CULTURE DURING PANDEMIC - PROBLEMS AND SOLUTIONS
Autorica: Aleksandra Miszalska
Since the pandemic, we have witnessed more
and more events happening online, as in most of the countries the cultural
institutions are closed, organizations had to change the way of promoting and
broadcasting events. As there are so many of them, institutions needed to use a variety
of marketing tools, tips, and tricks to attract the public. But since the
program and the way that for example, theatres, cinemas keep in touch with the
viewers, there is a need to be more and more inclusive, also use tools and
graphics, slogans that would get to their interests, grab the attention of people.
But what to do to be more inclusive and be socially responsible?
The socially responsible companies and inclusive institutions need to consider the fact that the audience could be diverse, may have different cultural backgrounds, race, speak different languages have unique interests. There is not only the need to focus on the diversity of minorities and include them as the attenders but also to do it properly. Before creating a theatre play, for example, the theatre workers can conduct the research, interview local people about certain minorities, what would they want to see in the culture when it comes to including their group, minority in the cultural program of a certain city. It is wonderful to do research and realize what diverse groups live in a certain city, as it is crucial to get the idea from the people that would be represented, keeping in mind that a certain member of a group does not explain the customs and cultural habits of a whole generation, group of society, etc. It is always great to keep in mind that some barriers exist, for example when it comes to the financial situation of a person, so maybe if we want to include them, it is crucial lowering the prices. Before choosing an event to attend, especially since now most stuff is free and available at your fingertips, it is proper to consider if the event is inclusive and promotes good habits. Some festivals, cultural institutions, etc. even have data about socially responsible practices they introduce. Due to this situation with theatres and culture in general, I am giving some possible solutions; how to help culture and how to promote the culture in these difficult times.
How to help culture when you cannot attend
events and how to expand your knowledge in this topic?
Nowadays, the times are hard and even if we enjoyed attending cultural events in the past, now we may be uncertain as to whether it is safe to visit museums, theatres, etc. And if it is not open, a lot of people miss attending events and having a chance to see something that would expand their cultural knowledge. But when we do not have the opportunity to go to the theatre or the cinema, for example, we can attend online events, that are interesting, and we make sure we are safe when it comes to the possibility of getting the virus. There are many courses online nowadays, where we can even get free certificates and learn about a variety of topics, also about those regarding cultural stuff, business management, tourism, etc. Personally, I recommend the futurelearn.com page, as you can even get a free certificate there. Another possibility of helping culture during this hard time is applying for an internship online and then you would be able to help and know what is going on backstage even if you are in another part of the world than the institution. It also gives you a huge experience. Also, if you are too afraid to participate, you can donate some money to the institution of your choice that can be connected to promoting culture, and make sure you make the right choice by researching the organizations, so you make sure it is a good choice that you make.
How to start promoting culture during pandemic times?
It is important to support culture, especially right now when the situation with the pandemic is getting worse and worse every day and many theatres will bankrupt if there would not be any money, of course here the first source of financial help is the government, but it can have a variety of priorities that do not include the culture of the society. Nevertheless, the events are the only way to make sure people will have cultural experiences. When you organize an event, the crucial part is making sure that people are interested, especially if there is an online event. The dealbreaker here is having an audience and taking care of people who are interested in the event, in this way an organizer can be sure that at least some of the people are going to join. But since there are online events, contact with people, listening to them, being open to ideas and suggestions, keeping in touch is a wonderful idea. You should make sure your event is extraordinary, as now with so many festivals, etc. happening, it is difficult to be original. But it is possible if you would know you have an audience you can reach out to. Using Facebook, live streams online, Instagram, blogs, etc. is a great way to get to the people and to share the idea with them so if they would be interested, there is a huge possibility for success. On Facebook, there is a variety of groups with people interested in certain topics so you can make sure your idea is right and considered appealing to the public.
It is important to support culture in any form, especially in these times when culture is not so visual and we cannot attend cultural events and actively support. Especially now, all cultural institutions have to work on their promotion tules and stay close to their public. All these will eventually pass but right now culture needs our help and support more than ever.
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