Visual communication of museum institutions: the challenges of the time and modern technologies
DOI:
https://doi.org/10.28925/2311-259x.2025.4.11Keywords:
museum institutions, visual communication, social media, social networks, communication strategy, visual contentAbstract
The article examines the issue of virtual communication of museum institutions through the prism of current challenges and the development of modern technologies. The article aims to identify the features of visual communication of museum institutions in the context of the problems of creating and representing visual museum content on social media. The method of analysis and synthesis, the theoretical method, the method of systemic and typological analysis, as well as the method of structural-functional and comparative analysis were applied. According to the results of the study, it was found that the practice of museum institutions demonstrates significant changes in the direction of openness to the outside world through the use of methods, strategies, and techniques that are characteristic of the Internet space. It is stated that museum institutions receive unprecedented opportunities to attract a new audience and expand and popularize cultural heritage through social media. It is emphasized that visual communication mediated by social media in museum institutions, which relies on images to document and transmit information about their own everyday activities, identity, and establishing contacts with users, is gaining strategic importance and becoming a driving force in the dynamic process of transformations and innovations. Using the example of the social network Instagram, the possibilities of museum institutions for establishing visual communication at the current stage of development of the digital society are traced. The role of user video content in strengthening museum communication is outlined, and the formats for its integration into official accounts of museum institutions and user accounts are considered. Visual content on social media such as Facebook, Instagram, Pinterest, YouTube, etc. can be positioned as the beginning of a communication flow, the purpose of which is visualization, information, promotion, popularization, and engagement. Promising directions for the development of visual communication of museum institutions on social media are highlighted: development / improvement of a comprehensive communication strategy; targeting the needs of different user groups (competent users and enthusiasts); organic combination of professional and user video content, etc.
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