Keywords
challenge
museum
social media aktywność
media społecznościowe
muzeum
wyzwania
How to Cite
Abstract
Due to the new social media channels as well as an increase of content created, growingly important is a creative approach to the content creation. One way is the forming of the viral content and challenges. The pandemic time revealed that museums undertake unstandardized activities and take up the challenges. The research aim was to analyze museums’ activities in viral social media challenges. The qualitative content analysis method was conducted to realize the assumed aim. Findings revealed that although such activity is rather occasional, it is always consistent with the museums’ core topics and social actions. The participation in challenges revealed also the importance of building relations with organizations.
References
Aichner Thomas, Grünfelder Matthias, Maurer Oswin, Jegeni Deni. 2021. “Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019.” Cyberpsychology, Behavior, and Social Networking no. 24(4). 215–222. https://doi.org/10.1089/cyber.2020.0134. (accessed: 17.03.2022).
View in Google Scholar
Baker Stacy. 2017. “Identifying behaviors that generate positive interactions between science museums and people on Twitter.” Museum Management and Curatorship no. 32(2). 144–159. https://doi.org/10.1080/09647775.2016.1264882. (accessed: 17.03.2022).
View in Google Scholar
Berger Jonah, Milkman Katherine L. 2012. “What Makes Online Content Viral?” Journal of Marketing Research no. 49(2). 192–205. https://doi.org/10.1509/jmr.10.0353. (accessed: 17.03.2022).
View in Google Scholar
Black Graham. 2018. “Meeting the audience challenge in the ‘Age of Participation’.” Museum Management and Curatorship no. 33(4). 302–319. https://doi.org/10.1080/09647775.2018.1469097. (accessed: 17.03.2022).
View in Google Scholar
Brown Jarreau Paige, Smith Dahmen Nicole, Jones Ember. 2019. “Instagram and the Science Museum: A Missed Opportunity for Public Engagement.” Journal of Science Communication no. 18(2). https://doi.org/10.22323/2.18020206. (accessed: 17.03.2022).
View in Google Scholar
Burgess Adam, Miller Vincent, Moore Sarah. 2018. “Prestige, Performance and Social Pressure in Viral Challenge Memes: Neknomination, the Ice-Bucket Challenge and SmearForSmear as Imitative Encounters.” Sociology no. 52(5). 1035–1051. https://doi.org/10.1177/0038038516680312. (accessed: 17.03.2022).
View in Google Scholar
Crooke Elizabeth. 2010. “The politics of community heritage: motivations, authority and control.” International Journal of Heritage Studies no. 16(1–2). 16–29. https://doi.org/10.1080/13527250903441705. (accessed: 17.03.2022).
View in Google Scholar
Culture Statistics. The Methodological Book. 2017. Krakow.
View in Google Scholar
DesRoches Davina. 2015. “The Marketized Museum: New Museology in a Corporatized World.” The Political Economy of Communication no. 3(1). 2–24.
View in Google Scholar
Evrard Yves, Krebs Anne. 2018. “The authenticity of the museum experience in the digital age: the case of the Louvre.” Journal of Cultural Economics no. 42. 353–363.
View in Google Scholar
Fletcher Adrienne, Lee Moon J. 2012. “Current social media uses and evaluations in American museums.” Museum Management and Curatorship no. 27(5). 505–521. https://doi.org/10.1080/09647775.2012.738136. (accessed: 17.03.2022).
View in Google Scholar
Fu Shaoxiong, Li Hongxiu, Liu Yong, Pirkkalainen Henri, Salo Markus. 2020. “Social media overload, exhaustion, and use discontinuance: Examining the effects of information overload, system feature overload, and social overload.” Information Processing & Management no. 57(6). https://doi.org/10.1016/j.ipm.2020.102307. (accessed: 17.03.2022).
View in Google Scholar
Guo Chao, Saxton Gregory D. 2014. “Tweeting Social Change: How Social Media Are Changing Nonprofit Advocacy.” Nonprofit and Voluntary Sector Quarterly no. 43(1). 57–79. https://doi.org/10.1177/0899764012471585. (accessed: 17.03.2022).
View in Google Scholar
Kaplan Andreas M., Haenlein Michael. 2010. “Users of the world, unite! The challenges and opportunities of social media.” Business Horizons no. 53(1). 59–68. https://doi.org/10.1016/j.bushor.2009.09.003. (accessed: 17.03.2022).
View in Google Scholar
Kidd Jenny. 2011. “Enacting engagement online: framing social media use for the museum.” Information Technology & People no. 24(1). 64–77. https://doi.org/10.1108/09593841111109422. (accessed: 17.03.2022).
View in Google Scholar
Kim Sora, Kim Soo-Yeon, Sung Kang Hoon. 2014. “Fortune 100 Companies’ Facebook Strategies: corporate ability versus social responsibility.” Journal of Communication Management no. 18(4). 343–362. https://doi.org/10.1108/JCOM-01-2012-0006. (accessed: 17.03.2022).
View in Google Scholar
Kim Soyeon. 2018. “Virtual Exhibitions and Communication Factors.” Museum Management and Curatorship no. 33(3). 243–260. https://doi.org/10.1080/09647775.2018.1466190. (accessed: 17.03.2022).
View in Google Scholar
Kwak Nojin, Lane Daniel S., Weeks Brian E., Kim Dam Hee, Lee Slgi S., Bachleda Sarah. 2018. “Perceptions of Social Media for Politics: Testing the Slacktivism Hypothesis.”Human Communication Research no. 44(2). 197–221. https://doi.org/10.1093/hcr/hqx008. (accessed: 17.03.2022).
View in Google Scholar
Kydros Dymitros, Vrana Vasiliki. 2021. “A Twitter network analysis of European museums.” Museum Management and Curatorship no. 36(6). 569–589. https://doi.org/10.1080/09647775.2021.1894475. (accessed: 17.03.2022).
View in Google Scholar
López Ximena, Margapoti Ilaria, Maragliano Roberto, Bove Giuseppe. 2010. “The presence of Web 2.0 tools on museum websites: A comparative study between England, France, Spain, Italy, and the USA.” Museum Management and Curatorship no. 25(2). 235–249. https://doi.org/10.1080/09647771003737356. (accessed: 17.03.2022).
View in Google Scholar
Lotina Linda. 2014. “Reviewing museum participation in online channels in Latvia.” Museum Management and Curatorship no. 29(3). 280–292. https://doi.org/10.1080/09647775.2014.919167. (accessed: 17.03.2022).
View in Google Scholar
Lovejoy Kristen, Saxton Gregory D. 2012. “Information, Community, and Action: How Nonprofit Organizations Use Social Media.” Journal of Computer-Mediated Communication no. 17(3). 337–353. https://doi.org/10.1111/j.1083-6101.2012.01576.x. (accessed: 17.03.2022).
View in Google Scholar
Manikowska Ewa. 2020. “Museums and the Traps of Social Media: The Case of the Auschwitz- Birkenau Memorial and Museum.” Santander Art and Culture Law Review no. 2(6). 223–250. (accessed: 17.03.2022).
View in Google Scholar
McMillen Rebecca, Alter Frances. 2017. “Social media, social inclusion, and museum disability access.” Museums & Social Issues no. 12(2). 115–125. https://doi.org/10.1080/15596893.2017.1361689. (accessed: 17.03.2022).
View in Google Scholar
Najda-Janoszka Marta, Sawczuk Magdalena. 2020. “Cultural Authority with a Light Touch: Museums Using Humor in Social Media Communication.” Romanian Journal of Communication and Public Relations no. 22(2). 39–55. https://doi.org/10.21018/rjcpr.2020.2.299. (accessed: 17.03.2022).
View in Google Scholar
Najda-Janoszka Marta, Sawczuk Magdalena. 2021. “Interactive Communication Using Social Media – the Case of Museums in Southern Poland.” Museum Management and Curatorship no. 36(6). 590–609. https://doi.org/10.1080/09647775.2021.1914135. (accessed: 17.03.2022).
View in Google Scholar
Phing Agnes Ng May, Yazdanifard Rashad. 2014. “How Does ALS Ice Bucket Challenge Achieve Its Viral Outcome through Marketing via Social Media?” Global Journal of Management and Business Research no. 14(7). 69–75. (accessed: 17.03.2022).
View in Google Scholar
Pressgrove Geah, McKeever Brooke Weberling, Jang S. Mo. 2018. “What is Contagious? Exploring why content goes viral on Twitter: A case study of the ALS Ice Bucket Challenge.” International Journal of Nonprofit and Voluntary Sector Marketing no. 23(1). Article e1586. https://doi.org/10.1002/nvsm.1586. (accessed: 17.03.2022).
View in Google Scholar
Przybysz Monika, Knecht Tomasz. 2020. “Wykorzystanie social media w muzeum – korzyści i zagrożenia.” Studia Ełckie no. 22(3). 325–342.
View in Google Scholar
Rhee Bo-A., Pianzola Federico, Choi Gang-Ta. 2021. “Analyzing the Museum Experience Through the Lens of Instagram Posts.” Curator: The Museum Journal no.64(3). 529–547. https://doi.org/10.1111/cura.12414. (accessed: 17.03.2022).
View in Google Scholar
Roman Teodora, Manolică Adriana, Bîtcă Daniela. 2018. “Competition on Social Media.” In: Proceedings of the 12th International Management Conference. Bucharest, Romania. 918–927.
View in Google Scholar
Sawczuk Magdalena. 2020. “Commemoration or Commodification?: A Stakeholder’s Discourse around the Establishment of the Martyrdom Museum.” International Entrepreneurship Review no. 6(3). 61–76. https://doi.org/10.15678/IER.2020.0603.05. (accessed: 17.03.2022).
View in Google Scholar
Saxton Gregory D., Waters Richard D. 2014. “What do Stakeholders Like on Facebook? Examining Public Reactions to Nonprofit Organizations’ Informational, Promotional, and Community-Building Messages.” Journal of Public Relations Research no. 26(3). 280–299. https://doi.org/10.1080/1062726X.2014.908721. (accessed: 17.03.2022).
View in Google Scholar
Shaharir Shafinaz Ahmad, Zanuddin Hasmah. 2018. “Museum Institutions in the Digital Age: The Insights of Malaysian Museums’ Use of Facebook.” The Journal of Social Sciences Research no. 2. 357–366.
View in Google Scholar
Skydsgaard Morten A., Møller Andersen Hanne, King Heather. 2016. “Designing museum exhibits that facilitate visitor reflection and discussion.” Museum Management and Curatorship no. 31(1). 48–68. https://doi.org/10.1080/09647775.2015.1117237.
View in Google Scholar
Wiederhold Brenda K. 2020. “Using Social Media to Our Advantage: Alleviating Anxiety During a Pandemic.” Cyberpsychology, Behavior, and Social Networking no. 23(4). 197–198. https://doi.org/10.1089/cyber.2020.29180.bkw. (accessed: 17.03.2022).
View in Google Scholar
Winter Marcus. 2018. “Visitor perspectives on commenting in museums.” Museum Management and Curatorship no. 33(5). 484–505. https://doi.org/10.1080/09647775.2018.1496354. (accessed: 17.03.2022).
View in Google Scholar
Wong Amelia S. 2011. “Ethical issues of social media in museums: A case study.” Museum Management and Curatorship no. 26(2). 97–112. https://doi.org/10.1080/09647775.2011.566710. (accessed: 17.03.2022).
View in Google Scholar
Netography
View in Google Scholar
https://indianexpress.com/article/trending/trending-globally/year-ender-2020-viral-social-media-challenges-7120040/. (accessed: 29.07.2021).
View in Google Scholar
https://nowymarketing.pl/a/28292,tiktokerzy-udaja-ofiary-holokaustu-w-ramach-nowego-trendu-holokaustchallenge. (accessed: 18.05.2021).
View in Google Scholar
https://nto.pl/gaszynchallenge-o-co-chodzi-w-tej-akcji-i-dlaczego-wszyscy-robia-pompki-to-dla-wojtka-howisa-chorego-na-sma-wideo/ar/c1-15009160. (accessed: 6.08.2021).
View in Google Scholar
https://ourworldindata.org/rise-of-social-media. (accessed: 22.07.2021).
View in Google Scholar
https://stat.gov.pl/wyszukiwarka/?query=tag:muzea. (accessed: 22.05.2021).
View in Google Scholar
https://www.healthychildren.org/English/family-life/Media/Pages/Dangerous-Internet-Challenges.aspx. (accessed: 29.07.2021).
View in Google Scholar
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.