Understanding museum social media experiences
Abstract
Social media has become an omnipresent part of everyday communication and museums could not but embrace this communicative form to spread their message. Regardless, current methods to evaluate and assess activity on museum social media based on metrics and analytics provided by the social platforms are unable to capture the context, the specificities and the complexity of how communication unfolds. This dissertation takes a different approach. Repositioning museum social media from a tool or use-oriented frame to a socio-cultural frame, it gives the first word to the people who use (or do not use) these accounts, adopting a user-centered perspective. Employing both museological and communicative perspectives towards the use of social media in museums, drawing on affect theory, and using methods from the tradition of museum visitor and audience studies, it suggests a conceptual framework for the empirical analysis and interpretation of users’ experiences in museum social media, which i ...
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(Release date: 9/2024)
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