PROMOTION OF ART ACCESSIBILITY SERVICE FOR THE PUBLIC ON FACEBOOK. ANALYSIS STRATEGIC COMMUNICATION: CASE STUDY OF 手藝 SHUYI

This research focuses on the cooperation between a Macau-based small and
medium enterprise (SHUYI Sign Language Education Studio), a local theatre group,
and a local political committee. The cooperation aimed to boost public awareness of
sign language education and cultural accessibility through arts-based projects. Drawing
on a communication strategy model suitable for SHUYI and integrating insights from
scholar Carmen Zita Monereo’s research on cooperation between enterprises and
cultural institutions, the partnership utilized Facebook for promotion to establish a
structured communication mechanism with clearly defined roles. Observations of
SHUYI and its partners support the development of a ""Mutually Beneficial Partnership""
model.
The research examines the mutual benefits derived from the collaboration among
the three parties. A mixed-methods approach was employed, incorporating semistructured
interviews and secondary data analysis. The findings demonstrate that
SHUYI achieved measurable success through the implementation of the ""Mutually
Beneficial Partnership"" model on Facebook. Furthermore, the research identifies risks
associated with a constrained market and inconsistent policy or financial support for
joint initiatives.