Digital Engagement Strategies of State-Run Museums in Marrakech: A Social Media Content Analysis for Audience Development

Omar Idtnaine
Additional contact information
Omar Idtnaine: National Museums Foundation

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 2606-2615

Abstract: This study examines the growing adoption and impact of digital communication strategies in public museums in Marrakech, at a time when cultural institutions are adapting to new digital demands. It explores how these museums leverage digital platforms not only to promote their collections and events but also to enhance their educational and cultural mission for diverse audiences. Central to this inquiry is a key question: How can digital communication effectively support the promotion of cultural heritage while meeting audience expectations? The methodology combines a qualitative analysis of digital communication strategies implemented by Marrakech’s public museums with specific case studies and semi-structured interviews with institutional leaders. This approach helps identify the challenges faced, successes achieved, and potential improvements in digital communication within a specific cultural and heritage context. Our research was guided by the following questions: What key digital strategies are employed by Marrakech’s public museums? What impact do these strategies have on public engagement and the perception of cultural heritage? What specific challenges arise in adopting and optimizing digital technologies for showcasing collections? Marrakech provides a rich setting for this study due to its vibrant cultural heritage and international appeal. Public museums in the city—such as those under the National Museums Foundation (Fondation Nationale des Musées, FNM) or the Ministry of Endowments and Islamic Affairs—play a crucial role in preserving and promoting this heritage while navigating the complexities of digital modernization. This research aims to shed light on strategies for effective and authentic digital communication in the Moroccan museum landscape.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-5/2606-2615.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... udience-development/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-5:p:2606-2615

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().