Abstract

For historical and legislative reasons, in Italy communication for arts and culture is largely conducted by central and local institutions, with informational and promotional goals. Despite the many limits deriving from a constant lack of financial and organisational resources, this is acknowledge as a relevant sector for the nation, given its positive influence on economy and employment, presently not fully exploited. The role of culture as enhancement for social development, with both entertaining and educational functions, proves that public resources are still necessary to grant the continuity of our common identity, strictly linked with territory and society, though a more structured co-operation with private actors is generally welcomed. This article aims at supporting the view that communication plays a strategic role for institutions which try to define a proper way to offer their target audiences cultural products and services.