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Title: Comunicación externa de la Compañía Nacional de Danza: temporada 19/20
Author: Triay Sarasa, Maya
Tutor: Herrera Ferrer, Raquel
Keywords: social networks
performing arts
online external communication
digital identity
Issue Date: Jun-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The external communication carried out by a dance company is a fundamental pillar for the development and prosperity of this art. Although dance works mainly with non-verbal communication, it is important to pay attention to the way in which organizations communicate with their audiences. Taking into account the creative and artistic resources of this branch of the performing arts, we can foresee that its communication potential is enormous. In addition, an adequate communication, exploiting digital tools and adapting to new consumer habits, would heighten visibility, increase knowledge and improve appreciation by citizens, a key and urgent task so that dance in Spain can carry out the vital function it has in our society. In this project, the importance of establishing a defined digital identity has been stated, as well as an external communication strategy adapted to Information and Communication Technologies and Social Networks. Firstly, the need for dance companies to communicate correctly with their audiences has been studied. Also, the great influence that the digital phenomenon is having on culture has been analyzed, as well as the importance of constantly adapting to new online media for the performing arts sector. Likewise, the behaviour of the audience on these platforms has been investigated, where dialogue and interaction are essential. Secondly, in the case study, the external digital communication carried out by the Compañía Nacional de Danza has been analyzed, studying its identity on the network, the content and discourse of its communication, and the interaction it carries out with its public. The communication made by the agents of the sector related to this company has also been taken into account. Finally, an improvement proposal based on the analysis of the results has been conceived.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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