Museums and influencers as cultural entrepreneurs: Digital Communication Strategies
Digital Communication Strategies in the Shaping of Creative and Innovative Cities
DOI:
https://doi.org/10.62161/sauc.v12.6101Keywords:
Museums, Influencers, Cultural entrepreneurship, Digital communication, Social networks, Creative Cities, Corporative communicationAbstract
Digital transformation has encouraged museums to rethink their communication and their relationship with audiences in virtual environments. This study analyses how some of Spain's leading museums use social media such as Instagram and TikTok to boost their visibility, generate engagement and reach diverse audiences, especially young people. The study examines the discursive, visual and narrative strategies present in the posts, as well as the role of influencers as cultural mediators who promote new forms of interaction and co-creation of value. The results show that adapting to the codes of these platforms, the tone used and interaction with users consolidate the social relevance of museums and amplify their role as innovative and accessible spaces. In this way, digital museum communication becomes a strategic element that contributes to the strengthening of creative cities in the 21st century.
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