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De museus a marcas : o papel da comunicação museológica online
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De armazém de coleções a guardião da cultura e da história, o Museu tornou-se um agente educacional e cultural para a sociedade. Com a transformação digital, as instituições culturais redefiniram as suas práticas comunicativas e as suas relações com a comunidade. Vivemos numa sociedade extremamente competitiva e em constante transformação, onde as organizações lutam pela atenção do público, oferecendo experiências incríveis, autênticas e personalizadas, fenómeno que sugere o tema que pretendemos explorar nesta dissertação. Esta dissertação investiga a transformação da museologia, salientando a sua adaptação à era digital, a partir da Nova Museologia e da cultura participativa, que promovem uma comunicação mais aberta e inclusiva através dos websites, das redes sociais e de outras ferramentas digitais, como a realidade virtual. Além disso, discute-se o impacto do marketing no mundo museológico, desde as suas estratégias de branding até ao uso do transmedia storytelling, que permite criar uma ligação emocional com os visitantes e consolidar a identidade de marca do museu. Com base num estudo de caso no Museu Alberto Sampaio, a investigação examina a eficácia das estratégias de comunicação online do museu e a forma como estas influenciam a perceção do público e a experiência dos visitantes.
From a collection warehouse to a guardian of culture and history, the Museum has become an educational and cultural agent for society. With digital transformation, cultural institutions have redefined their communication practices and their relationships with the community. We live in an extremely competitive and constantly changing society, where organizations compete for public’s attention by offering incredible, authentic and personalized experiences, which is the focus of the theme we aspire to explore in this dissertation. This dissertation investigates the transformation of museology, highlighting its adaptation to the digital era, based on the new museology and participatory culture, which promote more open and inclusive communication through websites, social media, and other digital tools, such as virtual reality. Furthermore, it discusses the impact of marketing in the museum world, from branding strategies to the use of transmedia storytelling, which permits an emotional connection with visitors and strengthens the museum’s brand identity. Based on a case study of the Alberto Sampaio Museum, the research examines the effectiveness of museum online communication strategies and how these influence public perception and visitor experience.
From a collection warehouse to a guardian of culture and history, the Museum has become an educational and cultural agent for society. With digital transformation, cultural institutions have redefined their communication practices and their relationships with the community. We live in an extremely competitive and constantly changing society, where organizations compete for public’s attention by offering incredible, authentic and personalized experiences, which is the focus of the theme we aspire to explore in this dissertation. This dissertation investigates the transformation of museology, highlighting its adaptation to the digital era, based on the new museology and participatory culture, which promote more open and inclusive communication through websites, social media, and other digital tools, such as virtual reality. Furthermore, it discusses the impact of marketing in the museum world, from branding strategies to the use of transmedia storytelling, which permits an emotional connection with visitors and strengthens the museum’s brand identity. Based on a case study of the Alberto Sampaio Museum, the research examines the effectiveness of museum online communication strategies and how these influence public perception and visitor experience.
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Museus Comunicação museológica Digital Marketing Público Museums Museum communication Digital Visitors