sus ainabili y
A icle
Educommunica ion and A chaeological He i age in I aly and
Spain: An Analysis o Ins i u ions’ Use o Twi e ,
Sus ainabili y, and Ci izen Pa icipa ion
Sil ia Ga cía-Ceballos 1,* , Pila Ri e o 1, Sebas ián Molina-Puche 2and Iñaki Na a o-Ne i 1


Ci a ion: Ga cía-Ceballos, S.; Ri e o,
P.; Molina-Puche, S.; Na a o-Ne i, I.
Educommunica ion and
A chaeological He i age in I aly and
Spain: An Analysis o Ins i u ions’
Use o Twi e , Sus ainabili y, and
Ci izen Pa icipa ion. Sus ainabili y
2021,13, 1602. h ps://doi.o g/
10.3390/su13041602
Academic Edi o : Eloy
López Meneses
Recei ed: 22 Decembe 2020
Accep ed: 1 Feb ua y 2021
Published: 3 Feb ua y 2021
Publishe ’s No e: MDPI s ays neu al
wi h ega d o ju isdic ional claims in
published maps and ins i u ional a il-
ia ions.
Copy igh : © 2021 by he au ho s.
Licensee MDPI, Basel, Swi ze land.
This a icle is an open access a icle
dis ibu ed unde he e ms and
condi ions o he C ea i e Commons
A ibu ion (CC BY) license (h ps://
c ea i ecommons.o g/licenses/by/
4.0/).
1Depa men o Speci ic Didac ics, Facul y o Educa ion, Uni e si y o Za agoza, Calle de Ped o,
50009 Za agoza, Spain; p i e o@uniza .es (P.R.); inakina a o@uniza .es (I.N.-N.)
2Depa men o Didac ics o Social Sciences Facul y o Educa ion, Uni e si y o Mu cia, 30100 Mu cia, Spain;
[email p o ec ed]
*Co espondence: sgceballos@uniza .es; Tel.: +34-876-554-865
Abs ac :
Imp o ing he i age educommunica ion on he web 2.0 is key o eaching ce ain sus ainable
de elopmen goals ocused on educa ional quali y and ci izen pa icipa ion. Al hough nume ous
pa ial s udies ha e al eady been conduc ed, o da e nei he assessmen ools no de ailed s udies a e
a ailable ega ding he quali y o educommunica i e ini ia i es. Spain and I aly’s a chaeological
he i age museums ha e a consolida ed ack eco d on Twi e , which has been bols e ed by museum
closu es due o COVID-19 and has esul ed in a signi ican change o hei educommunica i e policies.
The p esen a icle aims o analyze educommunica i e ac ions unde aken on Twi e a I alian
a chaeological museums, compa e hei s a egies wi h a p e ious s udy on Spanish ins i u ions, and
analyze o wha deg ee he sus ainabili y o he i age, ci izen pa icipa ion, lea ning oppo uni ies,
and uni e sal access a e being p omo ed. This mixed me hod analysis was ca ied ou h ough
he implemen a ion o a web 2.0 he i age educommunica ion analysis ool ocused on h ee key
ac o s: educa ional p ocedu e, R-ela ional in e ac ions, and he p e ailing lea ning pa adigm, as
well as a con en analysis o he a iables ha comp ise hem. The key indings sugges ha nei he
coun y is close o achie ing a quali y educommunica i e s a egy. I alian a chaeological he i age
ins i u ions use Twi e simply as an ad e ising pla o m. Despi e being a social media pla o m,
pa icipa i e ini ia i es a e sca cely p omo ed, al hough he i age sus ainabili y is p omo ed h ough
aising awa eness o conse a ion and app ecia ion. Spanish ins i u ions, howe e , demons a ed he
opposi e pa e n o use.
Keywo ds:
a chaeological museums; COVID-19; wi e ; he i age educa ion; educommunica ion;
sus ainabili y; ci izen pa icipa ion
1. In oduc ion
Cu en ly, we li e in a con ex o cons an connec ion, wi hou space o ime, whe e
communica ion u ilizes bo h he a ional and he emo ional hemisphe es o he b ain in
close and pe manen connec ion. Human beings a e connec ed o a communica i e and
mul isenso ial ela ionship ecosys em wi hou coo dina es, which b ings oge he o ma s,
gen es, mediums, and con en [
1
]. Due o he p esen si ua ion, we ind ou sel es in a
highly digi al en i onmen , which should be explo ed om he di e se an age poin s o
esea ch. This en i onmen allows us o open up new a enues o eaching and b inging
socie y close [
2
], in addi ion o p o iding a channel o accessible mass communica ion [
3
].
This p omo es in e ac ion be ween use s and he c ea ion o cybe communi ies, in he
s ic es sense o oo s and i ual communi ies [
4
,
5
] o digi al communi ies o p ac ice [
6
].
This has e en been desc ibed as a space o syne gy wi h a collabo a i e app oach [
7
] and
o co-c ea ion as a key elemen in sus ainabili y [
8
]. Fo hese ac ions o ake place, he i age
educommunica ion h ough social ne wo ks is essen ial [
9
] as a channel ha b ings socie y
Sus ainabili y 2021,13, 1602. h ps://doi.o g/10.3390/su13041602 h ps://www.mdpi.com/jou nal/sus ainabili y
Sus ainabili y 2021,13, 1602 2 o 25
close o, e eals, and a emp s o make he i age unde s ood, as well as o alue, enjoy, and,
ul ima ely, educa e socie y abou he same. In a con ex whe e i ualiza ion makes sense
and physical limi s a e clea , ac ions o achie e op imum esul s om p oposed objec i es
mus be e alua ed.
Educommunica ion on he web has become undamen al in ecen yea s [
10
], and
he p esen public heal h c isis has necessa ily bols e ed adop ion [
11
]. In he ma e a
hand, educommunica ion canno be isola ed since eaching cul u e, he i age awa eness,
and, as indica ed by Uni ed Na ions Educa ional, Scien i ic and Cul u al O ganiza ion
(UNESCO) [
12
], he p omo ion o li elong lea ning as a ans o ma i e ac o ha p omo es
a mo e pa icipa i e, mul icul u al, and sus ainable socie y, equi es ins i u ions o es ab-
lish new educa ional and communica ion policies. These mus a o knowledge sha ing
and app oxima ion wi h socie y ega ding he con en hey possess and p omo e, whe e
ne wo ks se e as an ally o he i age educa ion in a uni e sal space and con ex [13].
O e he las decade, he numbe o s udies ocused on he use o social ne wo ks has
inc eased, while we ind ou sel es in a changing wo ld in cons an e olu ion ha mus be
s udied. Social ne wo ks o e an inc easing numbe o ways o consume museums’ cul u al
o e ing [
14
] as a means o sociocul u al cons uc ion and as a ool o media co e age o
cul u al and his o ical he i age [
15
]. The e is o e a decade o wo k in his line o esea ch
in Spain [
16
–
21
], bu web 2.0 he i age educommunica ion is a opic o in e na ional in e es ,
as shown by s udies om I aly [
22
–
24
], Denma k [
25
,
26
], Po ugal [
27
], G eece [
28
], he
Uni ed Kingdom [
29
,
30
], and he Uni ed S a es [
31
,
32
]. Likewise, he e a e wo ld- enowned
ins i u ions ha ha e p oduced a ious epo s [
33
–
36
] ha ep esen a s a ing poin o
his esea ch.
Acco ding o he [
33
], in 2020 he e we e abou 95,000 museums a ound he wo ld, 60%
mo e han in 2012. The dis ibu ion o hese ins i u ions on he plane is e y une en and
his can be seen in he Repo on he Implemen a ion o he 2015 UNESCO Recommenda ion
conce ning Museums and Collec ions. This s udy highligh ed he unequal access o he
In e ne a ound he wo ld, which has o ced he sec o o join a global digi iza ion policy
ocused on aspec s such as he digi iza ion o collec ions, an imp o emen in in en o ies, a
minimum in in as uc u e o scanning and ca aloging, In e ne access, e c., [34].
This g adual change has been s ongly shaken h oughou 2020 by he COVID-19
c i-sis, a which ime, acco ding o his epo , some 85,000 ins i u ions a ound he wo ld
ha e been o ced o close hei doo s and eac quickly in de eloping i s online p esence,
which, on he o he hand, did no hing bu highligh he exis ing digi al di ide wo ldwide;
only 5% o museums in A ica and Small Island De eloping S a es (SIDS) ha e been able
o de elop con en online [
33
]. These da a a e co obo a ed by he epo p epa ed by
he In e na ional Council O Museums (ICOM), in which almos 900 esponses p o ided
by museums and p o essionals a ound he wo ld a e collec ed, in which, despi e he
imp o emen in digi al ac i i ies compa ed o p e ious yea s, he esul s inc eased he
deep egional di e ences since he younge museums o hose wi h mo e agile s uc u es,
especially in Asia, A ab coun ies, La in Ame ica, and he Ca ibbean seem o ha e been
he mos a ec ed egions [35].
This e o made by museum ins i u ions due o he COVID-19 c isis has ollowed
he line s a ed in 2015 by UNESCO [
34
], which no only unde lined he essen ial ole
played by museums in he cul u al sphe e, bu also i s impo ance as an engine o p og ess
and social well-being bo h in educa ion and in he use o in o ma ion and communica ion
echnologies [33].
The e o e, he ele ance o his s udy ( ega ding he subjec ) lies p ecisely in he
ac ha eme ging ields need a p ocess o cons uc ion and se lemen based on de ined
s anda ds and an e alua ion ha can lead o hei imp o emen . The sho his o y o
educommunica ion in museums does no lea e many p e ious s udies, al hough he e a e
some in es iga ions ha add ess he p ocess o “humaniza ion” o “de-p o essionaliza ion”
in communica ion om he i age (in he oice o he p o essionals who gua d i , con-
se e, e c.) owa ds people [
37
]. This a icle is a con ibu ion o he ield o knowledge; I
Sus ainabili y 2021,13, 1602 3 o 25
a new educa ional scena io is imposed, i is no enough o be he e, bu a quali y ac ion
mus be ca ied ou so as no o pe pe ua e a bad p ac ice ha lacks signi ican educa ional
sense o ha is no es ablished in line wi h he Sus ainable De elopmen Goals (SDG). This
s udy seeks o know wha is being done and o wha ex en key ac o s o educa ion, social
pa icipa ion and sus ainabili y a e being p omo ed.
The P esen S udy
The p esen s udy alls wi hin he scope o a b oad Resea ch, De elopmen and
Inno a ion (R&D&I) p ojec unde aken by he ARGOS esea ch g oup ocused on web
2.0 he i age educa ion [
38
]. This ocus is based on unde s anding and analyzing he
educommunica i e p ocesses and s a egies ca ied ou on social media ne wo ks by
ins i u ions in he non- o mal a ena o social sciences and he i age educa ion, p incipally
museums [
11
,
39
–
41
]. Speci ically, he p esen s udy u he s a line o esea ch based
on he s udy o digi al a cheology he i age educommunica ion, as i is one o he mos
ep esen a i e in he ields o social sciences, and one o he mos abundan in digi al
esou ces, econs uc ions, augmen ed eali y, i ual eali y, and i ual ou s [42].
As in mos ields, digi al echnology has had a majo impac on a cheology, and
ecen s udies ha e aken in o accoun echnology managemen [
43
], as well as how
ins i u ions using his echnology communica e and educa e h ough social ne wo ks [
11
].
This la e s udy cons i u es a p eceden in i s analysis o educommunica ion ca ied
ou on Twi e by Spanish a cheology museums du ing COVID-19 (co ona i us disease);
howe e , I alian museums ha e always been a he o e on o a sys ema ic e iew o he
li e a u e on his opic [
3
,
22
,
24
]. Fo his eason, his s udy was expanded o compa e hese
educommunica i e s a egies.
Apa om i s geog aphic and cul u al p oximi y wi h Spain, I aly is a he op o
UNESCO’s lis o wo ld he i age si es [
44
]. Consequen ly, wi h such a ich he i age, I aly’s
communica ion and educa ion ac ions a e in he spo ligh . Some a icles ha e shown
ele an indings ha me i u he s udy: In an analysis o da a om 2011 o 2014, he
Vi ual Museum T ansna ional Ne wo k ( -mus ) ound ha 9 million people in I aly use
social ne wo ks o inqui e abou a and cul u e [
3
]. As a esul , i is wo h examining
whe he museums a e esponding o he educa ional ac o h ough social ne wo ks. I
was impo an o iden i y key a eas o u he ac ion in o de o pe o m a compa a i e
s udy o he esul s om bo h s udies. The ul ima e goal was o de e mine whe he all o
his accumula ed expe ience can es ablish I alian museums as an example o bes p ac ices
in educommunica ion h ough social ne wo ks and highligh possible simila i ies and
di e ences wi h o he coun ies ha had p e iously been s udied, such as he case o
Spain [11].
Apa om his main line o esea ch, he p esen s udy analyzed wo key ac o s
among he 17 goals o sus ainable de elopmen p omo ed by he Uni ed Na ions. The
i s deals wi h educa ional goal and he ‘p omo ion o li elong lea ning oppo uni ies’
(SDG4) [
45
] and he second e e s o ‘Sus ainable ci ies and communi ies’, speci ically, goal
4: ‘S eng hen e o s o p o ec and sa egua d he wo ld’s cul u al and na u al he i age’
(SDG11) [
46
]. To achie e bo h in en ions, wo ac o s mus be p esen in he s a egies
and hei con en : (1) he i age awa eness achie ed h ough he educa ional ocus and
objec i e, and he p e ailing ype o lea ning; (2) ci izen pa icipa ion, b ough abou by
he p omo ion o he R-ela ional ac o [
1
,
47
], such ha he in e ac ion should happen in a
bidi ec ional manne , encou aging pa icipa ion, e lec ion, he p ocesses o co-c ea ion,
and eedback. I expe iences a e signi ican , he use will es ablish links, ac i a ing he
chain o he i age awa eness [
48
] and, hus, he commi men and ca e necessa y o achie e
he i age sus ainabili y. The sus ainable de elopmen goals (SDG) a e a p io i y in he
2030 Agenda [
49
,
50
]. Likewise, hey encou age li elong lea ning which, like sus ainable
de elopmen , should be an a ea o de elopmen and ongoing awa eness o iew lea ning
no jus as a simple ool o p oduc i i y o consump ion, a he as an elemen o essen ial
pe sonal de elopmen [51].
Sus ainabili y 2021,13, 1602 4 o 25
Ul ima ely, his s udy a emp ed o answe he ollowing esea ch ques ion by way o
a mixed me hods in es iga ion: A e he I alian a cheology museums p esen on Twi e
pa icipa i e and educommunica ional en i onmen s whe e he i age sus ainabili y and
li elong lea ning a e p omo ed?
2. Ma e ials and Me hods
Al hough he e ha e been p io s udies o a simila na u e o he one p esen ed
he e, hey ha e mainly ocused on de ined aspec s o communica i e ac i i y o speci ic
e en s such as museum nigh [
52
] o Museum Week [
11
,
22
,
23
], o a gene ic pe spec i e no
cen e ed speci ically on educommunica i e aspec s [
53
]. In his sense, he main con ibu ion
o ou s udy is he de ailed analysis o con en wi h an educa ional pu pose o de e mine
wha is being done and how i is being done a a cheology museums in o de o iden i y
weaknesses wi h he goal o imp o ing educa ional quali y on he web. The ollowing
wo king me hod was es ablished o achie e his goal: (1) The mos widely used hash ags
empo a ily es ablished by each o he ins i u ions wi h educa ional con en we e selec ed
using a me ic analysis ool o Twi e ac i i y [
54
], which allowed o he nume ical
eco ding o ac i i y s a ing om he da e he accoun was c ea ed; (2) The con en o he
wee s was analyzed h ough he implemen a ion o a web 2.0 he i age educommunica ion
analy ic ool (I-EP2.0) [
11
]. This ool (see Table 1) uses a comp ehensi e analysis sys em
ocused on h ee ac o s: (1) he p edominan educa ional objec i e om he message,
(2) he ‘R-ela ional ac o ’ [
1
] inco po a ed o encou age ci izen pa icipa ion, and (3) he
p e ailing s yle o lea ning p omo ed. S a ing om hese ac o s, he educommunica i e
ac ions ca ied ou by he ins i u ions s udied we e assessed, and he deg ee o which he
ac o s in ol ed in he i age sus ainabili y—ci izen pa icipa ion and he i age awa eness—
we e p omo ed was analyzed.
Table 1. Analy ical ool o he i age educommunica ion on he web 2.0.
VARIABLES INDICATORS DESCRIPTORS
1. Pu pose o he message
(He i age Educa ion)
1.1 Pu ely ansmissi e, o make
in o ma ion known
The main objec i e is o in o m and b ing a museum’s
collec ion close o he public by con ex ualizing he
wo ks o any o he academic da a ela ed o a wo k.
1.2 Pa icipa o y and in e ac i e p oposals
The main objec i e o he pos is o spu he
pa icipa ion-in ol emen o In e ne use s
1.3 Gi e ools o unde s anding The pos mainly p o ides con en o a e lec i e na u e.
1.4 P omo es alues o s ewa dship,
p o ec ion and espec
T ies o in ol e he public so ha he i age can come o be
unde s ood as an ac i e pa o socie y.
1.5 Enjoy and ans e
In ol es use s o in eg a e hem in o he museum’s
ac i i ies, p ojec s, con es s, webques s, e c., enjoying
he p ocess.
1.6 Non-applicable I has no any he i age educa ion pu pose
2. R-ela ional Fac o
2.1 In e ac ion (demons a i e) Type o in e ac ion: beha iou al, ques ion-answe
(quizzes, i ia, passwo d, e c.).
2.2 Re lec ion (In e p e a i e) Th ough ques ions, os e s a c i ical dimension,
helps o in e p e .
2.3 Co-c ea ion (Cons uc i e) T ans o ma i e, c ea i e, collabo a i e.
2.4 Non-applicable Does no seek pa icipa ion.
3. Dominan lea ning ype
3.1 Beha iou ism
The e is a ques ion asked by he ins i u ion ha awai s
he public’s answe ; he e is a ques ion-and-answe
dynamic (passwo d).
3.2 Cogni i ism The Twee i sel indica es whe e he answe is
3.3 Cons uc i ism
Di ec ly challenges use s; appeals o socializa ion, he
exchange o pe sonal expe iences and mixes p e ious
knowledge wi h he cu en con ex .
3.4 Connec i ism
I joins he ini ia i e o ano he ins i u ion a he same
ime ha i connec s a cu en issue wi h an educa ional
elemen o i s collec ion; ci es ano he ins i u ion, uses a
speci ic appea ance hash ag (a daily opic, no hing
scheduled o pe iodic).
3.5 Non-applicable I is an ad e isemen o eply o ano he accoun
Sus ainabili y 2021,13, 1602 5 o 25
The unique ci cums ances o he COVID-19 pandemic, such as physical museum
closu es o heal h easons, bols e ed ac i i y on he web 2.0; as a esul , hese ci cums ances
se he empo al na u e o he analysis.
2.1. Objec i es and Resea ch Ques ions
To answe he p e iously s a ed esea ch ques ion, he gene al objec i e (GO) was o
analyze I alian a cheology he i age ins i u ions’ educommunica i e ac i i y on Twi e , wi h
special a en ion paid o he i s semes e o 2020 when popula ions we e on lockdown due
o he COVID-19 pandemic, and o compa e he esul s ob ained wi h Spanish museums
based on he ac o s inco po a ed in he SDGs o sus ainable he i age, ci izen pa icipa ion
and awa eness, and li elong lea ning.
Likewise, he ollowing speci ic objec i es (SO) we e es ablished:
SO1. Quan i y Twi e ac i i y gene a ed by I alian a cheology and open-ai museums
du ing he lockdown due o COVID-19.
SO2. Analyze educommunica i e ini ia i es using hash ags c ea ed by museums
based on he objec i e o he message, he R-ela ional ac o , and he p e ailing ype o
lea ning o he ini ial mon hs o he heal h c isis.
SO3. Compa e he educommunica ion ca ied ou on Twi e by I alian a cheology
museums and si es wi h ha ca ied ou by Spanish a cheology and open-ai museums.
SO4. De e mine whe he ins i u ions a e p omo ing sus ainable he i age ia sus-
ainable de elopmen goal numbe 11.4: ‘S eng hen e o s o p o ec and sa egua d he
wo ld’s cul u al and na u al he i age’ by means o educommunica ion on Twi e . O e all,
wo key ac o s we e conside ed: ci izen pa icipa ion and he i age awa eness.
SO5. Analyze o wha deg ee he chosen ins i u ions a e commi ed o Sus ainable
De elopmen Goal 4: ‘p omo e li elong lea ning oppo uni ies o all’.
2.2. Sample
The I alian a cheology ins i u ions we e selec ed om he o icial egis e o ‘Minis e o
pe i beni e le a i i àcul u ali e pe il u ismo’ (MiBACT) ollowing he sea ch c i e ia
below: “A ea A cheologica” (n = 414), “Pa co A cheologico” (n = 77) y “Museo, Galle ia
e/o acol a” (n = 372); in he la e , only hose ins i u ions ha included e minology
e e encing a cheology such as ‘A cheology Museum’ we e selec ed. This yielded a o al o
N = 863 si es o ins i u ions. Subsequen ly, he sample unde wen de ailed da a il e ing,
and all ins ances ha did no ha e an o icial Twi e accoun we e excluded. In he I alian
sphe e, his is a complex p ocess because managemen may be ei he public o p i a e,
and public managemen is u he bi u ca ed in o na ional and egional. This hinde s he
iden i ica ion o accoun s, since many a e cen alized unde one o icial gene ic egional
accoun [55,56]. The sample size was educed o n = 126 accoun s.
The nex selec ion c i e ion was he le el o ac i i y on he ins i u ions’ o icial Twi e
accoun s, whe e a consis en 3–5 wee s pe week was conside ed obus in educommu-
nica i e e ms. A e applying his la es c i e ion, he inal sample size was n = 41 o icial
Twi e accoun s (32.54% o he 126 accoun s iden i ied, only 4.75% o he 863 loca ions
and ins i u ions lis ed by he Minis y). Finally, hash ags used in a leas 10 wee s we e
included in he sample o analysis. Since he I alian lockdown las ed o 70 days, w i ing
a leas one weekly pos wi h he same hash ag was conside ed planned ac i i y. In o al,
40,641 wee s (26.94%) om I alian ins i u ions using a leas one hash ag we e analyzed.
The sample om a s udy ca ied ou on Spanish a cheology and open-ai museums
[11,40]
was used o he compa a i e analysis. The same p ocedu e o selec ion was ollowed.
O icial da a ob ained om he Spanish Minis y o Cul u e and Spo unde he heading
‘Di ec o y o Museums and Collec ions’ was used, and he sea ch e ms ‘a queológico’
and ‘de si io’ yielded N = 254 lis ed ins i u ions. S a ing om his igu e, he o icial
Twi e accoun s o each o hese ins i u ions we e sough , and a inal sample o n = 59 was
ob ained, ep esen ing jus 23.2% o he o al sample. Following he p e iously desc ibed
selec ion c i e ion (3–5 weekly wee s), a sample o only n = 31 Spanish ins i u ions showed

Sus ainabili y 2021,13, 1602 6 o 25
su icien ly consis en ac i i y o e he ime pe iod examined o indica e planned ac i i y
ha allowed o he iden i ica ion o signi ican examples o educommunica i e ini ia i es.
Fo he Spanish ins i u ions, a highe selec ion c i e ion o 40 wee s was used. On he one
hand, his was due o a longe social lockdown pe iod in he i s semes e o 2020 las ing
90 days; on he o he hand, he ac i i y be ween he mon hs o Ma ch and June 2020 had o
be epea ed be ween h ee and i e imes a week. Ul ima ely, 213,571 wee s, om n = 31
di e en Spanish ins i u ions ha we e ac i e o e he las i e yea s, we e analyzed. F om
his ac i i y, 52,408 (24.5%) we e w i en by he ins i u ions hemsel es using a leas one
hash ag which allowed hem o be ca ego ized in o speci ic hemes.
In summa y, n = 72 o icial Twi e accoun s om I alian (n = 41) and Spanish (n = 31)
ins i u ions in he ield o a cheology we e analyzed in his s udy. Be ween wee s wi h
o iginal con en , e wee s, and sha ed con en he e we e a o al o 364,448 wee s, whe e
only 93,049 (25.53%) we e w i en by he ins i u ions using a leas one hash ag (see
Figu e 1
).
Figu e 1. Diag am low.
3. Resul s
3.1. I alian A cheology He i age Ins i u ions in Figu es: Twi e Ac i i y
An ini ial analysis o he da a p o ided ini ial quan i a i e s a is ics on he ins i u ions:
he numbe o ollowe s, o e all ac i i y igu es, as well as wee s pos ed om he o al
o 3200. This allowed o he c ea ion o an analysis ool o each ins i u ion in o de
o de e mine he deg ee o communica i e p oduc i i y and o iginal ac i i y o each
in ela ion o i s mos equen ly used wee s and hash ags, which we e hen classi ied
acco ding o he p e ailing unc ion (see Table 2).
Sus ainabili y 2021,13, 1602 7 o 25
Table 2. The Twi e ac i i y o a chaeological and I alian open-ai museums. The able summa izes he numbe o ollowe s, ac i i y, and mos -used hash ags.
Museum Followe s Ac i i y Da es To al Ac i i y O iginal Twee s Mos Used Has ag/Func ion
Di ezione Regionale Musei dell’Umb ia 1323 Janua y 2018–Sep embe 2020 1546 1226 #io es oacasa
157 Twee s/Educa ional
Fondazione B escia Musei 4337 July 2016–Sep embe 2020 8569 2838 #B escia 137
Twee s/In o ma i e
MSidicinum 261 Feb ua y 2019–Sep embe 2020 762 108 #io adoalmuseo 6
Twee s/Educa ional
Musei Calab ia 3289 Decembe 2015–Augus 2020 974 486 #museoepa coa cheologico 19
Twee s/Educa ional
Musei dell’Umb ia 3807 May 2018–May 2020 9738 272 #Umb ia 29
Twee s/In o ma i e
musei dell’Al o Vicen ino 799 Ma ch 2012–May 2020 1773 1725 #Valdagno 2
Twee s/in o ma i e
Musei Molise 222 Ma ch 2017–July 2020 124 99 #Molise 11
Twee s/In o ma i e
Museo Ali e 360 Ma ch 2019–June 2020 775 89 #io adoalmuseo 8
wee s/Educa ional
Museo A cheologico di Cala ia 3434 Ap il 2018–Sep embe 2020 6288 1113 #MuseumWeek 38
Twee s/Educa ional
Museo A cheologico di F egellae
“Amedeo Maiu i” 104 Janua y 2019–Sep embe 2020 85 60 #Cep ano 6
Twee s/In o ma i e
Museo A cheologico Nazionale di Fi enze 8592 Ma ch 2014–June 2020 4264 2308 #MuseumWeek 144
Twee s/Educa ional
Museo A cheologico Nazionale di Napoli 8977 Decembe 2013–Augus 2020 871 518 #Napoli 92
Twee s/In o ma i e
Museo A cheologico Nazionale di
Pon ecagnano “Gli E uschi di on ie a” 1129 June 2017–Sep embe 2020 1573 544 #MAP 98
Twee s/ In o ma i e
Museo A cheologico Nazionale di Venezia 12,324 Augus 2012–Sep embe 2020 2973 2365 #maggioalmuseo 49
Twee s/In o ma i e
Museo A cheologico Nazionale di Ve ona 220 Augus 2017–Sep embe 2020 332 164 #wo kinp og ess 12
Twee s/In o ma i e
Museo A cheologico Sa dinia (Caglia i) 14,001 Ma ch 2018–Sep embe 2020 31,856 1816 # accon i 111
Twee s/Educa i e
Museo A cheologico Vi uale 4734 Janua y 2013–Augus 2020 3477 2000 #Fes i alMemo ia 457
Twee s/In o ma i e
Sus ainabili y 2021,13, 1602 8 o 25
Table 2. Con .
Museum Followe s Ac i i y Da es To al Ac i i y O iginal Twee s Mos Used Has ag/Func ion
Museo del Ca bone 4732 Ap il 2016-Augus 2020 8078 1070 #MuseumWeek 197
Twee s/Educa i e
Museo di Cab as 1329 Ap il 2014–May 2020 1201 1062 #museodicab as 159
Twee s/In o ma i e
Museo di Salo 309 Augus 2015–July 2020 685 581 #Salò81
Twee s/In o ma i e
Museo Eboli 173 Augus 2020–Augus 2020 84 12 #gioiellicampani 1
Twee /In o ma i e
Museo La inium 451 Decembe 2014–Sep embe 2020 96 96 #Pomezia 20
Twee s/In o ma i e
Museo Ma a. Ta an o-Puglia 4200 Janua y 2016–Sep embe 2020 2263 1893 #MA TA 238
Twee s/In o ma i e
Museo Regionale di Scienze
Na u ali di To ino 2896 Janua y 2015–Sep embe 2020 4739 2718 #ViaggioDellaMagen a 132
Twee s/In o ma i e
Museo Salinas. Pale mo 5668 July 2015–Sep embe 2020 4171 1009 l#es o iedi u inoi 207
Twee s/In o ma i e
Museosmc (An ica Capua) 234 May 2015–Sep embe 2020 899 892 # iaggioini alia 15
Twee s/Educa i e
Nu agheLosa (Pa co A cheologico Losa) 1569 Feb ua y 2013-Sep embe 2020 784 573 #Nu agheLosa 146
Twee s/In o ma i e
Pa chi Valco nia 1714 July 2012–June 2020 3331 1662 #Piombino 108
Twee s/In o ma i e
Pa co A cheologico dell’Appia An ica 1195 June 2018–Sep embe 2020 554 424 #appiaan ica 10
Twee s/In o ma i e
Pa co A cheologico di Os ia An ica 2271 Augus 2016–Sep embe 2020 1609 1234 # ediamociaos ian ica 86
Twee s/In o ma i e
Pa co A cheologico di Paes um e Velia 4394 Feb ua y 2016–Sep embe 2020 3422 1473 #Paes um 127
Twee s/In o ma i e
Pa co Colosseo 6678 No embe 2018–Sep embe 2020 4799 1506 #igio edìdelPA Co 87
Twee s/Educa i e
Pa co e Museo Genna Ma ia di Villano a o u
552 Decembe 2012–Sep embe 2020 145 135 # illano a o u 10
Twee s
Pa co Incisioni. G osio 493 June 2012–Feb ua y 2020 1045 1026 #Val ellina 17
Twee s/In o ma i e
Sus ainabili y 2021,13, 1602 9 o 25
Table 2. Con .
Museum Followe s Ac i i y Da es To al Ac i i y O iginal Twee s Mos Used Has ag/Func ion
Polo Museale Ab uzzo 384 May 2018–Janua y 2020 287 269 #Celano 33
Twee s/In o ma i e
Polo Museale della Basilica a 1005 Janua y 2013–May 2020 1474 1448 #DomenicalMuseo 8
Twee s/In o ma i e
Polo Napoli 10,487 Ap il 2016–Sep embe 2020 4469 663 #MuseumWeek 26
Twee s/Educa i e
Pompeii Si es 29,175 July 2017–Sep embe 2020 6223 1772 #Pompei 324
Twee s/Educa i e
Sis ema Museo 5974 Janua y 2019–Sep embe 2020 21,167 302 #Umb ia 33
Twee s/Educa i e
Si o UNESCO della Sa degna
(Fondazione Ba umini) 653 No embe 2013–Sep embe 2020 264 206 #Ba umini 22
Twee s/In o ma i e
Villa Mosaici Spello 1351 Feb ua y 2018–Sep embe 2020 3108 884 #VillaMosaiciSpello 190
Twee s/In o ma i e
Sus ainabili y 2021,13, 1602 16 o 25
Table 7. Analysis o wee s in ela ion o p e ailing lea ning ype.
Dominan Lea ning Type V.3
Coun y Museum Hash ag Twee s 3.1 Beha . 3.2 Cogn. 3.3 Cons . 3.4 Connec . 3.5 The e Is No
I aly
Di ezione Regionale Musei Umb ia #io es oacasa 157 17 124 3 1 12
Museo A cheologico Nazionale di
Venezia
#Minimami ibilia #Mone aSonan e
#Supiazzadal1596 22 0 20 0 0 2
Museo A cheologico Sa dinia (Caglia i)
#A cheobuongio no # accon i
#Lacul u anonsi e ma 109 0 97 1 2 9
Museo La inium #A cheoDel agli #Lacul u anonsi e ma 20 0 19 0 0 1
Sis ema Museo #Umb ia 12 0 10 0 0 2
Pa co A cheologico di Os ia An ica #io es oacasa 18 0 17 0 0 1
Polo Napoli #io es oacasa 18 0 18 0 0 0
museosmc (An ica Capua) # iaggioinI alia #io es oacasa 26 0 17 5 1 3
Pompeii Si es #Pompei #Pompeii 13 0 9 0 0 4
TOTAL 395 17 331 9 4 34
% 4.3 83.8 2.28 1.01 8.61
Spain
Conjun o Monumen al Alcazaba
de Alme ía#TuAlcazabaOnLine/#AlcazabaOnline 461 104 157 48 4 148
MARQ. Museo A queológico
de Alican e #queda eencasaconelMARQ 181 0 94 2 1 84
Medina Azaha a. Conjun o
A queológico #EnCasaConMedina 45 0 45 0 0 0
Museo Alhamb a #TuMuseoOnLine 36 1 33 0 0 2
Museo A queológico Có doba #Queda eEnCasa 60 0 58 0 0 2
Museo de Al ami a #Al ami aDesdeCasa 30 7 12 4 0 7
MAN. Museo A queológico Nacional #MANSiemp eCe ca 154 15 91 2 21 25
MNAR. Museo Nacional de A e Romano
#EnCasaconelMNAR/#LaCul u aEnTuCasa
53 0 37 4 3 9
MNAT. Museu Nacional A queològic
de Ta agona #elMNATaCasa 19 4 4 4 1 6
Museu de la his ò ia i de la cul u a de
Mallo ca. (Pollen ia) #MuseudeMallo caDesdecasa 138 0 98 0 37 3
TOTAL 1177 131 629 64 67 286
% 11.13 53.44 5.44 5.69 24.3

Sus ainabili y 2021,13, 1602 17 o 25
By choosing only hose hash ags wi h an ongoing educommunica i e s a egy o
he ime pe iod analyzed, he pe cen ages o wee s which included a leas one ype o
p e ailing lea ning we e subs an ially high: 91.39% o I alian ins i u ions and 75.7% o
Spanish ins i u ions. Despi e his, i should no be o e looked ha hese pe cen ages
ep esen a iny po ion o he o e all olume o exis ing ins i u ions: only 19 ins i u ions
o he 72 (26.39%) ha eco ded egula Twi e ac i i y. Howe e , he da a was much
mo e wo isome. O he n = 1117 si es and ins i u ions ca aloged in o icial da abases,
only n = 185 had an o icial accoun and ha e online isibili y. This is he s a ing poin o
es ablish educommunica i e s a egies: ha ing a digi al en i onmen . These 19 ins i u ions
ep esen 10.27% o he o al compa a i e sample o n = 185.
A e analyzing he lea ning ype, he esul s show ha he p e ailing ac i i y was
cogni i e. Ins i u ions simply p o ided in o ma ion abou a piece o an i em om hei
collec ions, a e y adi ionalis and educ ionis ision o he educa ional s a egy: da a
ans e . This ep esen ed 53.44% o he wee s o Spanish ins i u ions while i ep esen ed
83.8% o I alian ones. This indica o allows us o sugges , as was men ioned in Sec ion 3.2,
ha cul u al and museum ins i u ions a e, indeed, gene a ing “oppo uni ies o li elong
lea ning” (SDG 4), bu o he momen only an ex emely limi ed po ion o he exis ing
ins i u ions do so. Those ha we e ac i e, encou aged lea ning wi h ela i e equency
du ing his a ypical si ua ion whe e public places we e o ced o close, and online isi s
we e he no m. Ne e heless, hese eme gen educommunica i e s a egies only allow us
o alk abou an ini ial s a e o ac i i y in which ins i u ions we e being loca ed, bu no
abou quali y ac i i y ha makes use s awa e o he he i age hey possess. The ul ima e
goal o SDG 4 is quali y educa ion, and in o de o achie e ha , an imp o emen in
educommunica i e quali y is necessa y.
4. Discussion
UNESCO de ines cul u al he i age simul aneously as a good and a p ocess which
supplies socie y wi h a s eam o esou ces inhe i ed om he pas , c ea ed in he p esen ,
and ansmi ed o u u e gene a ions o hei bene i [
57
]. Cul u e and museum ins i u-
ions ha o igina ed om p i a e collec ions and e ol ed in o sa egua ding, conse a ion,
in es iga ion, and dissemina ion ha e a “co po a e social esponsibili y” [
58
]. This can
be unde s ood as a “se o ac ions ha an o ganiza ion s a egically execu es and com-
munica es h ough discou se a e assuming an ac i e commi men o con ibu e o he
well-being o he local and global en i onmen in a olun a y, c oss-cu ing, and las ing
manne , while in eg a ing in e es g oups’ isions, in ol ing i s sphe e o in luence, ensu -
ing he sus ainabili y o i s co po a e model, and achie ing con inuous imp o emen o
i s social, en i onmen al, and economic ac ions [
59
]. I he eby clea ly de ines hei social
commi men as exhibi o s.
Some global s udies abou ins i u ions’ coun e pa s, he ecipien , such as The Social
Media Family 2020 indica e ha nea ly 3.8 million in e ne use s (o an online popula ion
o close o 4.5 million use s) con i m hey in e ac on a leas one social ne wo k. To
unde s and he magni ude o hese igu es we can compa e hem wi h global da a: “48% o
he 7.75 billion inhabi an s o plane Ea h ha e a p o ile on a leas one social ne wo k”.
Tha is o say, nea ly hal he plane has a leas one accoun whe e hey can in e ac [60].
In he con ex o his s udy, acco ding o da a om We A e Social and Hoo sui e, in
Janua y 2020 he e we e 49.48 million in e ne use s (82% o i s popula ion), 1.2 million mo e
(+2.4%) han in Janua y o 2019. Rega ding social ne wo ks, a he s a o 2020 he e we e
35 million use s, an inc ease o 6.4% yea o e yea . This ep esen s a pene a ion o social
ne wo ks in I aly o 58% [
61
]. In Spain, o a o al popula ion o 46.75 million, he e we e
42.4 million in e ne use s (91% o i s popula ion). The da a show ha a ound 29 million
people a e ac i e on he web 2.0, whe e 62% a i m spending wo hou s daily on social
media ne wo ks, among hem Twi e (53%). Con e sely, wha is mos s iking, and a he
same ime dismaying, abou he igu es p o ided by he Spanish go e nmen [
62
], is ha
only 280,000 in e ne use s (0.7% o he o al popula ion and 0.9% o in e ne use s) con i m
Sus ainabili y 2021,13, 1602 18 o 25
hey egula ly in e ac wi h museums, lib a ies, and monumen s on social ne wo ks ha
is, he eal consume s o cul u e. In his espec , some esea ch [
63
] indica es demand o
cul u al goods mus be answe ed wi h a holis ic and a ac i e expe ience, a ask which
he same ins i u ions esponsible o p o ec ing and p omo ing he i age mus assume. In
addi ion o hese igu es, he empo al na u e o his s udy, which a o s an inc ease in
ac i i y on social ne wo ks, should be aken in o accoun . Acco ding o a mon hly analysis
o in e ne consump ion a a global le el, he e was a 47% inc ease du ing he COVID-19
pandemic, al hough his same s udy con i ms ha social ne wo ks did no achie e a le el
o pene a ion o 50% o he popula ion [
64
]. This s udy asse s he e was a 7.4% inc ease
in (321 million addi ional) in e ne use s be ween he mon hs o Oc obe 2019 and Janua y
2020 and a 12.3% inc ease in he ac i e use o social ne wo ks (453 million addi ional use s).
As epo ed by he au ho s o hese s udies, hese igu es indica e he la ges inc ease
since his da a collec ion began in 2011 [
60
] and demons a e ha cul u al and museum
ins i u ions ha e been able o each no only a la ge o e all ma ke due o he inc eased
le el o use s, bu also a ma ke which has been using social ne wo ks o a longe pe iod o
ime. I demand and he numbe o isi o s inc eases, ins i u ions need o espond, no only
quan i a i ely, bu quali a i ely. I is no a ques ion o pos ing be e numbe s, a he hey
mus c ea e a connec ion, signi ican lea ning, and a commi men o he i age sus ainabili y.
Be o e his s udy, we s a ed om igu es analyzed in he ICOM epo [
35
] o No em-
be 2020, which indica es ha 47% o he museums analyzed main ained hei ac i i y
on social ne wo ks; 41.9% claim o ha e inc eased hei ac i i y; and 3.8% con i med ha
hey had s a ed hei p esence on social ne wo ks as a esul o he o ced closu e. Based
on hese s a is ics, we hough ha p ac ically all he ins i u ions would be p esen in he
ne wo k and a signi ican pe cen age would be ac i e, howe e , he esul s ha e been a
om his hypo hesis, al hough hey ha e expanded hei educa ional o e in some cases.
Quan i a i ely, mos egions op ed o he use o p e ious digi al esou ces and g ea e
ac i i y on social ne wo ks, al hough i is wo h highligh ing he e o in Wes e n Eu ope
and No h Ame ica o c ea e new ac i i ies du ing con inemen [
33
]. E o ewa ded by
he signi ican inc ease in online isi s whe e he mos isi ed con en has been he social
ne wo ks o he museums and educa ional ma e ials [36].
Con inuing wi h he analysis o digi al spaces, he ins i u ions analyzed in he ICOM
epo [
35
] s a e ha 21.8% ha e s a dedica ed ull ime o digi al ac i i ies, while 56.8%
ha e s a dedica ed o digi al con en bu no ull ime. Economically, 29.4% o museums
dedica e be ween 1 and 5% o hei budge o digi al con en , 14.9% o museums be ween
6 and 10%, and 12% o ins i u ions mo e han 10%. On he o he hand, 19.7% dedica e
less han 1% o he budge o digi al ac i i ies. [
35
]. O hese igu es, acco ding o he
s udy ca ied ou by Ne wo k o Eu opean Museums O ganiza ions (NEMO), 3 ou o
5 museums ha e su e ed losses o EUR 20,300 pe week du ing con inemen , which has
had a di ec impac on he hi ing o s a o he o ced end o collabo a ions wi h olun ee
p og ams [
36
]. Cu en ly, 74.8% o he ins i u ions a e conside ing inc easing he digi al
o e and 76.6% a e conside ing e hinking hei s a egy [
35
]. This shows, om ou poin
o iew, a clea awa eness and possibly he beginning o a new s age in museum web
2.0 educommunica ion. I is also in e es ing o know ha 17.6% o he ins i u ions ha e
s a ed an online lea ning o e as a esul o he con inemen [
35
], some hing ha should
be obse ed, quan i ied, and analyzed in u u e esea ch ha om his line o esea ch is
al eady unde way de eloping ou in e na ionally.
Al hough he epo makes i clea ha absolu ely no all museum ac ions ha e been
coun ed, he epo p epa ed by UNESCO has coun ed mo e han 800 ac ions by museums
in esponse o he c isis h oughou he plane , demons a ing he impo ance o use o
in o ma ion and communica ion echnologies o he sec o , which has allowed hem o
ans o m many o he ac i i ies planned o 2020, om con e ences o exhibi ions, o digi al
o ma . O hese mo e han 800 ac ions, 27.4% we e p oduced in La in Ame ica and he
Ca ibbean, 26.6% in Wes e n Eu ope and o he s, 20.3% in Asia and he Paci ic, 16.6% in
Eas e n Eu ope, 7% in A ab coun ies, and 2.1% in A ica [33].
Sus ainabili y 2021,13, 1602 19 o 25
Following isola ed measu es aken by some Chinese ins i u ions due o physical
closu es in esponse o he public heal h c isis, I alian museums we e he i s o p omo e
o icial pla o ms on he web 1.0 and 2.0 [
22
]. Some o he ini ia i es included i ual isi s,
sho ideos made wi h d ones in emp y spaces wi h a mix o ilming esou ces, and he
use o humo in he museum o Venice, which, in connec ion wi h he pas , was eco ded
using pe iod masks ha we e also used o a oid con agion. Al hough I alian museums
signi ican ly inc eased hei ac i i y on Twi e in gene al [
22
], o he ins i u ions included in
he sample only hose ha we e p e iously using Twi e , such as he Di ezione Regionale di
Musei Umb ia, he Museo A cheologico Nazionale di Venezia, and he Museo A cheologico
Sa degna, displayed uly consis en and o ganized ac i i y. Al hough analysis o social
ne wo ks was no an objec i e o he p esen s udy, i comp ises his line o esea ch. A e
obse ing social ne wo ks as a whole, i is e iden ha COVID-19 was a signi ican boos
o he I alian cul u e and museum ins i u ions ha decidedly be on ca ying ou hei
ac i i y on Ins ag am o Facebook, lea ing Twi e o speci ic ac ions, such as Museum
Week, whe e hey had al eady been pa icipa ing assiduously.
Some s udies on he mos equen ly used apps indica ed in 2016 ha he use o
Twi e in I aly was a om he op i e, namely i was in 17 h posi ion in compa ison o
2nd o Facebook [
23
]. O he au ho s [
63
] indica ed ha exchange be ween museums and
hei isi o s was no su icien ly open (2017). Howe e , Spain has a i e o six-yea ack
eco d wi h his social ne wo k, which could pa ly explain he di e ence in he igu es
ob ained om he compa a i e analysis. Spanish museums ha e no ‘abandoned’ Twi e
as an educommunica i e en i onmen , al hough i is p ima ily used o in o ma ion o
ad e ising. The i s benchma k s udies conduc ed in Spain on museums and he in e ne ,
“lazos de luz azul” [
65
] and “La Educación Pa imonial. Teo ía y P ác ica en el Aula, el
Museo e In e ne ” [
48
], indica ed beginnings ocused on ad e ising and dialogue, and
he need o uly educommunica i e s a egies [
66
]. Mo eo e , some Spanish museums
ha e been pos ing on ne wo ks like Facebook wi h he same equency and o he same
quali y as has been he no m ac oss he globe [
67
]. A cheology ins i u ions had been
slowly en e ing he web 2.0 en i onmen [
11
] un il he poin whe e i has now become a
undamen al pa o hei communica ion plans and s a egies [
68
]. In addi ion o his well-
es ablished ack eco d on Twi e , he human componen mus be conside ed: pe sonal
ini ia i e. Museum pe sonnel a some ins i u ions ha e designed and implemen ed hei
own educommunica i e s a egies wi hou any limi a ions, ei he by hemsel es o wi h
he help o eams whe e economic and human cons ain s ha e pe mi ed [
39
,
68
]. Globally,
and wi h a lack o mo e conclusi e s udies, ins i u ions ha e a emp ed o adap o he
physical closu es in wo ways. Fi s , hey ha e assu ed museum s a o hei iabili y in
he sho e m [
69
,
70
]. Second, hey ha e iewed he si ua ion as an oppo uni y o c ea e a
new channel o deli e y o in e ne use s [71].
Pu ely analy ical s udies indica e ha wi hou me ics o measu e he capaci y and
esul s achie ed by ins i u ions ega ding engagemen , i is clea ha B i ish and Ame ican
ins i u ions ha e made a conce ed e o o p o ide a la ge quan i y, highe quali y, and
g ea e a ie y o con en o hei ollowe s, as well as o u u e isi o s [29].
The SDGs and he 2030 Agenda, oge he wi h ci izen pa icipa ion, i pe ec ly in he
web 2.0 ecosys em. The web 2.0 is de ined as an open and pa icipa i e web [
72
] whe e
he p esump ion is ha use s become exhibi o s and ecipien s a he same ime, e med
“emi ec” [
73
] in he same ashion as “p osume ”. Al hough he genesis o his concep is in
economics, con ibu ions om au ho s like Hen y Jenkins [
74
] helped o de elop i om
he pe spec i e o ansmedia s o y elling o desc ibe use s ha no only ecei e o exhibi
in o ma ion hey deem ele an , bu also ake he leap o a new gene a ion o con en .
In iew o he limi ed examples whe e ins i u ions called o a connec ion among hei
ollowe s o gene a e o ums o exchange in o ma ion, expe iences, e c., an in e es ing
p oposal would be o ins i u ions o explo e a communica i e s a egy whe e “Fo midling”
is g ea ly enhanced. Danish museums use his e m o exp ess a “connec ion be ween wo
pa ies”, and in he museum ield his is unde s ood no only as he ac ion o ansmi ing,
Sus ainabili y 2021,13, 1602 20 o 25
bu also as a ecip ocal exchange, in e p e a ions o meanings, and (in e )ac ions and
exchange [25].
In ligh o he esul s ob ained, i is clea ha he ins i u ions analyzed ha s ill use
Twi e as an educommunica i e en i onmen aim o inc ease awa eness o espec and
ca e o he i age, al hough no as a ma e o p io i y [
3
,
75
,
76
], excep in cases whe e he
o icial accoun belongs o an open-ai si e such as Pompeii o he Alcazaba de Alme ía.
Finally, we can conclude ha he ins i u ions analyzed, hough hey ep esen only a
small pe cen age o he o al numbe lis ed, ha e commi ed o uly educommunica i e
ini ia i es consis en wi h he es ablished SDGs and COVID goals du ing he i s phase
o he public heal h c isis. Addi ional s udies a e needed o de e mine whe he his
commi men o emo e lea ning in he ace o physical closu es will pay di idends in he
o m o highe numbe s o ollowe s and eedback; likewise, mo e s udies a e needed o
asce ain whe he he i age ins i u ions can se e as he d i ing o ce o he eme gence and
s eng hening o he i age cybe communi ies.
5. Conclusions
Since he Fa o Con en ion [
77
], he concep o he i age communi ies has been de ined
as “people who alue speci ic aspec s o cul u al he i age which hey wish, wi hin he
amewo k o public ac ion, o sus ain and ansmi o u u e gene a ions” (p. 2). We
belie e ha in oducing o ans e ing his concep o he web 2.0 enables us o alk
abou he i age cybe communi ies [
4
,
6
,
11
] whe e we no only conside sa egua ding o
p omo ing he i age bu also a anscenden al expe ience o li elong lea ning h ough
he exchange o in o ma ion and opinions in an online con ex [
7
], cha ac e ized by he
in e connec i i y and he p eeminence o he epheme al. While his seems o be con a y
o “li elong lea ning”, i should be seen as an oppo uni y o a museum o di e si y i s
o e , no only in e ms o p omo ion (exhibi ions, news, e c.) bu also in e ms o possible
hemes o p oposed collabo a i e ac ions (sha ing memo ies in he museum, ca ying ou
ac ions o ans o m he space by p oposing new pieces, e c.) and encou aging co-c ea ion
p ocesses [8].
The i s benchma k s udies conduc ed in Spain [
48
,
65
], allow us o e i y ha cu en
dynamics show how ins i u ions domina e language on ne wo ks hanks o ongoing
aining and he specializa ion o museum s a . Howe e , due o ime cons ain s [
66
], on
many occasions hese indi iduals ha e o ca y ou educommunica ion which is chie ly
ad e ising in na u e; ins i u ions simply gi e no ice o upcoming exposi ions, wo kshops,
and ac i i ies.
Some o he museum p oposals obse ed by he UNESCO epo [33] ha e been: he
use o p e ious digi al esou ces, he digi iza ion o ac i i ies al eady p og ammed o be
used du ing he lockdown, inc easing ac i i y on social ne wo ks, he c ea ion o speci ic
ac i i ies o he lockdown, he o ganiza ion o p o essional and scien i ic ac i i ies du ing
he lockdown, e c. This conce n o good p ac ices should no emain as a wa e igh
elemen when a physical closu e occu s in he ace o a supe ening si ua ion, his has
only been he p elude o a change ha needs o unde go a p ocess o ans o ma ion and
adap a ion h oughou he plane . The museum o e has al eady s a ed a p ocess ha
will inc ease i s digi al o e by adding mo e digi al esou ces and ools, bu which is s ill
in a e y incipien ield o achie e ou s anding educommunica ion. To highligh some
speci ic ini ia i es, Zü ich’s Museum o Digi al A (MuDA) o e ed s eaming classes i led
“C ea i e Co ona Classes” di ided by age, language, and subjec . The Thyssen Museum
in Spain o example op ed o digi ize he exhibi ion scheduled o 2020 “Remb and and
Ams e dam po ai u e, 1590–1760” also complemen ing i wi h an imme si e expe ience
o use s h ough he use o audio guides. The museum i sel has epo ed an inc ease in
isi s o 56% du ing he pe iod be ween 13 Ma ch and 13 Ap il 2020 compa ed o he same
pe iod in 2019 [36].
We canno o ge he undamen al ole ha museums play in p omo ing and de-
eloping social and ou ism, making hese ins i u ions an indispensable engine in he
Sus ainabili y 2021,13, 1602 21 o 25
de elopmen o sus ainable cul u al and economic policies a bo h he local and na ional
le els [
33
]. This new si ua ion has shown ha online con en is an absolu ely undamen-
al ex ension and complemen o he physical museum. Museums a e no isle s isola ed
om each o he , p ecisely in imes o c isis is when i is necessa y o be on ansna ional
collabo a ions ha allow lea ning om each o he [
36
]. Fo his eason, his s udy is jus
one example ha allows us o know he ac i i y o he coun ies in o de o know he
weaknesses and s eng hs ha each one con ibu es as e e ences o an educommunica ion
ha p e ails oday.
In e es ingly, he hi d mos se ious h ea o he ins i u ion acco ding o hose su -
eyed, a e no being able o eopen o no being able o a ac new isi o s, is losing
con ac wi h he [
35
] communi y, some hing ha web 2.0 allows o keep ac i e and whose
lines o ac ion mus be adequa e, meaning ul, and p o essionally ou lined in o de o
achie e he social and educa ional objec i es ha a e undamen al pilla s o cul u al ins i-
u ions. Some lines o ac ion ha he ARGOS esea ch g oup has been wo king on h ough
he analysis o educommunica ion and he eme gence o new delocalized pa imonial
cybe communi ies hanks o he cha ac e is ics o he digi al wo ld [11,39–41,78].
Ce ainly, museum isibili y on social ne wo ks h ough he c ea ion o o icial ac-
coun s has allowed hese ins i u ions o pene a e use s’ daily li es and o e hem he
oppo uni y o access museum con en a any ime and om any place [
79
]. Howe e , hey
seem o ha e o go en ha web 2.0 pla o ms like Twi e we e designed o be guided by
nodes o in e es [
80
] a oiding being imbued wi h he hizoma ic model o knowledge
ansmission [
81
], which is so cha ac e is ic o Twi e . I is di icul o ind examples o
ins i u ions ha , mi o ing socie y’s in ellec ual demands, p opose ac i i ies o new hemes
o acili a e o ums o discussion. This places us close o educommunica ion bu no ye
o he poin o awa eness and he signi ica ion o in e ac ions. We a e on he igh pa h,
bu he e is s ill a long way o go. I alian a cheology museums on Twi e , in gene al, do
no cons i u e a R-ela ional and pa icipa i e educommunica i e en i onmen . Ra he ,
hey con inue o pa icipa e on he web 2.0 as me e exhibi o s o he con en hey possess,
b inging o mind ha p imal unc ion o sa egua ding and exhibi ing; hey do manage o
inco po a e he SDGs in o hei educommunica i e objec i es, a leas mo e so han do
Spanish museums. Mo eo e , wo issues should be no ed. Fi s ly, he p esen s udy ocused
only on Twi e , so i canno be implied ha his educommunica ion is being ca ied ou
di e en ly on o he social media ne wo ks. Secondly, he sus ainabili y and pa icipa ion
componen s we e only me hanks o a ew benchma k ins i u ions ha made a di e ence.
Consequen ly, he landscape was no homogeneous in his ega ds. The ins i u ions ana-
lyzed con inue o pa icipa e on he web 2.0 as me e exhibi o s o he con en hey possess
b inging o mind ha p imal unc ion o sa egua ding and exhibi ing.
The objec i e is a om being me . An equilib ium be ween he pa ies mus be
eached, bu , p esen ly, we ace highly insu icien esul s ha mus be imp o ed in o de
o achie e quali y s anda ds and espond o social and echnological demands. The SDGs
analyzed in he p esen s udy—oppo uni ies o li elong lea ning, ca e and p o ec ion o
he i age, and ci izen pa icipa ion—can and mus be he h ee undamen al axes in u u e
educommunica i e plans o he cul u e and museum ins i u ions on Twi e .
Only i ins i u ions wo k o achie e he sequences ha e e o espec , ca e, and
owne ship can ue global awa eness o p o ec ing and sa egua ding he cul u al and
na u al he i age o he wo ld be c ea ed. Raising awa eness h ough hese objec i es,
es ablishing links h ough in e ac ion, and engaging use s h ough lea ning a e absolu ely
necessa y in his educommunica i e chain.
Au ho Con ibu ions:
Concep ualiza ion, I.N.-N., P.R., and S.G.-C.; me hodology, I.N.-N. and
S.G.-C.; so wa e, I.N.-N.; alida ion, P.R. and S.M.-P.; o mal analysis, I.N.-N.; in es iga ion, I.N.-
N. and S.G.-C.; da a cu a ion, I.N.-N.; w i ing—o iginal d a p epa a ion, I.N.-N. and S.G.-C.;
w i ing— e iew and edi ing, P.R., S.G.-C., and S.M.-P.; isualiza ion, S.G.-C.; supe ision, P.R.;
p ojec adminis a ion, P.R. and S.M.-P.; unding acquisi ion, P.R. and S.M.-P. All au ho s ha e ead
and ag eed o he published e sion o he manusc ip .

Sus ainabili y 2021,13, 1602 22 o 25
Funding:
This esea ch was unded by Go e nmen o A agón and Eu opean Regional De elopmen
Fund (ERDF), g an numbe RISS3-LMP18_18 “ARAGÓN OPEN AIR MUSEUM (2014–2020 Con-
s uyendo Eu opa desde A agón)”. Besides, his esea ch was unded by he Spanish Minis y o
Science, Inno a ion and Uni e si ies and EU’s ERDF g an numbe EDU2016-78163-R “Educomu-
nicación web 2.0 del pa imonio”. Mo eo e , his esea ch was unded by Uni e si y ins i u e o
Resea ch in En i onmen al Sciences o A agon (IUCA) and Resea ch G oup ARGOS, g an numbe
(S50_20R) and by Resea ch G an s o Mee Speci ic Needs o he Uni e si y o Mu cia, Modali y I,
g an ed by Rec o al Resolu ion o he 11/03/2019 (R-1208/2019). The unde s o his esea ch ha e
had no ole in he design o he s udy; in he collec ion, analyses, o in e p e a ion o da a; in he
w i ing o he manusc ip , o in he decision o publish he esul s.
Ins i u ional Re iew Boa d S a emen : No applicable.
In o med Consen S a emen : No applicable.
Da a A ailabili y S a emen : No applicable.
Acknowledgmen s:
This a icle has been possible hanks o he p ojec RISS3-LMP18_18 OPEN
AIR MUSEUM (Go e nmen o A agon and ERDF 2014–2020 “Building Eu ope om A agon”),
o he esea ch p ojec EDU2016-78163-R “Web 2.0 educommunica ion o he i age” (Minis y o
Science, Inno a ion and Uni e si ies o Spain and ERDF), he esea ch g oup ARGOS, he didac ics o
social sciences, ha has he suppo o he Go e nmen o A agon, FEDER (EU)–Fondo Eu opeo de
Desa ollo Regional- 2014–2020 and he Uni e si y Ins i u e o Resea ch in En i onmen al Sciences
o A agon (IUCA) o he Uni e si y o Za agoza. And o he Resea ch G an s o Mee Speci ic
Needs o he Uni e si y o Mu cia, Modali y I, g an ed by Rec o al Resolu ion o he 11/03/2019
(R-1208/2019).
Con lic s o In e es : The au ho s decla e no con lic o in e es .
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