Khalid Chellali
Morocco
Cultural Manager
Literature, Sociology, Cultural Management
Khalid Chellali
Morocco
Cultural Manager
Literature, Sociology, Cultural Management
Student
Master Of Cultural Policy and Cultural Management
2020
THESIS TITLE: Communication Strategies of Cultural Organizations within the Digital Realm: A Case Study of Festivals in Morocco's Oriental Region
Abstract:
This study aims to determine the efficiency of new media use by Moroccan cultural organizations that organize festivals in the Oriental region and define their digital communication strategies. It aims to define the methods and approaches used today for cultural communication, the significance of digital and online tools for strategic communication versus traditional media, significant potential obstacles that may arise, and what can be done to overcome them. This study employed a qualitative methodology to select five different festival organizers within the oriental region of Morocco to respond to these questions. Data was gathered through a structured interview in Arabic that was distributed via Google Form. Using primary data gathered through observation of the festivals' different digital media outlets, a descriptive analysis of the findings was then performed to determine the organizational strengths and shortcomings in their digital communication strategy and provide recommendations based on these results.
The interview data was gathered between June first and June thirtieth of 2022. Overall, it was discovered that festivals utilize digital communication strategies in the oriental region, but that there is still a need for professionalization and targeted organizational development of the issue. Only two of the festivals analyzed out of the five can be considered to have an adequate digital communication strategy, while others still are lacking behind, not utilizing their various digital media outlets to their fullest. It was found that most festivals relatively use digital media & conventional media interchangeably, with digital media being used as it is the cheapest form of marketing and communication and is easily accessible.
The lack of budget and human resources can be considered the missing link for a successful communication strategy within the digital realm for festivals within the oriental region. This study only looked at five festivals within the oriental region of Morocco, but can still be a gateway to many future pieces of research on this issue within the region and even across other regions in Morocco.
This study aims to determine the efficiency of new media use by Moroccan cultural organizations that organize festivals in the Oriental region and define their digital communication strategies. It aims to define the methods and approaches used today for cultural communication, the significance of digital and online tools for strategic communication versus traditional media, significant potential obstacles that may arise, and what can be done to overcome them. This study employed a qualitative methodology to select five different festival organizers within the oriental region of Morocco to respond to these questions. Data was gathered through a structured interview in Arabic that was distributed via Google Form. Using primary data gathered through observation of the festivals' different digital media outlets, a descriptive analysis of the findings was then performed to determine the organizational strengths and shortcomings in their digital communication strategy and provide recommendations based on these results.
The interview data was gathered between June first and June thirtieth of 2022. Overall, it was discovered that festivals utilize digital communication strategies in the oriental region, but that there is still a need for professionalization and targeted organizational development of the issue. Only two of the festivals analyzed out of the five can be considered to have an adequate digital communication strategy, while others still are lacking behind, not utilizing their various digital media outlets to their fullest. It was found that most festivals relatively use digital media & conventional media interchangeably, with digital media being used as it is the cheapest form of marketing and communication and is easily accessible.
The lack of budget and human resources can be considered the missing link for a successful communication strategy within the digital realm for festivals within the oriental region. This study only looked at five festivals within the oriental region of Morocco, but can still be a gateway to many future pieces of research on this issue within the region and even across other regions in Morocco.