Biography
Holder of several prestigious international academic awards, including Fulbright (2007-2009), Quebec Fund (2011–2013), Australian Endeavour (2012–2013) and SOROS research grant (2013-2014), Grincheva’s traveled around the world to conduct her research on digital museum diplomacy. She is author of an award winning short format book, Psychopower of Cultural Diplomacy in the Information Age, that received the 2013 Digital Humanities Research Award. Currently, she is working on two publication projects contracted by Routledge in 2017. The first book, Branding the Global Guggenheim, will explore franchising museum practices as new avenues for contemporary institutional diplomacy. The second monograph, Museum Diplomacy in the Digital Age, will explore online museum spaces as sites of social activism and digital diplomacy through through several case studies of the largest museums in North America, Europe and Asia-Pacific.
Her current research includes deep mapping and digital visualization of museums’ multiple impacts on their neighbourhoods, cities and societies in a larger global context. The project brings together academics and graduate students from the School of Culture and Communication at the University of Melbourne to collaborate with cultural professionals from the Australian Centre for the Moving Image (ACMI). It aims to trial a pilot version of the digital geo-visualisation system “Museum Soft Power Map” that will be fully developed based on the project’s results and findings. The pilot is a focused single-museum online tool to geo-visualise and assess the ACMI’s “attraction power” in Melbourne and abroad. It received the 2017 Museum Computer Network Award, 2018 Melbourne Engagement Grant and 2018 Award of the International Alliance of Digital Humanities Organizations.