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

Pilar Rivero, Iñaki Navarro-Neri, Silvia García-Ceballos and Borja Aso
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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

Sustainability, 2020, vol. 12, issue 19, 1-21

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.

Keywords: archaeological museums; cultural heritage; open-air museums; COVID-19; Twitter; hashtag; heritage education; R-factor; edu-communication; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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