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Participative Art Marketing Communication and Creativity of User-generated Content

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Fichnová K., Spálová L.
Central European Journal of Communication
|
2023
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vol. 16
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issue 1(33)
117-132
EN
This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art available to the museum. We used a modified method of evaluating creativity developed by Smith et. al. (2007). We used correlation analysis to analyze our data. The findings show that creativity is an important factor in the design of the communication strategy rather than in the success of specific UGC products.
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The Cosplay Phenomenon in Intentions of Art Marketing

75%
Hodinková D., Púchovská O., Račkovičová L.
Acta Ludologica
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2021
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vol. 4
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issue 2
78-95
EN
Since the 1980s, the cosplay phenomenon has become a significant aspect of popular culture mainly in Japan, but also in other parts of Asia and in the Western world as well. Nowadays, cosplay events are the most common feature of various fan conventions and there are also dedicated conventions, such as local and international competitions. Websites, social networks, and other forms of social media centred on cosplay activities are just as popular places for the presentation of cosplayers work, and also for cosplay fan conventions. We encounter the definition of this phenomenon mainly in sociological studies, but in its definition from a marketing point of view, and also in term of art studies is less frequent in an academic environment. In the presented study, we look at the cosplayer as an artist with the possibility to become a brand. Cooperation with cosplayers is attractive for different categories of products, not only directly connected with popular culture, e.g., cooperation with bank institutions. On the other hand, it is really necessary to underline the connection with products and texts of popular culture. In the case of self-promotion of cosplayers, games, movies and other pop-culture festivals and events take really important place. This study aims to present a theoretical reflection of the cosplay phenomenon from the perspective of art marketing, as a potential basis for the further research in this area. The situation is illustrated by practical examples.
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