Analysis of the digital communication strategies of websites of the most visited museums in Europe
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Abstract
Introduction: The redefinition of museum communication strategies, especially at the digital level, has become an urgent challenge. This study presents descriptive, explanatory, and exploratory research on websites of the 20 most visited museums in Europe. Methodology: Conceiving websites as the nerve center of museums' communication strategy, this study applied an analysis sheet based on six variables and organized around 62 thematic categories. Results: This research highlights the growth of sound content and informative content while detecting a reduced commitment to immersive developments and "augmented" content. Conclusions: There is a tendency towards the mediatization of processes following routines typical of cybermedia.
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