ABSTRACT
In a society marked by the digital issue and the global pandemic by COVID-19, museums have experienced the need to join new social platforms where the youngest audiences are. This context has led to an intensification of the use of these channels, as well as a reconfiguration of communication strategies in the digital environment by museums. This research analyses how the Museo Nacional del Prado uses the TokTok platform within its brand strategy and studies its production of short video content, a characteristic format of this social network. To this end, a case study was conducted in which a structured interview with personnel from the museum's communication and social networks area was preformed, as well as a content analysis for which an ad hoc analytical guide was prepared. The results show that the narrative structure and the language used are always adapted to the public and the platform with rigour and respect, using an informal register with the aim of transmitting knowledge while still connecting more efficiently with the consumption pattern of the social network.
ABSTRACT
COVID19 has had enormous consequences in the media. The pandemic has affected journalism by encouraging new informational newspaper consumption trends. This phenomenon has inevitably changed newspaper newsrooms since print versions started to decline in favor of digital ones. Since the beginning of the mentioned health crisis, information provided by media has become a highly citizenship demand. The study of the dynamics of information consumption is very relevant for understanding the potential journalism business transformation nowadays and in the years to come. Such a health crisis might open a scenario of opportunities and challenges to face by journalism worldwide. The objective of this research is to analyze the influence of COVID19 on newspaper digital edition consumption patterns. We have conducted an exploratory investigation based on the secondary data from Similarweb. Data focus on providing a portrait of Colombian newspapers reading habits during the most critical moments of COVID 19, the outbreak, from March to May 2020 (confinement and first wave), and the following months, from September to November 2020 (second wave). The results confirm the high impact of Covid-19 on digital edition demand on 15 Colombian newspapers during the first wave. Citizens who have traditionally been far away from media might have now been connected with media. However, results also reveal a dramatic decrease in unique visitors in the second wave, thus the potential audience benefits for media and advertisers might have been considered a missing opportunity to retain and maintain Covid-19 outbreak readership habits. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.