De museus a marcas

: o papel da comunicação museológica online

Abstract

From a collection warehouse to a guardian of culture and history, the Museum has become an educational and cultural agent for society. With digital transformation, cultural institutions have redefined their communication practices and their relationships with the community. We live in an extremely competitive and constantly changing society, where organizations compete for public’s attention by offering incredible, authentic and personalized experiences, which is the focus of the theme we aspire to explore in this dissertation. This dissertation investigates the transformation of museology, highlighting its adaptation to the digital era, based on the new museology and participatory culture, which promote more open and inclusive communication through websites, social media, and other digital tools, such as virtual reality. Furthermore, it discusses the impact of marketing in the museum world, from branding strategies to the use of transmedia storytelling, which permits an emotional connection with visitors and strengthens the museum’s brand identity. Based on a case study of the Alberto Sampaio Museum, the research examines the effectiveness of museum online communication strategies and how these influence public perception and visitor experience.

Date of Award	12 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sónia Silva (Supervisor)