Authors: Theodoros Lytras

Title: The Benaki Museum as a Case of Communication in Cultural Action.

Abstract

In the present study, three communication actions of the Benaki Museum are examined, analyzed and evaluated on the grounds of specific theories and models of communication. Firstly, the definition of communication is presented through the lens of contemporary theories. This is followed by an examination of the Benaki Museum and an analysis of the rationale of opting for it as a cultural organization to be studied with respect to its communication actions. The next section of the study presents the three theoretical models of communication , namely the linear, the cybernetic and the systemic as well as the semiotic school. Finally, three communication actions of this organization are discussed: the interactional games, the creation of a Facebook account and the educational programmes for school groups.

The conclusion defines with clarity the aim and final goal of this study which is to support the need of developing and fostering communication actions led by cultural organizations . Emphasis is placed not only upon the well-structured planning of communication strategies, but also on the necessity of the organizations’ adaptation to the new era of the Information and Knowledge Society and the economic crisis.