Purpose

This research responds to a growing interest among cultural organizations regarding how to use emerging digital technologies in the communication of cultural content. The need to investigate various aspects of digital transformation for cultural organizations has been heightened during the coronavirus disease 2019 (COVID-19) pandemic. This paper explores how city cultural organizations can utilize digital stories for impression management to enhance public perceptions of a city. The aim of this study is to understand how end-users are affected by a city cultural digital storytelling information system and the benefits of using such a system.

Design/methodology/approach

An interpretive case study was conducted on a digital storytelling initiative carried out by three cultural organizations in a medium-sized city in Canada. Data collection included 95 interviews with the general public, questionnaires and the gathering of documents.

Findings

Findings suggest that digital storytelling can be a viable tool to share city cultural heritage information and positively affect end-user perceptions of a city. The overall outcome of creating/maintaining a positive favorable impression is shaped through a layered experience of benefits by users. Through digital stories, users are first personally engaged and informed about a city's cultural heritage, and then they are influenced and inspired positively toward the city. Further, factors, such as leisure learning, cultural heritage information and cultural organizations, situate this context of use.

Originality/value

The study sheds light on how the art of storytelling in the digital age can serve as a powerful tool for conveying information effectively and influencing public perceptions. This paper provides a context-specific model to understand the use of digital storytelling by city cultural organizations for the purpose of impression management. Theoretical insights and practical recommendations are provided to explore the utilization of digital storytelling for raising interest and awareness in a city and managing public perceptions.

中文翻译：

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印象管理故事的力量：来自城市文化数字讲故事计划的证据

目的

这项研究回应了文化组织对如何在文化内容传播中使用新兴数字技术日益增长的兴趣。在 2019 年冠状病毒病 (COVID-19) 大流行期间，越来越需要调查文化组织数字化转型的各个方面。本文探讨了城市文化组织如何利用数字故事进行印象管理，以提高公众对城市的认知。本研究的目的是了解最终用户如何受到城市文化数字叙事信息系统的影响以及使用该系统的好处。

设计/方法/方法

对三个文化组织在加拿大一个中等城市开展的数字讲故事计划进行了解释性案例研究。数据收集包括对公众的 95 次访谈、问卷调查和文件收集。

发现

调查结果表明，数字叙事可以成为分享城市文化遗产信息的可行工具，并积极影响最终用户对城市的看法。创造/保持积极正面印象的总体结果是通过用户对利益的分层体验来塑造的。通过数字故事，用户首先亲自参与并了解城市的文化遗产，然后他们对这座城市产生积极的影响和启发。此外，休闲学习、文化遗产信息和文化组织等因素构成了这种使用环境。

原创性/价值

该研究阐明了数字时代的讲故事艺术如何成为有效传达信息和影响公众看法的有力工具。本文提供了一个特定于上下文的模型，以了解城市文化组织出于印象管理目的使用数字讲故事的方式。提供了理论见解和实践建议，以探索利用数字讲故事来提高对城市的兴趣和意识并管理公众认知。