Italian state museums during the COVID-19 crisis: from onsite closure to online openness

ABSTRACT

This study investigates the reaction of Italian state museums to the closure of their physical sites caused by the COVID-19 pandemic, taking the perspective of their online activity on social media. The study explores the type and amount of content published by museums on their social media webpages, as well as the level of online engagement that is generated by their activity. Empirically, this study investigated the 100 largest Italian state museums, showing that, during the weeks of lockdown, their cultural initiatives did not come to a stop but, on the contrary, there has been a sharp rise in online cultural material and initiatives taking place through social media, with museums doubling their online activity. This online evidence has stimulated further reflections on the future direction of digitally enabled approaches to culture and its enjoyment.

KEYWORDS:

• COVID-19
• museums
• social media
• digital technology
• digital innovation
• culture

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes on contributors

Deborah Agostino is Associate Professor at Politecnico di Milano, where she is the Director of the Observatory in Digital Innovation in Arts and Cultural Activities. She is co-director of the Executive Master in Management of Cultural Institutions at MIP Politecnico di Milano Graduate School of Business. Her research activities is focused on data analytics and digital innovation in cultural institutions. She is authors of over 30 publications in national and international journals on performance measurement and management in public institutions.

Michela Arnaboldi is Full Professor of Accounting Finance and Control at Politecnico di Milano. She is the Director of Institution and Public Administration at MIP Politecnico di Milano Graduate School of Business. She is member of the board of the Department of Management Economics and Industrial Engineering, where she is part of the PHD Board. She is author of over 70 papers published on national and international journals and conference proceedings.

Antonio Lampis is Director-General of Museums at Ministero dei Beni e delle Attività Culturali e Turismo. He held numerous positions in the in the cultural sector, including as Vice President of the Fondazione Teatro Civico e Auditorium of Bolzano, as a Member of the Board of the Biennale Manifesta7, as Vice President and then as a Member of the Board of Directors of the Fondazione MUSEION Museo d'Arte Moderna e Contemporanea, Bolzano. He is the author of numerous publications on regional autonomy, cultural policies and the marketing of art and culture.