Negotiating hybridity, inequality, and hyper-visibility: museums and galleries? Social media response to the COVID-19 pandemic

Kidd, Jenny ORCID: https://orcid.org/0000-0003-0188-2140, Nieto Mcavoy, Eva ORCID: https://orcid.org/0000-0003-4442-4887 and Ostrowska, Ania 2024. Negotiating hybridity, inequality, and hyper-visibility: museums and galleries? Social media response to the COVID-19 pandemic. Cultural Trends 33 (1) , pp. 19-36. 10.1080/09548963.2022.2122701

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Abstract

This article examines the impacts of COVID-19 on the digital work of museums and galleries in the UK, 2020–2021. Focusing on social media activity, we explore two questions: (1) How did approaches to, and institutional perceptions of, social media shift during the pandemic? and (2) Looking to the future, what practical and theoretical challenges do social media present for museums and galleries, and what are the related policy implications? The discussion draws on a mixed-methods study including an analysis of 9000 tweets, and reflective semi-structured interviews with 19 digital workers. Our findings can help shape global digital heritage practices as we emerge from the pandemic, enabling more dynamic and meaningful forms of cultural participation, and underpinning more confident and ethical social media trajectories.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Publisher:	Taylor and Francis Group
ISSN:	0954-8963
Funders:	AHRC
Date of First Compliant Deposit:	26 September 2022
Date of Acceptance:	2 September 2022
Last Modified:	19 Feb 2024 13:22
URI:	https://orca.cardiff.ac.uk/id/eprint/152846

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