Usando o Instagram como ferramenta de divulgação e participação cultural: análise de publicações do Museo Nacional del Prado, Musée du Louvre de Londres

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

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Publicado: ene 7, 2026
Edição: v. 19 n. 1 (2026): La comunicación como fundamento de la transparencia en los museos
Seção Estudos


Palavras-chave: museus Instagram comunicação digital mídias sociais

Conteúdo do artigo principal

Autores

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

Resumo

No contexto da cultura participativa, o Instagram se consolidou como uma ferramenta estratégica para museus em sua adaptação ao ambiente digital. Neste estudo, analisam-se as postagens dos perfis oficiais do Museo Nacional del Prado, Musée du Louvre de Londres no Instagram durante o ano de 2024, com o objetivo de identificar suas estratégias de comunicação e avaliar o nível de interação com seus públicos. Metodologicamente, adotou-se uma abordagem de métodos mistos, com análise de conteúdo quantitativa e qualitativa sobre um corpus de 856 postagens, considerando aspectos como formato, efeitos sonoros, colaborações e presença institucional. Os resultados indicam uma clara orientação para a narrativa visual, para o engajamento comunitário e para o uso de referências culturais contemporâneas. Padrões convergentes são detectados, como a integração de datas comemorativas, o uso de funcionários internos como mediadores e a colaboração com criadores de conteúdo e instituições externas. A discussão mostra que esses museus utilizam o Instagram não apenas como um canal promocional, mas também como um espaço de mediação cultural ativa. Conclui-se que a gestão estratégica de mídias sociais, pautada na personalização narrativa e no planejamento editorial, é essencial para fortalecer a relevância cultural dos museus e conectar-se com as novas gerações.

Como Citar
Serra Simón, J., Carrero Márquez, O., & López Vicente, Álvaro. (2026). Usando o Instagram como ferramenta de divulgação e participação cultural: análise de publicações do Museo Nacional del Prado, Musée du Louvre de Londres. 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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