Use of Instagram as a tool for dissemination and cultural participation: analysis of publications from the Museo Nacional del Prado, Louvre Museum, and National Gallery of London

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15567

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Published: Jan 7, 2026
Issue: Vol. 19 No. 1 (2026): La comunicación como fundamento de la transparencia en los museos
Section Estudios (Studies)


Keywords: museums Instagram digital communication social media participatory culture

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Authors

  Jordi Serra Simón
Universitat de Girona
  Oliver Carrero Márquez
Universidad Complutense de Madrid
  Álvaro López Vicente
Universidad Villanueva

Abstract

In the context of participatory culture, Instagram has become established as a strategic tool for museums in their adaptation to the digital environment. This study analyzes the publications of the official Instagram profiles of the Museo Nacional del Prado, the Louvre Museum, and the National Gallery of London during 2024, in order to identify their communication strategies and evaluate the degree of interaction with their audiences. Methodologically, a mixed approach was used, with a quantitative and qualitative content analysis on a corpus of 856 publications, considering aspects such as format, sound effects, collaborations and institutional presence. The results show a clear orientation towards visual storytelling, community participation and the use of contemporary cultural references. Convergent patterns are detected, such as the integration of events, the use of internal staff as mediators, and collaboration with content creators and external institutions. The discussion shows that these museums not only use Instagram as promotional channel, but also as a space of active culture mediation. It is concluded that a strategic management of social media, based on narrative personalization and editorial planning, is essential to reinforce the cultural relevance of museums and connect with new generations.

How to Cite
Serra Simón, J., Carrero Márquez, O., & López Vicente, Álvaro. (2026). Use of Instagram as a tool for dissemination and cultural participation: analysis of publications from the Museo Nacional del Prado, Louvre Museum, and National Gallery of London. Anuario Electrónico De Estudios En Comunicación Social "Disertaciones", 19(1). https://doi.org/10.12804/revistas.urosario.edu.co/disertaciones/a.15567
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