DIGITAL COMMUNICATION IN MUSEUMS: AN ANALYSIS OF THE "MUSEUM WEEK" EVENT

Since 90s, the expansion of ICT in cultural sector boosted an evolution in the approach of exhibition/dissemination of knowledge, and a change in the audience engagement and communication. Social Media enables museum to spread information universally and to convert audiences from inactive spectators into dynamic contributors; to communicate and build new social connections. In particular Twitter is rapidly growing and the analysis of tweets seems to conduce to increasing research activities. This paper focuses on twitter use as a tool of entertainment-dialogue mode in the relationship museum-users. We will analyse the MuseumWeek (MW) event, a worldwide social media cultural event launched on Twitter, and lasting a week.