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The use of the museum as a public relations agency by sponsors: the role of the media
2019
Communication & Society
The economic crisis suffered in Spain in the last ten years has forced management of the country's public museums to look for new sources of funding with which to compensate the reduction of public funding. Business sponsoring has been one of the most intensely studied channels. One of the consequences of the new scenario is the weak bargaining position of museums before sponsors. There are clues that suggest that a new model has arrived in Spain: museums are used as public relations agencies
doi:10.15581/003.32.3.51-66
fatcat:6bvw7rg475ddrjlj7j2abwnxya