Analiza impactului social al festivalului Untold asupra rezidenților municipiului Cluj-Napoca

Alina Maria PAVELEA

Abstract


In the last decades events and festivals were used as economic growth tools. Given their economic importance, most of the studies investigating the impact of events and festivals were focused on the economic impact, while the social impact was under little scrutiny. Therefore, this article examines the social impact that the Untold festival, one of the biggest festivals in Romania, had on the host community. In doing so it makes use of the Social Representation Theory, which aims at identifying the perceptions that exist in the community towards the festival and the sociodemographic characteristics of the people having these perceptions. The main conclusion is that there are two groups in the community, one that perceives negatively the festival and one that perceives it positively. However, these groups do not differ based on their sociodemographic characteristics, fact that hampers the task of the municipality to reduce the negative social impact.


Cuvinte cheie


social impact, Social Representation Theory, Untold festival, Cluj-Napoca

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