Museums in light of the communication of the SDGs via X:
study of its composition and impact
Keywords:
Brazil, Spain, Multimediality, Sustainable Development Goals, Social MediaAbstract
Museums, in addition to being spaces for conservation and exhibitions, play a social role that brings them closer to their environment and helps raise awareness about the challenges of today’s world. This research focuses on the Sustainable Development Goals, specifically on the communication shared by the main Spanish and Brazilian museums on “X” (formerly “Twitter”), regarding the five thematic axes of the United Nations program: People, Planet, Prosperity, Peace, and Partnerships, over the course of 2022. To this end, a content analysis was conducted on a sample of ten critical cases in which the composition, impact and conceptual dimension of the publications appearing in their respective official accounts were examined. The results reveal that the messages alluding to the Sustainable Development Goals are committed to multimodality, present a strong visual component, and incline clearly towards the “people” dimension. Likewise, it was found that the number of followers on “X” stimulates the interest of museums in addressing the Sustainable Development Goals in their digital communication.
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