THE PROMOTION OF CULTURAL HERITAGE ON SOCIAL MEDIA: ANALYSIS OF X/TWITTER
Keywords:
cultural heritage, cultural heritage institutions, social media, X/X/TwitterAbstract
The development of information technologies and their global diffusion have caused radical changes in every sphere of life. The favoring of digital technologies was enhanced by the Internet, which evolved at an unprecedented speed. This trend was also reflected in the field of cultural heritage. In doing so, many programs have been designed and implemented that include the use of digital technology in promoting larger access to cultural heritage. One of the inevitable segments associated with the use of the Internet is social media. Social networks provide numerous opportunities, some of which are the exchange of opinions, socializing, gathering information and experiences on all topics. Even though the use of social media to spread knowledge about cultural heritage, as well as to effectively engage in dialogues for the preservation of cultural heritage has not been fully explored, still enabling communication between a large number of users, brings great potential for the promotion of cultural heritage.
This paper analyzes the representation of cultural heritage institutions in Macedonia on the X/X/Twitter social network. At the same time, in order to give a clear overview of the degree of their representation, their activities, the period of their access and last activity on X/X/Twitter, as well as the response of other users to their posts are analyzed. The performed analysis indicates that only a small number of cultural heritage institutions joined X/X/Twitter, while they were active only for a short period. Even though it may be necessary to revise their approach strategy on X/X/Twitter, such a situation indicates that the potential of cooperation with users, which would help in raising awareness of cultural heritage and its protection for generations to come, is not recognized between these institutions.
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