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What is MET

Handbook of Research on Museum Management in the Digital Era
Metropolitan Museum of Art.
Published in Chapter:
The Onassis Stegi and Metropolitan Museum of Art in New York: Cases at the Beginning of COVID-19 – An Indicative Audience Research
Antonia Stefanidou (Hellenic Open University, Greece)
Copyright: © 2022 |Pages: 31
DOI: 10.4018/978-1-7998-9656-2.ch010
The chapter examines the special conditions that arose at the beginning of the pandemic of the coronavirus disease 2019 (COVID-19) as far as cultural organisations and audiences are concerned. Research findings on cultural organisations' digital transformation are presented as well as the case studies of Onassis Stegi and MET and the messages they transmitted at the beginning of the pandemic. A comparative analysis of their communication strategy in digital environment is attempted, drawing interesting conclusions as far as their effectiveness is concerned. The chapter ends with the findings of the audience research that was carried out to present whether digital transformation in the field of culture during that period was implemented, in order for organisations to survive and stay in touch with their audience. The research also focuses on the extent to which the public turned to digital culture in an unprecedented period.
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