Short video content en la estrategia de marcaAnálisis del uso de TikTok por el Museo del Prado

  1. Sánchez-Amboage, Eva
  2. Toural-Bran, Carlos
  3. Membiela-Pollán, Matías
  4. Crespo-Pereira, Verónica
Revista:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Año de publicación: 2022

Volumen: 13

Número: 1

Páginas: 331-344

Tipo: Artículo

DOI: 10.14198/MEDCOM.20836 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Resumen

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.

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