DrNatalia Grincheva


Dr Natalia Grincheva

Programme Leader, BA (Hons) Arts Management
Natalia Grincheva
  • PhD in Digital Humanities
  • MA in Arts Management

Dr Natalia Grincheva is an internationally recognised expert in innovative forms and global trends in contemporary museology, digital diplomacy and international cultural relations. She received many prestigious international academic awards, including Fulbright (2007–2009), Quebec Fund (2011–2013), Australian Endeavour (2012–2013) and SOROS research grant (2013–2014).

In 2020 she was awarded a Fellowship for her visiting research residency at the Digital Diplomacy Research Center at the University of Oxford. Her publication profile includes over 30 research articles, book chapters and reports published in prominent academic outlets.

Her most recent publications are two monographs: Museum Diplomacy in the Digital Age (Routledge: 2020) and Global Trends in Museum Diplomacy (Routledge: 2019).

Dr Grincheva's professional engagements include her dedicated work for the International Fund for Cultural Diversity at UNESCO (2011) and International Federation of Coalitions for Cultural Diversity (2011–2015), her research industry placement at ACMI X creative hub at the Australian Center for the Moving Image (2017–2019) as well as service for the international Cultural Research Network (CRN) (2018–2020).

  • Museum Diplomacy in the Digital Age, London: Routledge (2020)
  • Global Trends in Museum Diplomacy, London: Routledge (2019)

Special issues

  • Special issues Grincheva, N. and Kelley, J. R. (Eds.) Non-Western Non-state Diplomacy, The Hague Journal of Diplomacy, 14 (3) (2019)


  • Glocal diplomacy of Louvre Abu Dhabi: Museum diplomacy on the cross-roads of local, national and global ambitions, Museum Management and Curatorship, 35 (1): pp. 89–105. (2020)
  • Grincheva, N. And Kelley, R. Introduction: Non-state Diplomacy from Non-Western Perspectives, The Hague Journal of Diplomacy, 14 (3): pp.199–208. (2019)
  • Beyond ‘State vs Non-state’ Dichotomy: The State Hermitage Museum as a Russian Diplomacy ‘Hybrid, The Hague Journal of Diplomacy, 14 (3): pp.225–249 (2019)
  • The Form and Content of ‘Digital Spatiality’: Mapping Soft Power of DreamWorks Animation in Asia, Asiascape: Digital Asia, 6 (1): pp. 58–83 (2019)
  • Mapping Museum Soft Power: Adding Geo-visualization to the Methodological Framework, Digital Scholarship in the Humanities, 34 (4): pp. 730–751 (2018)
  • The ‘GuggenTube’ Phenomenon: Breaking the Boundaries of a Digital Museum Space, Museum International, 70 (1–2): pp. 166–175 (2018)
  • Sustainable development in cultural projects: Mistakes and challenges, Development in Practice, 26 (2): pp. 236–250 (2016)
  • Grincheva, N. and Lu, J. BRICS Summit diplomacy: Constructing national identities through Russian and Chinese media coverage of the Fifth BRICS Summit in Durban, South Africa, Global Media and Communication Journal, 12 (1): pp.1–23 (2016)
  • The World Beach Project’ Going Viral: Measuring Online Influence (Case study of the Victoria & Albert Online Museum Project), Journal of Creative Communications, 10 (1), pp. 39–55 (2015)
  • Democracy for Export: Museums Connect Program as a Vehicle of American Cultural Diplomacy, Curator, the Museum Journal, 58 (2): pp. 137–149 (2015)
  • BRICS Diplomacy within and beyond Russia: The Fifth BRICS Summit through the Screens of Three Russian Television Channels, The Hague Journal of Diplomacy, 9 (3): pp. 1–32. (2015)
  • Cultural Diplomacy beyond Governmental Control: A Museum Voice in seeding ‘Imperial’ Cosmopolitanism, Political Science Graduate Student Journal, 3: pp. 39–71 (2014)
  • The Online Museum: A ‘Placeless’ Space of the ‘Civic Laboratory’, Museum Anthropology Review, 8 (1): pp. 1-21 (2014)
  • Epistemological Clashes in Digital Preservation: Virtual ‘Hospitals for Objects’ Versus Online ‘Meeting Houses’, The International Journal of Critical Cultural Studies, 12 (2), pp. 13–22 (2014)
  • Scientific Epistemology versus Indigenous Epistemology: Meanings of ‘Place’ and ‘Knowledge’ in the Epistemic Cultures, Logos & Episteme, 4 (2), pp. 145–159 (2013)
  • Cultural Diplomacy 2.0: Challenges and Opportunities in Museum International Practices, Museum and Society, 11 (1), pp. 39–49 (2013)
  • Psychotechnologies of Digital Diplomacy, International Review of Information Ethics, 18, pp. 211–216 (2012)
  • Digital Diplomacy Rhetoric: International Policy Frame Transformations in Diplomatic Discourse (The case study of the UK), Journal of Cultural Management and Policy, 2 (2), pp. 12–30 (2012)
  • How Far Can We Reach? International Audiences in Online Museums Communities, The International Journal of Technology, Knowledge and Society, 7 (4), pp. 29–42 (2012)
  • U.S. Arts and Cultural Diplomacy: Post-Cold War Decline and the Twenty-First Century Debate, The Journal of Arts Management, Law, and Society, 40 (3), pp. 169–183 (2010)

Book chapters

  • Is there a place for a crowdsourcing in multilateral diplomacy? Searching for a new museum definition: ICOM versus the world of museum professional, In Bjola, C. and Zaiotti, D. (Eds.) International Organisations and Digital Diplomacy: Autonomy, Legitimacy and Contestation. Routledge, pp. 74–98 (2020)
  • Museums as Actors of City Diplomacy: From “Hardware” Resources to “Soft” Power Strategies, In: Sevin, E. and Sohaela, A. (Eds.) City Diplomacy: Current Trends and Future Prospects. Palgrave MacMillan, pp. 111–136 (2020)
  • Researching Online Museums: Digital Methods to Study Virtual Visitors, In Levenberg, L., Neilson, T. and Rheams, D. (Eds). Research Methods for the Digital Humanities. Palgrave MacMillan, pp. 103–128 (2018)
  • Global PR that works: The case of the State Hermitage Museum, Saint Petersburg, Russia, In Stevenson, D. (Ed). Managing Organisational Success in the Arts. Routledge, pp. 127–147 (2018)
  • Museum Ethnography in the Digital Age: Ethical Considerations, In Zimmer, M. and Kinder-Kurlandan, K. (Eds). Internet Research Ethics for the Social Age. Peter Lang, pp. 187–194 (2017)
  • Sustainable Fundraising in the 21st Century: Behind the Scenes of the Global Guggenheim Success, In: Jung, Y. and Love, N. (Eds). Systems Thinking in Museums: Theory and Practice. Rowman & Littlefield, pp. 181–190 (2017)
  • Museum dimension of American ‘Soft Power’: Genealogy of cultural diplomacy institutions, In: Chambers, M. (Ed.) "Hearts and Minds": US Cultural Management in Foreign Relations in the 21st Century. Peter Lang, pp. 125–164 (2016)
  • Canada’s Got Treasures! Constructing National Identity through Cultural Participation, In: Austen, S., Bishop, Z., Deventer, K., Lala, R. and Ramos, M. (Eds.) The Cultural Component of Citizenship. Brussels: European House for Culture, pp. 79–99 (2012)

Online book chapters

  • Deep Mapping: Creating a Dynamic Web Application Museum Soft Power Map, In: Jacobs, H. and Fischer, B. Visualizing Objects, Places, and Spaces: A Digital Project Handbook. The MIT Press Online. (2020)
  • Singapore Memory Project: Producing Public Memory through Social Media, In: Gordon, E. and Mihailidis, P. (Eds.) Civic Media Project. The MIT Press Online (2015)
  • Psychopower of Cultural Diplomacy in the Information Age, CPD Perspectives on Public Diplomacy, Los Angeles: Figueroa Press (2013)
Research and Practice
  • Conceptual design of the geo-visualisation system – dynamic web application, Museum Soft Power Map. Software development © Victoria Software (2018)
  • Insights into the Current Practices of ‘Measuring’ Results of Cultural Projects, Montreal: Coalition for Cultural Diversity (2014)
  • Grincheva, N. and Fadily, H. Funding Sources for Cultural Initiatives in ICP countries, Montreal: Coalition for Cultural Diversity (2012)
  • Grincheva, N. and Sogbesan, T. Universal access in 3000 years? The Digital Collections of the State Hermitage Museum, Electronic Visualisation and the Arts, 10, pp. 17–24 (2011)
  • The 'Starfish' of Cultural Diplomacy: Social Media in the Toolbox of Museums, Language of Art and Music International Symposium Proceedings (2011)