Theatre Marketing: Using Websites to Attract Young Target Audience

Classic theatres worldwide are faced with the trend of aging of loyal audiences and general decrease of the audience size. It indicates that attracting young audiences to classic theatre is the key issue of its existence. Since the quality of communication is one of the major elements of marketing efficiency, the aim of this research is to identify Croatian classic theatre website characteristics and usability elements which are connected with website experience of young target audiences. Altogether 7 Croatian national theatres and three commercial theatres’ official websites were tested. The in-depth analysis of websites of sample theatres implies that website content had the most positive perception among respondents. Two other measured constructs – visual attractiveness and visibility of theatre websites have also scored both positive. Finally, the overall perception of sample theatre websites was graded somewhat positive. In terms of strategic implications, this research indicates the underutilized websites potential as an efficient communication tool toward young audiences. They are currently created with the aim to satisfy the need for information, but the expectations of young audiences are higher. Two-way web communication, which makes existing and potential consumers an integral part of theatre product in its widest sense should be implemented

Expectations eclipsed in foreign language education: learners and educators on an ongoing journey / edited by Hülya Görür-Atabaş, Sharon Turner.

Between June 2-4, 2011 Sabancı University School of Languages welcomed colleagues from 21 different countries to a collaborative exploration of the challenging and inspiring journey of learners and educators in the field of language education.\ud \ud The conference provided an opportunity for all stakeholders to share their views on language education. Colleagues met with world-renowned experts and authors in the fields of education and psychology, faculty and administrators from various universities and institutions, teachers from secondary educational backgrounds and higher education, as well as learners whose voices are often not directly shared but usually reported.\ud \ud The conference name, Eclipsing Expectations, was inspired by two natural phenomena, a solar eclipse directly before the conference, and a lunar eclipse, immediately after. Learners and educators were hereby invited to join a journey to observe, learn and exchange ideas in orde

Enhancing Digital Promotion of Cultural Attractions: Assessing Websites, Online Marketing Tools and Smart Technologies

Background: Built heritage in developed tourism destinations presents a resource of attractiveness, and its presentation through digital technology impacts the perception of culture. Objectives: The paper aims to determine opportunities for further development of digital promotion of cultural attractions by identifying the potential of websites, online marketing tools and smart technologies implemented by tourism attraction decision-makers. Methods/Approach: Qualitative and qualitative research methods were used as longitudinal research and structured interviews with decision-makers of the tourist destination. Results: Positive developments in implementing the digital promotion of cultural heritage during and after the pandemic are evident, but not fast enough considering the accelerated development of new smart technologies. At the same time, decision-makers recognise the importance of the digital promotion of cultural heritage. However, they are still unfamiliar with the possibilities of smart technology to affirm the digital promotion of cultural heritage. Conclusions: The paper points to the conclusion of how the advantages and potentials of developing a smart culture in destinations, recognised as a strategic policy of development, are implemented in the digital marketing of heritage sites

The Use of Soft Power in Digital Public Diplomacy: the Cases of Brazil and India in the EU

The focus of this comparative study is on the use of soft power in the digital‎ public diplomacy of two Global South players, Brazil and India, in EU member‎ states. The main objective of this research is to find out how their embassies‎ use digital diplomacy in communication through their official websites‎ and to identify which soft power resources they dominantly use. Quantitative‎ content analysis and thematic analysis were used to analyze the categories and‎ subcategories on the main menu and special banners on each embassy’s home‎ page, and the associated content. Unlike the Indian embassies, which fully‎ embraced digital diplomacy 2.0, the Brazilian embassies do not utilize the full‎ potential of digital diplomacy and primarily remain reliant on websites only.‎ According to this research, the Brazilian embassies in the EU use film as a‎ dominant soft power resource in their digital diplomacy, while the Indian embassies‎ use yoga as a powerful diplomatic tool. Still, both approaches are not‎ enough to attract European publics. There remains a lot of space for improvement‎ and better usage of soft power resources and digital public diplomacy‎ potentials in communicating the powers of Brazil and India in EU countries.

Od šećerne table do čoCROlade: istraživanje višejezičnog diskursa na omotima hrvatskih prehrambenih proizvoda

The study of linguistic landscape (LL) encompasses the language of public signs, commercial billboards, and other forms of written texts displayed in public (mostly urban) spaces of a particular geographical location. Its dual function, informational and symbolic, provides fertile ground for research into multilingualism, a phenomenon prevalent in today’s society. LL is made up of both large-scale entities such as billboards, and smaller everyday items such as leaflets, posters, and food labels. The aim of this paper is to explore the multilingual discourse on Croatian food labels with a special focus on the advent of words and expressions from the English language. Our quantitative examination of chocolate labels from the 1960s until 2010, presented in the first part of the paper, suggests that the Croatian LL has indeed embraced English (and other languages to some extent) and shifted from primarily monolingual to multilingual practice. Our qualitative analysis of contemporary Croatian chocolate labels in terms of language content relationship and visual arrangement, presented in the second part, indicates a strong English influence on shaping the Croatian LL in the realm of food labelling. It, therefore, confirms the widely held idea that English has become a key component of product marketing.Proučavanje jezičnoga krajobraza obuhvaća jezik znakova javnih ustanova, komercijalnih veleplakata i drugih oblika pisanih tekstova koji su izloženi u javnim (većinom urbanim) prostorima određenog geografskog područja. Njegova dvojna uloga, informativna i simbolička, predstavlja plodno tlo za istraživanje višejezičnosti, sveprisutnog fenomena u današnjem društvu. Jezični krajobraz sastoji se od većih entiteta kao što su veleplakati, ali i manjih, svakodnevnih poput letaka, postera i prehrambenih omota. Cilj je ovoga rada istražiti i opisati višejezični diskurs na omotima hrvatskih prehrambenih proizvoda uz poseban naglasak na pojavu riječi i izraza iz engleskog jezika. Kvantitativno istraživanje čokoladnih omota provedeno za razdoblje od 1960-ih do 2010. godine u prvom dijelu rada pokazuje kako je hrvatski jezični krajobraz usvojio engleski jezik (kao i neke druge jezike do određene mjere) te je od prvenstveno jednojezičnoga postao višejezičan. Kvalitativna analiza suvremenih omota hrvatskih čokolada u drugom dijelu rada provedena na primjeru odnosa jezičnog sadržaja te vizualnih karakteristika omotâ potvrđuje izražen utjecaj engleskog jezika na oblikovanje hrvatskog jezičnog krajobraza u području prehrambenih omota. Time se potvrđuje opće prihvaćena ideja kako je engleski jezik postao ključna sastavnica u oglašavanju proizvoda

English communicative competence and predominant language for online use through smartphones in Croatia as compared to Slovenia

The study explores which languages are predominant in the online use among the targeted participant population in Croatia and Slovenia and examines the association between the partic-ipants’ smartphone online use of English and preferred subtitling mode with their perceived communicative competence in English. The findings indicate that in both nationality groups the use of English prevails in receptive language activities, in particular listening and audio-visual reception, while mother tongues are mainly used for productive and interactive activities. Participants who prefer English when engaging in online informal activities through their smartphones and who use English or no subtitles when watching video content also assess their competence in English to be on higher levels