My name is Marta Argüelles, and I am determined to develop my professional career in the creative industries. I graduated from college with a Bachelor’s degree in Advertising and Public Relations, and a Master’s degree in Operations and Innovation in Media Management. In fact, my master’s thesis depicts what I entitled ‘The Contemporary Music Experience’ – I am passionate about innovation and disruptive technologies.
Likewise, encountering new cultures, lifestyles and languages has always inspired me to move forward. I am fortunate to have lived in Spain, Scotland and Denmark, where I faced numerous challenges that helped me nurture an open, assertive, cheerful and ambitious personality. Regarding my work experience, it is brief, yet filled with enthusiasm, creative and proactive proposals, as well as both flexible and goal-oriented approaches. I always give my all.
Projects
- Master's projectABSTRACT The aim of this research project is focused on exploring the phenomena of colocation and clustering in the creative industries, particularly with a focus on the atmospheric quality referred to as buzz or noise in a modern mediated media context. This is done through a case study focused on a particular micro-cluster in a greater Copenhagen gaming cluster and the members’ use of Twitter. Through the first interactions with the case organization, a problematic lack of interaction in-between physical floors in the building became apparent, all the while many members were very active on Twitter. This problem led to the following research question: What determines the conditions in which local buzz suffers from the overpowering of global pipelines and how does it affect micro-cluster member’s managerial opportunities for facilitating a beneficial collaborative environment? Theoretically, the study is based on a complexity leadership approach, drawing on the concept of complex adaptive systems in the study of leadership. Several other theoretical concepts supplement this view, including relational coordination by Gittell, knowledge spillovers, and the roles of the manager according to Mintzberg. All these perspectives are then adapted to a theoretical framework consisting of three major themes: The importance of information and knowledge, the importance of relationships, and managerial opportunities for support. According to our research, this is the first time a perspective of complexity leadership theory is applied to a creative industry context, and also the first time these concepts are combined. Methodologically, the study utilizes a mixed-methods approach including both quantitative and qualitative empirical data. Quantitatively, this is done through data collection from Twitter. The data from Twitter is then in turn analyzed via social network analysis to map the network of actors in the complex system; and content analysis to quantify the content of their twitter interactions. This is then supplemented and triangulated by qualitative semi-structured interviews. Through the case study, the theoretical framework is applied to the empirical data by an analysis of the network, the interaction on Twitter, and the statements from the interviewees. The analysis, based on comparing the case to the framework, lays the foundation for recommendations on managerial opportunities for supporting collaboration in the micro-cluster. By conducting the case study, we find that the use of global social media pipelines does not seem to overpower local buzz, but supplements it. Rather the issue seems to be stemming from an environment, which is ineffective in fostering relationships inbetween persons of different companies in the network. Which in turn, does little for enabling local buzz and knowledge spillovers in the local network.
- Master's project ABSTRACT The aim of this research project is to provide design principles to build a platform that allows the translation of a documentary film festival physical experience into a digital experience, by coupling the concept of experience economy with the current digital context, technological and societal trends, but also with value co-creation as an innovative approach. This research is executed through a case study focused on one of the most important documentary festivals in the world, CPH:DOX, based in Copenhagen, Denmark. Among the problems encountered by CPH:DOX was the fact they couldn’t engage people who were not able to physically attend the festival. Moreover, they were missing more interaction with users online. CPH:DOX’s objective was to create a digital universe of the festival. The aforementioned issues led to the following research question: In what way can a documentary film festival translate the physical festival experience into an digital experience? Theoretically, this research begins with the concept of experience, drawing on the experience economy. Afterwards, value co-creation is introduced, as to provide an innovative approach to staging experiences. These theoretical contributions were complemented with technology and society trends, which frame the translation from physical to digital in the framework of this research. The framework concludes with six design principles for building a digital platform particularly for documentary film festivals. Methodologically, this case study is developed throughout a quantitative mono-method research design. The principles provided in the framework were implemented in the prototype of a digital platform, which was assessed in an online questionnaire. The theoretical framework was applied to analyse the results from the survey. Apart from testing the design principles, the concept of experience economy was revised, and a series of tailored-made recommendations were provided to CPH:DOX. These included engagement dimensions and technology features to implement in the platform where the user co-creates his/her unique digital experience.
Work history
PR Account Manager
- Madrid, SpainInternship
Identify and contact target publications and influencers
Develop closer relationships with key contacts
Press clipping
Social Media Manager
Content creation and planning
Events organization
Lifestyle Editor
- Madrid, SpainFreelance
Editing articles for:
www.madriddiferente.com
www.granvidamadrid.com
conninos.madriddiferente.com
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Skills
- Photoshop
- Adobe Premier Pro
- Creative Writing
- Ilustration
- Photography
- Digital PR
- Cultural Journalism
- Account Management
Education
Master of Science in Technology: Operations and Innovation in Media Management
- Copenhagen, Denmark
Master's thesis: The Contemporary Music Experience
This paper reveals there is a strong association between music streaming, music concerts and social media, a relationship that occurs in a peculiar environment, where Reality and Virtuality not only provide value to the music consumer, but also the guideline to reach his transformation into a music fan, and thereafter, the transformation of the (independent) music scene.
Marketing
- Glasgow, United Kingdom
Erasmus studies.
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