Cultural agenda and digital communication: Facebook, cultural management and urban imaginaries

Abstract

It seeks to understand how digital spaces (Facebook), become new tribunes of cultural organizations, to project a particular city image and how this projection is closely linked to the type of cultural agenda that is proposed to citizens. They are key here, the netnographic tracing and the perspective of virtual ethnography, by means of which it is established in what way the discourses in the network are configured. As a result, it can be observed that, from the agenda and the cultural offer for a city, the image that is offered is progressively transformed. One recreates, on the one hand, an exercise in the projection of urban imaginaries, but, also, an informal educational process is given, while from the organizations it is taught how the city is or should be conceived.

Keywords: Digital communication, cultural agenda, urban imaginaries