Forms of Advertising and PR Communication of Contemporary Cultural Institutions: The Ex-perience of the National Museum of Lithuania
Abstract
The purpose of the study is to substantiate the theoretical and methodological foundations for transforming advertising and public relations communications of contemporary cultural institutions within a semiotic framework and, based on the case of the National Museum of Lithuania, to identify effective communication forms.
Research methodology. The study is grounded in a systemic approach and employs semiotic analysis, case study, observation, and descriptive methods.
Results. Cultural institutions are conceptualized as communicative platforms operating within specific semiotic spaces. The reasons for the disengagement of passive audience segments are explained from a semiotic perspective. A three-level model for modernizing advertising and PR communications is proposed, encompassing: (1) encoding/decoding of cultural signs and symbols, (2) their transmission, and (3) their interpretation. The experience of the National Museum of Lithuania, particularly the «House of Histories», demonstrates how the transformation of semiotic tools and the use of contemporary technologies can turn passive observers into active co-creators of cultural meanings while preserving authenticity.
Novelty. The study substantiates a semiotic approach to transforming advertising and PR communications and develops a three-level modernization model aimed at enhancing accessibility, expanding access to cultural symbols, and personalizing interpretation.
Practical significance. The results may serve as a roadmap for improving communication strategies of cultural institutions, particularly in Ukraine, in the context of digitalization and societal change, and can be applied in professional practice and education in advertising and public relations.
Key words: advertising, public relations, semiotics of culture, communicative platform, museum communication, audience in communication.
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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2026.1(65).13
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