Educational challenges of developing multiple communication competences in the era of convergence. Case study of the Transilvania Creative Camp

Abstract

The purpose of our article is to show, on the basis of theoretical analysis and empirical research, that participating in intercultural educational activities based on the project method can have a beneficial impact on the development of multiple communication competences. This paper combines participant observation with elements of content analysis and presents a case study of a summer school, the Transilvania Creative Camp. The participants’  focus was to create a promotional strategy for the heritage of Lăpuș Land in Northern Transylvania (Romania). It can be noted that whilst implementing the main objectives of the project, specifically the development of marketing communication skills, the participants developed, among others, competences in the field of intercultural, visual and media literacy. This initiative fits perfectly into the needs of contemporary education—it is a response to globalisation processes, shapes awareness of intangible cultural heritage, and promotes sustainable tourism and intercultural understanding.