Danish online museum communication from a user perspective – Practices and Methodologies

This research project will study the museum web users, their understanding, precognition, and experience of the museum websites in connection to the museums’ intended digital communication. The project wishes to map and investigate the discrepancy between the behavior and understand9ing of the museum web users and the museums’ intentions in order to improve the museums’ communication. To do so, the project will explore and develop a methodology to measure and evaluate the effect of the museums’ digital communication concerning the web users.



The research project has two objectives



• To investigate, explore and analyze who the real users are, their preconceptions, experiences, and understandings of the museum websites (both web 1.0 and web 2.0 communication) compared to the museums’ intended communication in order to enhance and professionalize the museums’ digital communication



• To explore and develop a methodology to measure the effect of the museums’ digital communication – especially web 2.0 and social media – including mapping the challenges and problems. Additionally, the methodology also aims at corresponding kinds of digital cultural communication



The objectives will be examined, explored and discussed partly through empirical studies of the museum web users and partly through theory.