Facebook as a dialogic communication tool at the most visited museums of the world

Social networks have obtained a relevant presence in Communication programs and they are changing the way to disseminate information and engage in dialogue. They permit a more balanced and participatory model of communication between publics and organizations, based in dialogue and conversation, not...

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Bibliographic Details
Published in:El profesional de la informacion 2018-05, Vol.27 (3), p.642
Main Authors: Capriotti, Paul, Losada-Díaz, Jose-Carlos
Format: Article
Language:English
Subjects:
Communication
Museums
Social networks
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Summary:Social networks have obtained a relevant presence in Communication programs and they are changing the way to disseminate information and engage in dialogue. They permit a more balanced and participatory model of communication between publics and organizations, based in dialogue and conversation, not persuasion. The main objective of this paper is to evaluate how museums are using Facebook to interact and engage in dialogue with their publics. This work asks if they are using this platform in order to be recognized as ‘museums 2.0’. Our results illustrate that the museums we studied (the 100 which are most important on the global level) have a very poor activity on Facebook, and they are not using all the opportunities that this social network offers as an interactive and dialogical means of communication.
ISSN:1386-6710
1699-2407
DOI:10.3145/epi.2018.may.17