Museums, Covid‐19 and the pivot to social media

Dados Bibliográficos

ID21309802
AutoresJamie Larkin (0000-0002-1085-1533, Chapman University Orange California USA, autor correspondente), Andrea Ballatore (0000-0003-3477-7654, King's College London London UK), Ekaterina Mityurova (Independent Researcher London UK)
Ano2023
Volume66
Fascículo4
Páginas629-646
Data de publicação2023-10-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoCurator The Museum Journal (JOURNAL)
Identificadores do periódicoISSN: 0011-3069 • E-ISSN: 2151-6952
EditoraWiley (PUBLISHER • GB)
DOI10.1111/cura.12558
OpenAlexW4385661327
IdiomaEN
Citações recebidas8
Referências citadas20

This paper examines social media activity by UK museums during the COVID‐19 pandemic. There is a general perception that as museums closed their doors for extended periods, their digital presence increased to maintain connections with their audiences. However, much of the research conducted in this area is based on small‐scale studies and examples of best practice from large, well‐resourced museums. By contrast, this study utilizes a comprehensive database of over 3300 active UK museums to understand the use of Facebook and Twitter across the sector. Specifically, the paper examines the frequency with which museums posted to these digital platforms as they attempted to engage with their audiences. Our findings indicate that there was no substantial increase in social media use and activity across the UK museum sector during the COVID‐19 pandemic. This research has implications for museologists studying the impact of the pandemic on museums' digital activity, for museum social media professionals, and policymakers responsible for museum digital transformation strategies

2019-20 coronavirus outbreak · Advertising · Best practice · Business · Cartography · Coronavirus disease 2019 (COVID-19) · Digital media · Digital transformation · Doors · Geography · Media studies · Pandemic · Perception · Political science · Public relations · Scale (ratio) · Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) · Social media · Sociology · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Engineering · Museums and Cultural Heritage · Psychology