Innovative Communication Solutions To Promote Arts in Museums : Analysis of international museums during the Pandemic

Absztrakt (kivonat)

The thesis investigates new forms of communicational strategies and solutions that the museums across the globe applied from the start of the pandemic. While communication was already participatory before the Pandemic, the author argues that the Covid-19 have intensified the use of digital online tools and created new forms of interactions. Through the new solutions, museums brought the art collections closer to the individuals and maintained a cultural dialogue with the public in an online atmosphere. The author also illustrates the importance of visual and verbal communication regarding museums which were highly applied during the height of the Pandemic. Hence, the importance of physical experience and nonphysical experience is equally examined in the thesis. A Letter of Questions was sent to fifty museums regarding three questions such as: the role of museums in the 21st century; the new communication tools that were developed during the Pandemic; and questioning the purpose of museums concerning the future. Responses were received from The Museum of Arken from Denmark, The Museum of Fine Art from Wien, M+ Museum from Hong Kong, Louvre from France, Tate Gallery from London, Open Space Contemporary Museum from Amsterdam, and the National Museum of Contemporary Art from Athens. Based on the Letter of Questions, the results demonstrated that museums enhanced the visual and verbal communication of theirs by applying creative and captivating social media posts, introducing social media campaigns, creating ‘my museum moments’, providing collaboration programs, projecting video art works and installations on buildings and walls. From the results it is applicable that museums increased the digital tools of theirs by means of introducing VR experiences, generating applications, games, showing ‘in gallery tours’, virtual tours, and live streaming’s. Thus, it is also apparent that museums still consider physical experience at museums by constantly developing digital programs such as virtual tours. The topic on new communicational forms created by museums during the Pandemic is relevant since such strategies are still emerging. In the future, it is highly likely that museums will apply even more digital solutions, opting to use Artificial Intelligence by all means.