«Музейная дипломатия» и музейный франчайзинг

Research output


The article reveals the concept of museum franchising as a successful brand strategy of modern world-class cultural institutions arising from development of their fundraising activities and efforts to meet the challenges of globalization. Particular attention is paid to specific features of the innovative approaches to the study of international activities of museums, explained under the concept of soft power museum diplomacy. The research concludes that the emergence of museums' foreign branches and the development of Joseph Nye's “Soft Power” theory contribute to evolution of the concept of museum diplomacy.
Original languageRussian
Title of host publicationМежкультурный диалог в современном мире
Subtitle of host publicationМатериалы VII конференции с международным участием
EditorsВладимир Фокин
Place of PublicationСПб.
ISBN (Electronic)978-5-98620-360-7
Publication statusPublished - 2019
EventМежкультурный диалог в современном мире: VII конференция с международным участием - кафедра международных гуманитарных связей факультета международных отношений СПбГУ, Санкт-Петербург
Duration: 20 Apr 201923 Apr 2019
Conference number: VII


ConferenceМежкультурный диалог в современном мире
CountryRussian Federation

Cite this