Szegő Júlia Sára
Art and Design Management MA
portfolio
A pro fit for non-profit
I was working at a boutique agency when I started my master's studies at MOME. In the first year of the training a fellow student and I were already working on the digital communication of our own first client. In the same year I was awarded the Stefan Lengyel Scholarship of Excellence for the idea of a communications agency whose clients come from the arts and civil sphere exclusively. The two sectors share similar goals: they endeavour to create societal value, therefore their communication style necessitates a completely different approach. Agencies working in the private sector are unable to provide this, partly due to their high prices, partly because of their profit-oriented attitude. Recognising this unique niche, by 2023 we have six clients, including an international architecture firm, a civil society working in child protection, and an animated feature film that has been in the making for seven years. We address a wide spectrum of needs with our value-driven digital communications strategies.
thesis
New ways in a new culture
Value-driven communication on digital platforms
Through the unique, value-driven integration of social media trends artists and cultural organisations may be able to create their own 'language' that matches their brand and scope of activities. Cultural access in the new age of digital culture necessitates new approaches and new tools of communication. But how may we invite the participants of high culture to find complex and creative uses for the constantly evolving toolbox of online communication? To what extent do they capitalise on the value sharing benefits and educational aspect of social media trends? My thesis aims to answer these questions using educational models with theoretical foundations, benchmark analysis, and qualitative research.
