Museum Communication in Spain: Strategies and Audiences

What is it?

This study explores how museums in Spain develop and implement communication strategies to connect with their audiences, promote cultural participation, and fulfill transparency obligations. It includes a case study of 36 Spanish museums from various regions and governance models.

Why is it important?

This article explains that effective communication in museums is crucial to attract diverse audiences, fulfill public service roles, and build institutional trust. According to the research of Pérez-Escoda and Romero-Rodríguez, museums often lack strategic planning and underutilize digital platforms, impacting their visibility and social impact.

Key Findings from the Study

Methodology

• Mixed-method study based on content analysis of websites, communication plans, and social media.

• Sample: 36 museums of art, history, and science from different Spanish autonomous communities.

• Evaluated dimensions: audience targeting, digital innovation, public transparency, and institutional messaging.

Communication Practices and Gaps

Strategic Weaknesses

The main findings indicate:

• Only a minority of museums have explicit communication plans.

• Many rely on traditional media, neglecting digital-native formats and transmedia narratives.

• A focus on institutional messages (events, exhibitions) overshadows dialogical engagement.

• Transparency sections are often outdated or incomplete.

Innovative Examples

Some museums adopt best practices:

• Museo Thyssen-Bornemisza and Museo de la Evolución Humana show robust use of social media and digital storytelling.

• Museo Nacional de Arte de Cataluña includes interactive content and tailored audience messaging.

• Local museums (e.g., regional ethnographic centers) show strong community participation models.

Recommendations for Improvement

• Create and update strategic communication plans.

• Integrate inclusive and audience-oriented narratives.

• Promote transparency and civic accountability.

• Use digital and transmedia platforms to build sustained audience engagement.

FAQs

What are the most common communication tools in Spanish museums?
Traditional PR (press releases, brochures) and basic social media, with limited use of interactive or AI-enhanced tools.

Are museums meeting transparency standards?
Mostly not. Many sites lack updated legal and administrative information.

How can museums improve their public engagement?
By shifting from monologic content to interactive, story-driven formats, and aligning messages with diverse audience profiles.

Final Thoughts

The study concludes that Spanish museums need to evolve their communication strategies to fulfill their cultural mission in a digital society. Audience-centric planning, technological innovation, and transparent communication are key to strengthening their role as inclusive public institutions.