Arkiven och allmänheten : En undersökning av marknadsföring inom arkivsektorn

Detta är en Master-uppsats från Uppsala universitet/Institutionen för ABM

Sammanfattning: This paper constitutes an investigative analysis of how marketing is utilized in public archives in the municipality of Uppsala. By studying and contrasting two local archives and putting these findings in a wider marketing context this paper hopes to answer several questions about how archives market themselves: How important marketing is considered as an aspect of archival work, How highly marketing is prioritized in regards to archive resources and funding, how traditional and social media impacts the marketing landscape and effort of the archives, what differences in methodology occur between the two archives and what constitutes the basis of these differences, and how the economic terminology of marketing is used in archives as cultural institutions. The conclusion is that marketing is becoming an increasingly important aspect of the archival business model and that several channels for marketing archives, both digital and analogue, are seeing greater utilization. Archives are in the process of departing their role as passive conveyors of information and are adopting models for a significantly more active interactions with the public.

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