Dr Marta Herrero

Lecturer in Business of the Creative and Cultural Industries
Department of Theatre, Film, Television and Interactive Media
University of York

Marta Herrero is Lecturer in Business of the Creative and Cultural Industries at the University of York’s Theatre, Film, Television, and Interactive Media department. Her background is inter-disciplinary, working across sociology, management and organisational studies, and art history.

After completing a PhD in the sociology of modern art collections at the University of Dublin, Trinity College, Marta gained a post-doctoral fellowship from the Irish Research Council. Since then she has held academic posts at the University of Plymouth, and The University of Sheffield, Management School.

Marta is the lead of DC-Labs funded project, Fundraising with Immersive Storytelling (FIST) in a collaboration with the Council for British Archaeology (CBA). She is working with colleagues in TFTI, Jon Hook and Guy Schofield, and with post-doctoral researcher Tobias Palma State to implement VR technology as a tool to support CBA’s digital fundraising and public engagement. The project also evaluates the ways in which VR can stimulate feelings of empathy, connection, and generosity towards the CBA’s non-profit mission and values. 

Marta’s research continues to explore the  implementation of VR technology in supporting non-profit fundraising, public engagement, marketing, and communications.

She is currently developing an inter-disciplinary research project on the use of VR in non-profit exhibitions and museum collections.