2 reading minutes

How can a cultural institution truly connect with its audiences? That question opened the recent FC graduate meeting of undergraduate and postgraduate students of the Faculty of Communication (FC) Universidad Austral, where we explore challenges and new perspectives on communication in the field of art and culture.

This reunion space brought together professionals who currently work in the sector, to think together about how we manage institutions that no longer just inform, but also excite, inspire and build community.

The meeting included the participation of Professor host Damian Fernandez Pedemontethe dean Marcela Pizarro; and the graduate Guadalupe Requena, who shared her experience in communication management and institutional development at MALBA.

In addition, we share the vision of graduates from different cohorts who now work in areas related to art, culture and communication, in an interesting dialogue between the public, private and academic spheres.

We take away three key points to continue thinking about the communication of culture:

• El affective shift, which focuses on building genuine emotional bonds with audiences, understanding that cultural institutions are alive and their effectiveness depends on their ability to generate meaningful experiences.
• The need for humanizing the virtual, going beyond simple digitization to ensure that the virtual museum or cultural space retains warmth and closeness.
• And the writing framework, which projects the institutional identity and purpose with a language that conveys its essence.

This was the second of four FC alumni gatherings, organized by professional area. If you're an FC graduate and would like to participate in the next one, find out more at: https://www.austral.edu.ar/comunicacion/graduados-fc/