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O facebook nos museus da Região Autónoma da Madeira: uma forma de comunicar através da partilha social
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Abstract(s)
As redes sociais estão a mudar de forma significativa o modo como as pessoas e os museus comunicam. Hoje, o Facebook tem uma presença muito relevante na comunicação destas instituições, visto que este canal permite à disseminação das diversas atividades e programações culturais, com atualizações permanentes, tal como permite um contacto mais próximo com o seu público. Os museus da Região Autónoma da Madeira não são exceção e, por isso, também estão beneficiando desta rede social. Assim, a presente investigação teve como principal objetivo recolher dados teóricos e empíricos sobre o papel do Facebook nos museus madeirenses, a capacidade desta rede em captar novos públicos e aumentar o número de visitantes, bem como identificar tendências e necessidades para proporcionar um conjunto de benefícios que irão satisfazer e melhorar a experiência de visita.
Nesta investigação foi utilizada uma metodologia exploratória qualitativa e uma amostra composta por 13 museus da Região Autónoma da Madeira. Foi feito uso de dois modelos de questionários qualitativos, um para os diretores e outro para os visitantes, sendo que a inquisição deu-se com o respetivo questionário servindo de guião para a entrevista. Os dados obtidos nesta investigação indicam que o Facebook é utilizado como um meio complementar aos outros meios de comunicação tradicionais. Estes também indicam que a construção de uma relação duradoura no Facebook conquista visitantes fiéis, melhora a experiência vivida no museu, aumenta a possibilidade de repetir a visita e também aumenta a possibilidade de recomendar essa experiência aos seus familiares, amigos e conhecidos. Verificou-se ainda que o Facebook permite aos museus alcançar resultados profícuos. Posto isto, esta investigação contribuiu para colmatar a falta de estudos na área. No entanto, numa investigação futura seria interessante replicar o estudo utilizando outros métodos de investigação, assim como alargar esta pesquisa a outros espaços culturais.
Social networks are significantly changing the way people and museums communicate. Nowadays, Facebook has achieved a very relevant presence when it comes to communication between institutions, since it is a channel that advertises the various cultural activities and programs, with live updates, and it’s also an easy way to build up a relationship with their audience. The museums of the Autonomous Region of Madeira are no exception, these are also benefiting from this social network. Therefore, the main objective of this present research was to provide theoretical and empirical data about the role of Facebook in Madeira’s museums, its ability to attract new audiences and increase the number of visitors, but also identifying trends and needs with the purpose of providing a set of benefits that will satisfy and improve the visiting experience. In this research, a qualitative exploratory methodology was used, and a sample gathered from 13 museums of the Autonomous Region of Madeira. Two models of qualitative questionnaires were used, one for the directors and another for the visitors, and the inquisition was given with the respective questionnaire serving as a guide for the interview. The data obtained through this research indicates that Facebook is use as a complementary mean to the other traditional means of communication. These also indicate that building an everlasting relationship on Facebook wins loyal visitors, enhances the experience lived in the museum, improves the chance of repeating the visit, and increases the possibility of recommending this experience to family, friends and acquaintances. It was also found that Facebook helps museums to achieve rewarding results. However, this research contributed to fill in the lack of studies in the area. Nevertheless, in a future investigation it would be interesting to replicate the study using other research methods, beside making this research reach other cultural spaces.
Social networks are significantly changing the way people and museums communicate. Nowadays, Facebook has achieved a very relevant presence when it comes to communication between institutions, since it is a channel that advertises the various cultural activities and programs, with live updates, and it’s also an easy way to build up a relationship with their audience. The museums of the Autonomous Region of Madeira are no exception, these are also benefiting from this social network. Therefore, the main objective of this present research was to provide theoretical and empirical data about the role of Facebook in Madeira’s museums, its ability to attract new audiences and increase the number of visitors, but also identifying trends and needs with the purpose of providing a set of benefits that will satisfy and improve the visiting experience. In this research, a qualitative exploratory methodology was used, and a sample gathered from 13 museums of the Autonomous Region of Madeira. Two models of qualitative questionnaires were used, one for the directors and another for the visitors, and the inquisition was given with the respective questionnaire serving as a guide for the interview. The data obtained through this research indicates that Facebook is use as a complementary mean to the other traditional means of communication. These also indicate that building an everlasting relationship on Facebook wins loyal visitors, enhances the experience lived in the museum, improves the chance of repeating the visit, and increases the possibility of recommending this experience to family, friends and acquaintances. It was also found that Facebook helps museums to achieve rewarding results. However, this research contributed to fill in the lack of studies in the area. Nevertheless, in a future investigation it would be interesting to replicate the study using other research methods, beside making this research reach other cultural spaces.
Description
Keywords
Museu Comunicação Facebook Comportamento dos visitantes Madeira (Portugal) Museum Communication Visitor’s behavior Gestão Cultural . Faculdade de Artes e Humanidades