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Dr Natalia Grincheva

Visiting Fellow

Please note that Dr Grincheva has temporarily suspended her visit to the department.

Dr Natalia Grincheva is Assistant Professor in the Department of Media at the National Research University 'Higher School of Economics' in Moscow, Russia. She is also an Honorary Research Fellow at the Digital Studio of the University of Melbourne.

She pursues her career in the field of digital humanities focusing on the development of new computational methods to study museums as important players in the creative economy and actors of soft power. Dr Grincheva is also a Lead CI and Conceptual Designer of the award-winning digital mapping system Museum Soft Power Map. She is holder of numerous academic awards and fellowships, including Fulbright (2007–2009), Quebec Fund (2011–2013), Australian Endeavour (2012–2013), SOROS (2013–2014) and others.

She has successfully implemented a number of research projects on new forms of contemporary diplomacy developed by the largest internationally recognized museums in North America, Europe and Asia-Pacific. Her publication profile includes over 30 research articles, book chapters and reports published in prominent academic outlets. The most recent publications are two monographs: Global Trends in Museum Diplomacy (Routledge: 2019) and Museum Diplomacy in the Digital Age (Routledge: 2020).

Research at ODID

The main goal of her visiting research residency is to develop a collaborative research grant application to secure funding for a large-scale research project on developing innovative geo-visualisation tools that can measure and map soft power of museums. These new computational tools will allow key stakeholders to assess, predict and strategically leverage their soft power, the power to engage local communities, generate tourism, attract investments and contribute to the development of international cultural relations. The project will employ geo-visualisation and data-driven approaches to situate, explain and assess the role of museums in the framework of cultural diplomacy and nation branding.

The proposed project draws on the recently completed practice-based project Deep Mapping: Creating a Dynamic Web Application Museum Soft Power Map. It was designed in collaboration with the Australian Centre for the Moving Image (ACMI) and employed geo-visualisation, data mining and digital storytelling to develop a deep mapping application ACMI Soft Power Map (read more and watch a demo video at Pursuit). The proposed residency aims to bring together academics from the Digital Diplomacy Research Group and museum professionals from London to scope out partners and resources for a large-scale research project to develop a prototype mapping solution to measure the soft power of key internationally recognised museums in the UK. This system will offer a platform to map museums’ impacts and supply data than can enhance national branding and strengthen the UK international partnerships and cultural connections. 

Research interests: