Nowe media w strategiach komunikacyjnych polskich muzeów. Od Facebooka do TikToka

Łukasz  Gaweł

Titles

Abstract

New Media in Communication Strategies of Polish Museums. From Facebook to TikTok

The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

JEL: M3

The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

JEL: M3

Keywords

museum management, marketing strategy, social media, relationship building, Audience Development

References

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Skiba A. (2022). „Dla młodych osób TikTok to także medium do wyrażania opinii politycznych”. Polska Agencja Prasowa. https://www.pap.pl/aktualnosci/news%2C1082077%2Cdla-mlodych-osob-tiktok-takze-medium-do-wyrazania-opinii-politycznych.html (dostęp: 15.07.2022).

WirtualneMedia.pl (2021). TikTok zaprasza na „Noc Muzeów” na platformie. https://www.wirtualnemedia.pl/centrum-prasowe/artykul/tiktok-zaprasza-na-noc-muzeow-na-platformie (dostęp: 2.07.2022).

Information

Information: Media Management, 2022, Volume 10, Issue 2, pp. 91 - 102

DOI: https://doi.org/10.4467/23540214ZM.22.007.17164

Article type: Original article

Titles:

Polish:

Nowe media w strategiach komunikacyjnych polskich muzeów. Od Facebooka do TikToka

English:

New Media in Communication Strategies of Polish Museums. From Facebook to TikTok

Authors

Łukasz Gaweł

https://orcid.org/0000-0002-0504-3750

Institute of Culture, Jagiellonian University
ul. prof. Stanisława Łojasiewicza 4, 30-348 Kraków, Poland

Published at: 2022

Article status: Open

Licence: CC BY

Percentage share of authors:

Łukasz Gaweł (Author) - 100%

Article corrections:

-

Publication languages:

Polish

View count: 629

Number of downloads: 390

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