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La Comunicación De Los Museos Españoles En Twitter: Análisis De La Situación Y Establecimiento De Buenas Prácticas"

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La Comunicación De Los Museos Españoles En Twitter: Análisis De La Situación Y Establecimiento De Buenas Prácticas Tesis Doctoral "La comunicación de los museos españoles en Twitter: análisis de la situación y establecimiento de buenas prácticas" Doctoranda: Susana Llerena Iglesias Directora/Tutora: Susana Herrera Damas Departamento de Periodismo y Comunicación Audiovisual Getafe, noviembre de 2015 1 Firma del Tribunal Calificador: Firma Presidente: (Nombre y apellidos) Vocal: (Nombre y apellidos) Secretario: (Nombre y apellidos) Calificación: Getafe, de de 2 Índice ÍNDICE ..................................................................................................................................................... 3 INTRODUCCIÓN .................................................................................................................................... 8 OBJETO DE ESTUDIO OBJETIVOS DE LA TIGACIÓN INVES ANTECEDENTES Y ESTADO DE LA CUESTIÓN HIPÓTESIS Y PREGUNTAS DE INVESTIGACIÓN ESTRUCTURA, METODOLOGÍA Y FUENTES CONCLUSIÓN PRINCIPAL AGRADECIMIENTOS CAPÍTULO 1: DEL MUSEO TRADICIONAL AL MUSEO SOCIAL ............................................. 19 1.1. BREVE HISTORIA DEL MUSEO 1.1.1. Génesis del museo................................................................................................ ..................................... 19 1.1.2. Evolución del museo ................................................................................................ ................................ 24 1.2. EL MUSEO SOCIAL 1.2.1. Contexto ................................................................................................ ......................................................... 31 1.2.2. Lo social y el museo integRal................................................................................................................. 33 1.2.3 Museo social versus museo tRadicional ............................................................................................. 36 1.2.4. Ejemplos ................................................................................................ ........................................................ 38 1.3. EL MUSEO SOCIAL EN LA ERA DIGITAL 1.3.1. Web 1.3.1.1. Definición. PrimeRas expeRiencias .......................................................................... 42 1.3.1.2. Gestión y limitaciones del tRaslado del espacio físico a la web .................. 44 1.3.1.3. La Web 2.0......................................................................................................................... 46 1.3.1.4. Evolución de la Web 2.0 en los museos................................................................ 49 1.3.1.5. Tendencias actuales ...................................................................................................... 51 1.3.2. Blogs 1.3.2.1. La Revolución de la Web 2.0 .............................................................................................................. 55 1.3.2.2. Weblogs, blogs o bitácoras...................................................................................................................................... 56 1.3.2.3. Los blogs en los museos ........................................................................................................................................... 58 1.3.2.4. Los juegos sociales ...................................................................................................................................................... 63 1.3.2.5. Los ó c digos QR .............................................................................................................................................................. 67 1.3.2.6. Mobile apps .................................................................................................................................................................... 72 1.3.2.7. InteRactividad y heRRamientas táctiles ............................................................................................................... 79 1.3.2.8. Realidad aumentada .................................................................................................................................................. 84 1.3.2.9. Redes sociales ............................................................................................................................................................... 89 1.3.2.9.1. Concepto y tipos .......................................................................................................................................... 89 1.3.2.9.2. Creación y ución evol de las Redes sociales ...................................................................................... 90 1.3.2.9.3. Potencial y ventajas en su aplicación a los museos ..................................................................... 93 3 1.3.2.9.3. Facebook ......................................................................................................................................................... 96 1.3.2.9.4. Flickr ............................................................................................................................................................. 101 1.3.2.9.5. Youtube ........................................................................................................................................................ 102 1.3.2.9.6. TumblR .......................................................................................................................................................... 105 1.3.2.9.7. PinteRest ...................................................................................................................................................... 107 1.3.2.9.8. Instagram .................................................................................................................................................... 108 1.3.2.9.9. Google + ....................................................................................................................................................... 111 CAPÍTULO 2: EL POTENCIAL DE TER TWIT PARA LOS MUSEOS....................................... 114 2.1. TWITTER COMO RED AL SOCI 2.1.1. Definición y orígenes de TwitteR...................................................................................................... 114 2.1.2. Evolución de TwitteR............................................................................................................................. 119 2.1.3. Factores del éxito de TwitteR............................................................................................................. 124 2.1.4. Evolución funcional de TwitteR ........................................................................................................ 127 2.1.5. Gramática básica de TwitteR ......................................................................................................... 132 2.1.6. VeRsatilidad de TwitteR mo co Red social ....................................................................................... 134 2.2. E L POTENCIAL T DE WITTER PARA LOS OS MUSE 2.2.2. Beneficios de TwitteR paRa los museos ......................................................................................... 144 2.2.2.1. Facilidad de uso .................................................................................................................................................... 144 2.2.2.2. Gratuidad ................................................................................................................................................................ 145 2.2.2.3. Promoción ............................................................................................................................................................... 145 2.2.2.4. Educación ................................................................................................................................................................ 146 2.2.2.5. InteRacción .............................................................................................................................................................. 147 2.3. BUENAS PRÁCTICAS PARA MUSEOS EN T WITTER 2.3.1. Buenas pRácticas paRa pRomocionaR su actividad .................................................................... 149 2.3.1.1. Sus bios son cReativas ........................................................................................................................................ 149 2.3.1.2. Promocionan sus iniciativas de maneRa atRactiva ................................................................................. 152 2.3.1.3. Hacen un uso cReativo hashtags de los ....................................................................................................... 156 2.3.1.4. Enlazan a contenido exteRno ........................................................................................................................... 158 2.3.1.5. Retuitean contenido exteRno .......................................................................................................................... 159 2.3.1.6. OfRecen información útil y oportuna ........................................................................................................... 163 2.3.1.7. Ponen a disposición de los seguidores mateRial gratuito ................................................................... 166 2.3.1.8. RecuRRen de vez en cuando a lo lúdico ....................................................................................................... 169 2.3.1.9. Espacian los contenidos en el tiempo
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