IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i19p8224-d424245.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/19/8224/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/19/8224/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Siyi Wang & Liying Yu & Yuan Rong, 2024. "Measuring museum sustainability in China: a DSR model-driven approach to empower sustainable development goals (SDGs)," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    2. 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.
    3. 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.
    4. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.
    2. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    3. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    4. Chatzigeorgiou, Chryssoula, 2017. "Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece," MPRA Paper 87916, University Library of Munich, Germany.
    5. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    6. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    8. Spyridou, Anastasia, 2019. "Evaluating Factors of Small and Medium Hospitality Enterprises Business Failure: a conceptual approach," MPRA Paper 93997, University Library of Munich, Germany.
    9. Valeri, Marco, 2015. "Networking and cooperation practices in the Italian tourism business," MPRA Paper 77465, University Library of Munich, Germany, revised 28 Apr 2016.
    10. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    11. Athina Nella & Evangelos Christou, 2016. "Extending tourism marketing: Implications for targeting the senior tourists' segment," Post-Print hal-02441474, HAL.
    12. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    13. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    14. Amanatidis, Dimitrios & Mylona, Ifigeneia & Mamalis, Spyridon & Kamenidou, Irene (Eirini), 2020. "Social media for cultural communication: A critical investigation of museums’ Instagram practices," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 38-44.
    15. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
    16. Constantinos Halkiopoulos & Hera Antonopoulou & Dimitrios N. Papadopoulos & Ioanna Giannoukou & Evgenia Gkintoni, 2020. "Online reservation systems in e- Business: Analyzing decision making in e-Tourism," Post-Print hal-02447741, HAL.
    17. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor loyalty: Evidence from mature tourism destinations in Greece," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 11(5), pages 102-120.
    18. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," MPRA Paper 98230, University Library of Munich, Germany.
    19. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    20. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 9-16.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8224-:d:424245. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.