Evaluating and Reducing the Discursive Gap between Cultural Organizations and Audiences According to Brain Lateralization

Brain lateralization is an interdisciplinary topic and is used in this article to examine the strategic gap between cultural organizations and audiences. The research question is: what is relationship between brain lateralization and the management of cultural organizations? How is the discursive gap between organizations and audiences obtained? And how can this gap be managed to create greater understanding? This is a descriptive/combined study carried out in a credible cultural research institute. In this study, the type and degree of brain lateralization within and outside the organization’s environment (audiences and the organization human resources) are assessed, and the difference between the degree of brain lateralization in the organization and audiences is obtained through comparing the means. Then, a model for discursive gap is designed and the process of understanding creation and management is proposed. According to the study findings, the organization’s external and internal environments have higher right-brain and higher left-brain characteristics, respectively. In this regard, the organization’s management should use a planning strategy within the organization and a task-oriented strategy in its environment. Within the organization, the management should try to attract creative people and to increase the level of creativity by using encouragement and punishment methods and collaborative management practices. Regarding the environment and in order to fill the gap, the management should separate the audiences in the left-brained and right-brained groups based on age and educational needs and predict and plan for suitable products, and finally fill the remaining gap with advertising and appropriate mutual methods.