Як «малим містам» реалізувати свій культурний потенціал через ефективну комунікацію?

How Can Small Cities Realise Their Cultural Potential Through Efficient Communication?

With the support of Ukrainian Cultural Fund, NGO Lviv Media Forum had conducted a large-scale study of small cities’ communication strategies.

The aim was to analyse small Ukrainian cities’ cultural and creative potential and ways to realise it.

For 5 months, the project’s analytics and experts have been researching 12 towns in Ukraine: Mariupol, Sloviansk, Oleksandriya, Myrgorod, Shostka, Uman, Berdiansk, Nova Kakhovka, Ostroh, Drogobych, Mukachevo, and Kamianets-Podilskyi.

The experts have conducted

✓ 67 hours of expert interviews with representatives of creative industries, authorities, and local media;

✓ monitoring of cultural-creative content in 36 local newsrooms and local communities in social media;

✓ 56 active citizens of 7 towns that took part in focus groups;

The research resulted in recommendations that facilitate in forming efficient cities’ communication strategies. The research might be a guideline for local communities when developing cultural policy and city brand, says the Ukrainian Cultural Fund CEO Yuliya Fediv.

The research helps

  • develop or improve the strategy and promotion of the city as the one comfortable for living and exciting to visit;
  • learn how to monetise cultural products;
  • decrease the migration to big cities, expand job opportunities for youth, ethnic minorities, women, and marginalised groups in local communities;
  • use traditional advantages such as cultural and historical heritage, geography, infrastructure, human resources while developing a city;

The research was conducted by:

Igor Balynskyy — head of the project research group; media expert, media researcher, coordinator in analytical centre of communication research “Networks”;

Iryna Starovoit — project expert; cultural studies researchers, literary critic; Candidate of Philological Sciences, associate professor of UCU Cultural Studies; PEN Ukraine member.

Oksana Dashchakivska — project expert; leadership and community development researcher; Candidate of Political Science, professor of UCU Department of Political Science; head of the IRF regional office in Western Ukraine.

Iryna Magdysh — project expert; cultural manager, editor, art critic; interpreter, and cultural projects manager.

Zoya Krasovska — head of project monitor group; media expert; Lviv Media Forum media researcher; author of NGO «Detector media» TV news reviews.

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