Isidora Thymi


Social Media a modern information pluralism in the communication actions of cultural organizations.

Isidora Thymi, Laboratory Teaching Staff. Department of Business Administration, University of Peloponnese, GR 241-00 Kalamata, Greece. 00302721045186. This email address is being protected from spambots. You need JavaScript enabled to view it.. 

Communication is the process by which information, meanings, ideas, feelings are transmitted from one person to another.  The relevance of culture to communication stems from their very conceptual conception, since, according to modern perception, communication focuses on the production of meaning, and culture on the system of meaning patterns (concepts - ideas - feelings) that govern a community or individual (Fiske, 1992, p.12)..

Technological evolution, and especially the evolution of technology into technology with social implications and social characteristics, has contributed to the composition of a new field.  Main features are the ability of citizens to participate in the process of collecting, presenting and commenting on information and news.  Clay Shirky in a speech on the TED network mentions that the Internet has brought, among other things, two major revolutions, changing the process of transferring and exchanging information, from "one transmitter, many receivers" to more collective "many transmitters". , and even interconnected, many recipients ”(Tsene, 2012, pp. 12-15).

The digital world and social media have made a real breakthrough in the communication process, their diversity and dominance in our daily lives has changed the way the traditional communication process, now dictates new tactics and actions.

The term social media (or social media) has been referred to as "social networking sites" (Diga & Kelleher, 2009) or a set of information technologies that facilitate interactions and networking (Oestreicher-Singer & Zalmanson, 2013), support a variety of forms. content, such as text, videos, photos, audio, etc . However, there seems to be widespread agreement that Web2.0 technologies have played an important role in the development and adoption of social media.  The term "Web 2.0" refers to the set of technologies and ideologies that enable and facilitate the creation of multimedia content on the Internet (Kaplan & Haenlein, 2010).

The dynamic penetration of social media in the cultural landscape has given new impetus to the communication dimension of cultural organizations.  There is a repetition of information via word comments, pictures and videos as well as the channel where the message is displayed. In this digital environment, there is a two-way communication and interoperability where everyone has the opportunity to participate.

Social media is a source of information for users and is linked to a wide range of positive influences, such as encouraging discussion, feedback, feedback, sharing and dissemination of information by stakeholders.

We now see numerous daily cultural content posts appearing on facebook and twitter, which inform us about the cultural activity of various organizations.  Distributing comments and photos highlights the product and promotes its recognition.  The dynamism, the immediacy, the flexibility of the way of development are the right combination where social media are important communicators.

 Each organization designs different approaches to its audience depending on its identity and the services it offers.  In order to become sustainable and competitive, cultural organizations should offer marketable cultural experiences in order to attract visitors who will in turn bring recognition and revenue to the organization.  Attracting visitors is therefore a priority for any cultural organization. (Badimaroudis, 2011, p.100).

Cultural organizations are leveraging social media to communicate and create new social relationships.  Social media has changed the way people now communicate with one another, the diffuse information in a profile, in one image, is now the "interlocutor".  We distinguish three types of audiences: the audience as the receiver, the audience as the partner and the audience as the customer.  The last category is mainly the communication policy of each organization. (Hill, O 'Sullivan and O' Sullivan, 2011, p. 37).

Social networking platforms come to enhance this factor by invading the cultural landscape through applications such as Facebook, twitter, YouTube, which allow for the creation of a public or semi-public profile where images, announcements, comments, images can be viewed. , video, fueling interest, enhancing organization and audience relationships and attracting new ones.  Other benefits that an organization can have besides enhancing its identity and strengthening its relationships with its 'loyal' audience are the attraction of young audiences - which it seeks - and inexpensive advertising.

Communication tactics as they used to work are now past.  Social media is now becoming increasingly popular in our country as well, highlighting the use of the services and functions that they can offer as a modern communication practice.  The diversity that characterizes them also demonstrates their penetration into our daily lives.  
The process of spreading a promotional message through them is about the communication strategy of each organization.

Utilizing social media as useful communication policy tools, cultural organizations can be led to new communication channels where their main purpose is their social role. Each organization has to study the multiculturalism of its audience and to provide goods and services that are constantly improved, evaluated and refurbished. It is the quality of the services provided that will contribute to its sustainable development (Badimaroudis, 2011, p.115).

Social media has transformed communication into a broad and open platform for collaboration, consultation and action planning, reaching the point where citizens are called netizens instead of citizens Some describe social media as digital cafes, others treat it as an innocent gossip, while for others it is a new power. (

Cultural organizations need to redefine the concept of communication since the benefits of using social media are immediate information activities, the creation of a permanent relationship with their audience and the ability to easily post content that leads to the dissemination of cultural product communication through sharing.

We close with the words of the author Christoforos Kassdagli, who in a few phrases highlights the power of social media in modern communication  «…
The power of a "like" can be as insignificant as the power of a conventional handshake on the road with a distant acquaintance who is unlikely to even bother to meet him again.  Or, again, it may have the power of fluttering a butterfly in Beijing that causes an earthquake in the Amazon and a steep drop in values ​​in the Frankfurt Stock Exchange. Because a humble "like" might create the critical leverage that will lift off  a message and unexpectedly multiply the speed and intensity of its transmission"(


  • Michos, Nikos, Social Media and Cultural Communication. What the power of a like, available on the site
  • Bandimaroudis, Filimon, (2011), Cultural Communication-Organizations, Theories, Media, Athens: Criticism.
  • Social media at the service of the political agenda, available on the site
  • Tsene, Lida, (2012), From the Media Crisis to Social Media, Athens: Aiora.
  • Diga, M., & Kelleher, T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Public Relations Review, 35, 440–442.
  • Fiske, John, (1992), Introduction to Communication, Athens: Communication and Culture.
  • Hill, Liz, O’Sullivan, Catherine, O’Sullivan, Terry, (2011) Creative Arts Marketing (2n edition), NY: Routledge.
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges  and opportunities  of Social Media. Business Horizons,  53(1), 59—68.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
  • Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or Community? A digital business strategy for content providers in the social age. MIS Quarterly, 37(2), 591-616.

Personal Information:

 Name: Isidora Thymi
Address: Spartis 7, Kalamata
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Phone: 2721110031, mob.: 6944375446
Marital status: marriage
Children: one


2018-Master’s Degree (Cultural Organization Management)

2013- Postgraduate student Hellenic Open University (Cultural Organization Management MSc))

1997 – Graduate Department of Business Administration (Local Government)

1992 – Graduate Private School Department of Computers and Typewriter (Corfu Business Studies)

1991 – Graduate High School


10/2019 -Laboratory Teaching Staff in University of Peloponnese.
2005-10/2019 – Laboratory Technical Staff in University of Peloponnese (ex. Technological Educational Institute of Peloponnese) - during these years I was in various departments and participated as a member and sometimes secretary of various committees as well as in ESPA programs.
1997-2005, private sector (administrative and technical support in European Programs ESPA)


Windows, database, internet, typewriter
English FCE
Driving License



Ισιδώρα Θύμη
του Αθανασίου
Δ/νση: Σπάρτης 7, 24100 Καλαμάτα
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.,
Τηλ.: 2721110031, κιν.6944375446
Οικ.Κατάσταση: παντρεμένη
Τέκνα: Ένα (1)


2018 – Μεταπτυχιακό Δίπλωμα Ειδίκευσης στη Διοίκηση και Διαχείριση Πολιτισμικών Μονάδων - ΕΑΠ
1997- Απόφοιτη ΤΕΙ Καλαμάτας, Τμήμα Διοίκησης Μονάδων Τοπικής Αυτοδιοίκησης
1992- Απόφοιτη Σχολής CBS (ιδιωτικά εκπαιδευτήρια Corfu Business Studies) H/Y και τυφλού συστήματος γραφομηχανής)
1991-Απόφοιτη Γενικού Λυκείου


10/2019 έως σήμερα Εργαστηριακό Εκπαιδευτικό Προσωπικό (ΕΔΙΠ) Τμήματος Διοίκησης Επιχειρήσεων και Οργανισμών, Πανεπιστημίου Πελοποννήσου.

2005-10/2019, διορισμένη στο ΤΕΙ Πελοποννήσου, Ειδικό Τεχνικό Εκπαιδευτικό Προσωπικό (ΕΤΕΠ) Τμήματος Διοίκησης Επιχειρήσεων και Οργανισμών Πανεπιστημίου Πελοποννήσου (πρώην ΤΕΙ Πελοποννήσου)

(κατά τα έτη αυτά διετέλεσα σε διάφορα τμήματα και συμμετείχα ως μέλος και ενίοτε γραμματέας διαφόρων επιτροπών καθώς και σε προγράμματα ΕΣΠΑ αποκτώντας μεγάλη εμπειρία στα διοικητικά και τεχνοοικονομικά ζητήματα)

1997-2005, ελεύθερος επαγγελματίας – γραμματειακή, διοικητική και τεχνική υποστήριξη ευρωπαϊκών προγραμμάτων του Ειδικού Λογαριασμού του ΤΕΙ Πελοποννήσου (πρώην ΤΕΙ Καλαμάτας).


Υπολογιστές: Γνώση Windows, βάσεις δεδομένων, Διαδίκτυο .
Τυφλό Σύστημα Δακτυλογράφησης
Ξένες γλώσσες: Αγγλικά (FCE Michigan).
Δίπλωμα οδήγησης αυτοκινήτου.



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