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Spanish Archaeological Museums during COVID-19 (2020): An Edu-Communicative Analysis of Their Activity on Twitter through the Sustainable Development Goals

Author

Listed:
  • Pilar Rivero

    (Department of Specific Didactics, Faculty of Education, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain)

  • Iñaki Navarro-Neri

    (Department of Specific Didactics, Faculty of Education, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain)

  • Silvia García-Ceballos

    (Department of Specific Didactics, Faculty of Education, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain)

  • Borja Aso

    (Department of Specific Didactics, Faculty of Education, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain)

Abstract

On 18 March 2020, Spanish museums saw their in-person activities come to a halt. This paradigm shift has raised questions concerning how these institutions reinvented themselves and modified their edu-communicative strategies to promote heritage through active citizen participation. The present study centers on analyzing how the main Spanish archaeological museums and sites ( N = 254) have used Twitter as an edu-communicative tool and analyzes the content of their hashtags through a mixed methodology. The objective is to identify the educational strategies for both transmitting information as well as interacting with users. We did it by observing and analyzing if Spanish archaeological institutions are promoting a type of quality, accessible, and egalitarian education and promoting the creation of cyber communities that ensure the sustainability of heritage through citizen participation. This paper proposes an innovative assessment of communication on Twitter based on the purpose of messages from the viewpoint of heritage education, their r-elational factor, and predominant type of learning. The main findings reveal a significant increase in Twitter activity, both in quantitative and qualitative terms: educational content is gaining primacy over the simple sharing of basic information and promotional content. The networks forge new ways to teach–learn and interact with media and represent a strong channel to promote the sustainability of heritage, its preservation, and appreciation.

Suggested Citation

  • Pilar Rivero & Iñaki Navarro-Neri & Silvia García-Ceballos & Borja Aso, 2020. "Spanish Archaeological Museums during COVID-19 (2020): An Edu-Communicative Analysis of Their Activity on Twitter through the Sustainable Development Goals," Sustainability, MDPI, vol. 12(19), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8224-:d:424245
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    References listed on IDEAS

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    1. Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    2. Dagny Stuedahl & Sarah Lowe, 2014. "Social Media as Resource for Involving Young People in Museum Innovation: A Cultural Studies Approach to Co-Design," International Journal of Sociotechnology and Knowledge Development (IJSKD), IGI Global, vol. 6(3), pages 60-80, July.
    3. Kean Siang Chng & Suresh Narayanan, 2017. "Culture and social identity in preserving cultural heritage: an experimental study," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 44(8), pages 1078-1091, August.
    4. Vasiliki Vrana & Dimitrios Kydros & Evangelos Kehris & Anastasios-Ioannis Theocharidis & George Karavasilis, 2019. "A Network Analysis of Museums on Instagram," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1-10, Springer.
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    1. Ainoa Escribano-Miralles & Francisca-José Serrano-Pastor & Pedro Miralles-Martínez, 2021. "The Use of Activities and Resources in Archaeological Museums for the Teaching of History in Formal Education," Sustainability, MDPI, vol. 13(8), pages 1-32, April.
    2. Silvia García-Ceballos & Pilar Rivero & Sebastián Molina-Puche & Iñaki Navarro-Neri, 2021. "Educommunication and Archaeological Heritage in Italy and Spain: An Analysis of Institutions’ Use of Twitter, Sustainability, and Citizen Participation," Sustainability, MDPI, vol. 13(4), pages 1-25, February.
    3. Mara Cerquetti & Domenico Sardanelli & Concetta Ferrara, 2024. "Measuring museum sustainability within the framework of institutional theory: A dictionary‐based content analysis of French and British National Museums' annual reports," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2260-2276, May.

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