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Museum Digital Innovation: The Role of Digital Communication Strategies in Torino Museums

Museum Digital Innovation: The Role of Digital Communication Strategies in Torino Museums

Paola De Bernardi, Monica Gilli
Copyright: © 2019 |Pages: 21
ISBN13: 9781522569985|ISBN10: 1522569987|EISBN13: 9781522569992
DOI: 10.4018/978-1-5225-6998-5.ch008
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MLA

De Bernardi, Paola, and Monica Gilli. "Museum Digital Innovation: The Role of Digital Communication Strategies in Torino Museums." Handbook of Research on Examining Cultural Policies Through Digital Communication, edited by Betül Önay Dogan and Derya Gül Ünlü, IGI Global, 2019, pp. 161-181. https://doi.org/10.4018/978-1-5225-6998-5.ch008

APA

De Bernardi, P. & Gilli, M. (2019). Museum Digital Innovation: The Role of Digital Communication Strategies in Torino Museums. In B. Önay Dogan & D. Gül Ünlü (Eds.), Handbook of Research on Examining Cultural Policies Through Digital Communication (pp. 161-181). IGI Global. https://doi.org/10.4018/978-1-5225-6998-5.ch008

Chicago

De Bernardi, Paola, and Monica Gilli. "Museum Digital Innovation: The Role of Digital Communication Strategies in Torino Museums." In Handbook of Research on Examining Cultural Policies Through Digital Communication, edited by Betül Önay Dogan and Derya Gül Ünlü, 161-181. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6998-5.ch008

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Abstract

The purpose of this chapter is to determine the role of digital communication strategies in Torino digitally active museums. It describes strengths and weakness of museum digital communication practices, giving evidence on the awareness that museum managers have on the power of technology, data and automation to drive innovative digital communications. While some conceptual studies have highlighted the impact that digital technologies have on museums, empirical evidence on communication strategies, according to museum managers, is still missing. This research aims to fill this gap. The results show that digital communication is weakly linked to strategic dimension in the Torino museums, since it is conceived as a short-term operative tool, and it is not yet managed as a key resource to engage in dialogue with their publics. Results could provide new insight to directors and museum managers involved from the transformative and often disruptive power of digitization with the various spill-over effects on their business models.

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