Análisis de contenido de la red social Facebook del Museo Municipal de Arte Moderno de la ciudad de Cuenca

Abstract

The preservation of Cultural Heritage in Ecuador goes beyond the restoration and exhibition of objects, as well as the recovery of cultural expressions, the main focus is to strengthen the link between people and these objects, and more importantly, with the intangible manifestations of heritage. The objective of the research was to analyze the content of the Facebook account of the Municipal Museum of Modern Art of the city of Cuenca, during the months of October and November 2022. A descriptive, explanatory field research was conducted, with a mixed approach, where the measurement instruments were the content analysis of the official Facebook account and interviews applied to the Director of the museum and the Coordinator of the Directorate of Communication of the Municipal Government of Cuenca, having as main findings, that in the research period there are only ten publications, of which 10% have interactions made by users of the social network, as for the interviews conducted revealed that it is necessary to establish effective communication channels in the coordination in internal processes. In conclusion, it is essential that the Municipal Museum of Modern Art has a communication plan and communication strategies and actions for the management of social networks, in order to encourage active participation, strengthen interaction with users, increase the interest and commitment of the audience with modern art.