Sound Narratives and Institutional Communication in Museums: Analysis of the Podcasts of the Thyssen-Bornemisza National Museum

The use of digital tools in museums has grown in recent decades, and podcasts are becoming an effective medium that promotes transparency and public participation and brings culture closer to citizens. This research analyses the case of the Thyssen-Bornemisza National Museum in Spain and its podcasts (Thyssen, the official podcast of the Thyssen-Bornemisza Museum, Sororas. Antiguas pero modernas and Las paredes hablan), exploring what their role is in building a more open and interactive communication. Through a mixed approach, the published episodes have been examined, using the Close Analytical Listening technique, evaluating parameters such as their duration, format, structure or topics addressed, complementing this analysis with semi-structured interviews with those responsible. The results reveal a strategic use of the podcast in order to bring the institution closer to its audience through accessible and attractive content, identifying patterns in the structure of the episodes and approaches in audience segmentation. In addition, the interviews offer us a broader vision by understanding the motivations and challenges behind this communicative commitment. This research highlights the potential of the podcast as a key tool when designing the digital strategy of any museum, promoting transparency and establishing a more dynamic relationship with the public in the digital age.