Communication Management at International Shakespeare Festival Craiova. Cross-cutting perspectives

This analysis aims to describe how the identity of the Craiova International Shakespeare Festival has been built over time. It will trace the communication patterns, the diversification of audience categories and the democratization of the festival's offer, as well as the evolution of communication strategies. An important stage will be the description of the communication barriers that the Festival's communicators have to overcome, as well as the techniques to attract certain influencers to take up and relay the message. The Craiova International Shakespeare Festival is already 30 years old, but its identity is still evolving. The analysis will highlight the stages of identity building as one of the main outcomes of the communication process.