Original scientific paper
Museum Communication and Contemporary Challenges: Researching the Communication of Croatian Museums during the COVID-19 Pandemic
2023, 2 (1) p. 1-27
Abstract
This article provides an overview of the communication activities of Croatian museums during the COVID-19 pandemic and their adaptation to the challenges posed by unpredictable circumstances in contemporary society. Significant changes in the communication context have been observed, affecting the entire museum sector. Content analysis was used as the primary research method to address research questions regarding how websites, as basic communication channels and tools in the digital environment, meet certain parameters for two-way communication with the relevant public. The research also included integrating Web 2.0 tools and the frequency of social media use in Croatian museums. Based on established dialogic principles (Kent, Taylor, 1998), an analysis matrix was developed, which was adapted for museums by referring to other scientific works, conducted research, and reports on the impact of the COVID-19 pandemic on museums. In addition, recommendations from leading organizations regarding the need to modify communication activities, especially towards intensifying online communication, were taken into account. The research identifi ed the main challenges faced by museums during the pandemic and suggested adjustments to communication strategies to address these challenges eff ectively. This paper contributes to a better understanding of the evolution of communication practices in the museum sector during extraordinary contemporary events such as the COVID-19 pandemic.