Developing Digital Methods to Map Museum ‘Soft Power’


Developing Digital Methods to Map Museum ‘Soft Power’

In this seminar, Natalia Grincheva asks: What is museum ‘soft power’? Why do museums in the 21st century transform from sites of branded experience to places of soft power? Could we measure ‘soft power’ and could it be meaningfully visualised?

The seminar will address these questions by presenting the project Deep Mapping: Harnessing Museum ‘Soft power’, which received the 2017 Museum Computer Network Award for developing innovative solutions to enhance museum transparency and strengthen proactive management in global PR.

The project aims to employ geographic information technologies to develop a digital tool to visualise time-space development of museum 'soft power', defined as an institutional ability to attract large and diverse audiences and generate economic capital. The seminar will introduce a pilot case study, developed in cooperation with the Australian Centre for the Moving Image, and will demonstrate a prototype of the digital 3D modelling mapping software.


  • Dr Natalia  Grincheva
    Dr Natalia Grincheva , The Research Unit in Public Cultures