide cultural organizations new ways to connect with a variety of audience segments.In conclusion, the dissertation offers suggestions for future study on the changing dynamics between social media use and cultural consumption as well as a discussion of the theoretical and managerial implications of these findings.