Cultural institutions during the first wave of the coronavirus pandemic – a comparative analysis of social media activities of chosen theatres

Abstract

Social media have revolutionized the ways of thinking about channels for reaching audiences. Their existence proved particularly significant in the coronavirus pandemic. Everyday life shifted to the Internet and this process had an impact on cultural institutions. This article analyzes the changes in communication practices of Theatrical Centre Kana in Szczecin, Grand Theatre in Łódź and the Helena Modrzejewska Theatre in Legnica in the posts on theatres’ Facebook pages. The aim is to identify new elements of communication strategies chosen by different institutions in the first wave of pandemic.