Dr Natalia Grincheva

Natalia Grincheva

Dr Natalia Grincheva is a an internationally recognized scholar in cultural and digital diplomacy, soft power and contemporary museology. The author of “Global Trends in Museum Diplomacy,” she also has published more than 30 research articles, book chapters and reports in prominent academic outlets. Dr Grincheva is a conceptual designer of the digital mapping system Museum Soft Power Map and a lead CI of the project ACMI on the Global Map.

The project employed Geographical Information Technologies to develop a pilot version of the digital mapping system "Museum Soft Power Map". This system offers a new computation research method to explore contemporary museums and geography of their influence. It geo-visualises museum "soft power," defined as an institutional ability to mobilise global public, generate economic activity and attract international investments.

The project brought together academics and 16 graduate students from the School of Culture and Communication at the University of Melbourne to collaborate with cultural professionals from the Australian Centre for the Moving Image (ACMI). It successfully trailed a pilot version of the digital geo-visualisation system “Museum Soft Power Map” that will be further developed in collaboration with major museums around the world.