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Multimedia in architecture and social communication

Lipowicz-Budzyńska Alina

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

9--21

Purpose: The aim of the study is to determine the role of multimedia technologies used in architecture for socially significant communication. It is important to answer the following question: Can the content and graphic shapes included in the façade be used to shape public awareness and create social identity? One of the objectives is to examine the marketing potential of a message included in an image on a façade, and the possibilities of using it in building a region’s brand. Design/methodology/approach: The examination included 15 buildings in which various multimedia technologies were used with the intention to create a message. Among the solutions applied in these objects are those in which the message is composed directly, by a metaphor, or indirectly in combination with the architectural features. The research material was analysed, and groups of useful subjects were selected for further investigation: - Promotion of a town. - Accentuating the location. - Accentuating the importance of events. - Popularisation of art. - Façade as a display and information channel. Findings: groups of subjects were selected, which might be used in creating social integration and regional marketing. Research limitations/implications: The below research is of preliminary character. In next steps, other aspects could be added, e.g. multimedia technologies, or seeking means of expression, methods of building images. Practical implications: The article presents the possibilities that multimedia systems offer in the area of message creation. It could potentially give direction to decision-makers with regard to their marketing activities, or the efforts to accentuate certain public functions of a town or region. The results of this research may interest investors, architects, and artists. The anticipated effect is that both awareness and the frequency of using multimedia systems will grow. Social implications: The article discusses the questions of the social role of art and façade graphics in architecture. It examines the effects of a message contained in an image on the issues of social identity and developing bonds. Originality/value: The study proves that façade graphics have a substantial impact, and it shows the possibilities of using such graphics in regional marketing; it also mentions their form, scope, and means.

Information and message in architecture as a form of social communication

Lipowicz-Budzyńska Alina

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

433--443

To analyse the role of architecture and faęade graphics in social communication. A few questions need to be answered. Can the message and form of the graphics on a glass faęade be used in shaping social consciousness and creating social identification? One of the aims is to examine the marketing potential of the message in an image on glass, and the potential to use it in building a region’s brand. Design/methodology/approach: The study included 40 buildings in which faęade graphics were used with the aim of conveying a social message. These were examined, and then useful aspects were selected for further analysis, divided into the following categories: demonstration of the city’s pro-environmental policy, demonstration of the city’s pro-innovation policy, historical references, emphasising the importance of local tradition and heritage, emphasising the multicultural nature of the building. The article presents two examples for each of these issues. Findings: Thematic groups of faęade graphics have been established, which may be used for social integration and regional marketing. Research limitations/implications: This is a preliminary study that can subsequently be broadened to include other aspects, such as seeking means of expression or image composition, which are linked to the effectiveness of the message being created. Practical implications: The article shows the opportunities offered by façade graphics in creating social messages; it could provide some direction for decision-makers, investors, architects, and artists. The expected result is a more frequent use of messages in faęade graphics. Social implications: The article discusses the issues of the social role of faęade graphics and art in architecture. It examines the effect of a message contained in an image on the questions of social identification and building connections. Originality/value: The research points to a considerable reach of the impact that faęade graphics can have, and the possibility of using them in regional marketing; it presents their form, scope, and means.