Facebook as a dialogic communication tool at the most visited museums of the world




Palabras clave:

Museums, Corporate communication, Dialogic communication, Social networks, Facebook, Museum 2.0, Interaction.


Social networks have obtained a relevant presence in Communication programs and they are changing the way to disseminate information and engage in dialogue. They permit a more balanced and participatory model of communication between publics and organizations, based in dialogue and conversation, not persuasion. The main objective of this paper is to evaluate how museums are using Facebook to interact and engage in dialogue with their publics. This work asks if they are using this platform in order to be recognized as "˜museums 2.0´. Our results illustrate that the museums we studied (the 100 which are most important on the global level) have a very poor activity on Facebook, and they are not using all the opportunities that this social network offers as an interactive and dialogical means of communication.


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Biografía del autor/a

Paul Capriotti, Universitat Rovira i Virgili

Profesor Titular

Departamento de Estudios de Comunicación

Jose-Carlos Losada-Dí­az, Universidad de Murcia

Profesor Titular

Facultad de Comunicación y Documentación


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Cómo citar

Capriotti, P., & Losada-Dí­az, J.-C. (2018). Facebook as a dialogic communication tool at the most visited museums of the world. Profesional De La información Information Professional, 27(3), 642–650. https://doi.org/10.3145/epi.2018.may.17



Artí­culos de investigación / Research articles