Media communication of museums during the pandemic COVID-19: challenges and solutions

For citation: Muronets O., Zabelina Yu. Media communication of museums during the pandemic COVID-19: challenges and solutions // Mediascope. 2023. 1. Available at: http://www.mediascope.ru/2793

© Yulia A. Zabelina

Junior producer at ‘Eksmo’ Publishing (Moscow, Russia),  zabeli-yuliya@yandex.ru

© Olga V. Muronets

PhD in Philology, Senior lecturer at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), muronets@yandex.ru

Abstract

The article  examines the main formats of interaction between museums and the audience in social media during the period of lockdown caused by the COVID-19 pandemic. The article analyzes the experience of Russian museums working with social media, analyzes publications, and identifies the main trends in working with content, indicating their features. The research aims to demonstrate the main trends in the work of museums with social media during the period of distant work and compare them with the trends a year after the end of quarantine. The main statements can be used as a starting point for further theoretical research in the field of advertising and public relations in culture.

Key words: SMM in culture, Russian museums, social media, media communication, lockdown  

Notes

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Kak rasschitat' koeffitsient vovlechennosti v sotsial'nye seti (ER) [How to calculate the social media engagement rate (ER)]. (In Russian). Available at: https://martrending.ru/smm/er-koefficient-vovlechennosti-v-socialnye-seti (accessed: 20.06.2022).

Kak rossiyskie muzei vedut sebya v sotssetyakh [How Russian museums behave in social media]. (In Russian). Available at: https://adindex.ru/publication/analitics/search/2020/10/28/286368.phtml (accessed: 17.11.2020)

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Muzei – 2020 god [Museums - 2020]. Medialogiya. (In Russian). Available at: https://www.mlg.ru/ratings/society/culture/8064/ (accessed: 10.05.2021).

Trendy mediapotrebleniya: internet-SMI stali konkurirovat' s televizionnym praym-taymom [Trends of media consumption: Internet media have been competing with the TV prime time]. (In Russian). Available at: https://www.sostav.ru/publication/trendy-mediapotrebleniya-2020-2021-49371.html (accessed: 15.06.2022).

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