Holder of several prestigious international academic awards, including Fulbright (2007-2009), Quebec Fund (2011–2013), Australian Endeavour (2012–2013) and SOROS research grant (2013-2014), Dr. Grincheva travelled around the world to conduct research on digital diplomacy. Focusing on new museology and social media technologies, she has successfully implemented several research projects on the “diplomatic” uses of new media by the largest museums in North America, Europe, and Asia-Pacific.
Her research appeared in many prominent international academic journals, including Journal of Creative Communications; Museum International; Curator, The Museum Journal; Hague Journal of Diplomacy; Global Media and Communication Journal; Museum and Society, and others. Among her most influential publications is an award-winning short format book, Psychopower of Cultural Diplomacy in the Information Age, that received 2013 Digital Humanities (DH) Research Award in the category “Best DH short publication.” Currently, she is working on two publication projects contracted by Routledge. The first book, Branding the Global Guggenheim: Cultural Diplomacy in the Neoliberal Age, explores franchising museum practices as new avenues for contemporary institutional diplomacy. The second monograph, Museum Diplomacy in the Digital Age, will contribute to the ‘Museum Meanings’ Routledge series. It will explore online museum spaces as sites of social activism and digital diplomacy through several case studies, including the Virtual Museum of the Pacific, A History of the Wold in 100 Objects, and YouTube Play. Her current research interests include deep mapping and digital visualization of museum multiple impacts upon their neighbourhoods, cities and societies in a larger global context. She has recently successfully competed award-winning research project, Deep Mapping: Creating a Dynamic Web Application Museum "Soft Power" Map. The project employs Geographic Information Technologies to develop a digital mapping research tool which can visualize time-space development of museum “soft power,” defined as an institutional ability to attract large and diverse audiences and generate economic capital. The 3D demo of the soft power map system is available online: http://victoriasoftware.com/demo/
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Natalia Grincheva's selected work
The Form and Content of ‘Digital Spatiality’: Mapping the Soft Power of DreamWorks Animati..
Glocal diplomacy of Louvre Abu Dhabi: museum diplomacy on the cross-roads of local, nation..
Beyond State versus Non-state Dichotomy: The State Hermitage Museum as a Russian Diplomacy..
Displaying the 32 most recent scholarly works by Natalia Grincheva.
The Form and Content of ‘Digital Spatiality’: Mapping the Soft Power of DreamWorks Animation in Asia
Journal article | 2019 | Asiascape: Digital Asia
The article explores a series of blockbuster exhibitions of DreamWorks Animation developed by the Australian Centre of the Moving ..
Beyond State versus Non-state Dichotomy: The State Hermitage Museum as a Russian Diplomacy 'Hybrid'
Journal article | 2019 | The Hague Journal of Diplomacy
The Netherlands. Summary This article explores the overlooked role of museums in the international arena as playing a dual role in..
BRICS summit diplomacy: Constructing national identities through Russian and Chinese media coverage of the fifth BRICS summit in Durban, South Africa
N Grincheva, J Lu
Journal article | 2016 | Global Media and Communication
This study identifies, analyses and compares media content produced by Russian and Chinese TV channels surrounding the events of t..
BRICS diplomacy within and beyond Russia: The fifth BRICS Summit through the screens of three Russian television channels
Journal article | 2015 | The Hague Journal of Diplomacy
This article explores the discourse around the events of the Fifth BRICS Summit, as constructed through Russian media coverage acr..
‘The World Beach Project’ Going Viral: Measuring Online Influence—Case Study of the Victoria and Albert Online Museum Project
Journal article | 2015 | Journal of Creative Communications
This study aims to explore the influence of social media platforms employed by the internationally recognized museum, the Victoria..
Epistemological clashes in digital preservation: Virtual "hospitals for objects" Versus online "meeting houses"
Journal article | 2014 | International Journal of Critical Cultural Studies
Drawing on the Virtual Museum of the Pacific case study, my research explores epistemological differences between Western and Indi..
Universal access in 3000 years? The Digital Collections of the State Hermitage Museum
Conference Proceedings | 2011 | Electronic Visualization and the Arts Online Journal
Educating and engaging museum audiences in contemporary times is becoming even more important, considering the persistent informat..
Displaying the 2 most recent news articles by Natalia Grincheva.
Honours, Awards and Fellowships
Culture And Communication
Culture And Communication
Research Fellow - Digital Studio
Culture And Communication
U40 - Young Experts Capacity Building Programme ‘Cultural Diversity 2030’ | UNESCO
International Council of Museums (ICOM) | UNESCO
PhD in Humanities
MA in Arts Management