La comunicación digital en los museos de moda españoles: análisis de la presencia en las plataformas de social media
[EN] The development of digital communication strategies in museums is no longer an option, but rather an obligation imposed by the audiences themselves. Although, before the pandemic, some museum institutions had begun their foray into social networks such as Facebook, Instagram and, at most, Twitt...
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| Tipo de recurso: | capítulo de libro |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | español |
| OAI Identifier: | oai:riunet.upv.es:10251/189513 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/189513 |
| Access Level: | acceso abierto |
| Palabra clave: | Museos de moda Comunicación digital Redes sociales Museos Fashion museums Digital communication Social networks Museums |
| Sumario: | [EN] The development of digital communication strategies in museums is no longer an option, but rather an obligation imposed by the audiences themselves. Although, before the pandemic, some museum institutions had begun their foray into social networks such as Facebook, Instagram and, at most, Twitter, with the arrival of COVID19, they were pushed to take on the challenge of communicating with greater emphasis on platforms. of social media. Thus, institutions such as the Museo Nacional El Prado took over Tiktok and, through visits to spaces hitherto unknown by users, tours guided by the museum's curators, even live experiences, managed to generate a lot of connection with their audiences, becoming a point of reference for other museums, both in Spain and internationally. But what is happening with fashion museums? How are they communicating? This research work analyses, qualitatively and quantitatively, the different initiatives undertaken by Spanish fashion museums to disseminate and publicize their activities. After a tour of the nine museum institutions dedicated exclusively to clothing, between January and June 2022, it is concluded that these museums have not yet undertaken, in a significant way, digital communication strategies in accordance with the new reality of communication and, therefore, therefore, its impact on audiences remains low. |
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