Cultural Effects at CERN

This report summarises the results of the impacts of cultural and outreach activities carried out at CERN. This report demonstrates the robustness of findings of previous studies by validating them using additional information and most recently updated data. Specifically, the following communication channels were investigated in details: - YouTube social media platform for videos, - CERN, LHC and related experiments’ websites, - Social media for fast one to many communication (e.g. Facebook, Instagram, Twitter), - Travelling and permanent exhibitions. For each channel, CERN cultural products relating to the LHC/HL-LHC programme were analysed in detail and their economic values were assessed through quantification of the impacts on the user community. Benefits were estimated by applying the “willingness to pay” method of on-site and “virtual” CERN visitors. Findings from this analysis confirm that cultural activities generate significant amounts of positive impacts for individuals. The single largest impact is achieved via videos, as the results of the YouTube platform reveal. This impact is amplified by cross-linking multimedia material on social media and websites. While web-based impacts are generated through large amounts of consumers, exhibitions generate impact by capturing the attention of visitors for longer time periods.