Comunicare strategică și participare publică: UVT în ecosistemul digital al capitalei cultural [Articol]

Abstract

This paper examines how the West University of Timișoara (WUT) employed strategic digital communication to foster public participation within the framework of Timișoara 2023 – European Capital of Culture. Drawing on a mixed-methods approach that combines qualitative content analysis with descriptive digital performance indicators, the study explores how communication strategies deployed on Facebook and Instagram contributed to the construction of an active cultural community, particularly among young audiences and Generation Z. The findings indicate that social media functioned not merely as promotional tools, but as relational infrastructures that facilitated engagement, symbolic participation, and institutional legitimacy. Content published after events, interactive campaigns, and the presence of well-known cultural figures proved especially effective in amplifying visibility and participation. The paper highlights the role of universities as strategic cultural actors within competitive digital ecosystems and outlines recommendations for sustainable cultural communication practices.