Instagram, a contrasting medium for the globalization of museum brands and diplomacy of influence. The cases of the Louvre and the Centre Pompidou
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : The globalization of the Louvre and Centre Pompidou brands is taking place in particular through the creation of the Louvre Abu Dhabi and the Centre Pompidou Málaga. Digital communication, and in particular Instagram, is being used by these French public museums and those created abroad to promote their brands. We observed and analyzed all the posts issued by these four museums on Instagram between March 12 and August 12, 2020 (n = 418) to ask ourselves how this digital communication method can support the globalization of museum brands and diplomacy of influence.
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The globalization of the Louvre and Centre Pompidou brands is taking place in particular through the creation of the Louvre Abu Dhabi and the Centre Pompidou Málaga. Digital communication, and in particular Instagram, is being used by these French public museums and those created abroad to promote their brands. We observed and analyzed all the posts issued by these four museums on Instagram between March 12 and August 12, 2020 (n = 418) to ask ourselves how this digital communication method can support the globalization of museum brands and diplomacy of influence.
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