Resumen

SILVEIRA, Ada Cristina Machado  y  BAYER, Luiza Gutheil. Mediatization and public museums. Communicative mutations in the socio-climate crises. Inmediac. Comun [online]. 2025, vol.20, n.1, e204.  Epub 01-Jun-2025. ISSN 1510-5091.  https://doi.org/10.18861/ic.2025.20.1.3933.

The article addresses the mediatization of the museum agency's communication in the face of the socio-climatic crisis, taking as an object of analysis the performance of the State System of Museums of Rio Grande do Sul (SEM/RS) on Instagram during the extreme climatic events of May 2024. We reflect on the incidence of technologies and new digital culture in an environment that has historically been dedicated to caring for and honoring collections that, since the emergence of the public sphere, have been conceived as exemplary superlatives and typical of analogue culture. We address the communicative mutations of museums, conceived as traditional institutions, in their movement towards digital platforms during this period. The analysis and reflection provide an initial approach and show that the digital strategy achieved its objectives by engaging the public and volunteers, but without deepening debates on public policies. The study highlights that there is much to be explored in the context of the use of social media networks by the museum agency in the daily life of museums affected by climate change; and demonstrates the importance of digitizing museums and using social networks in expanding the reach of museum communication, especially in crisis contexts.

Palabras clave : mediatization; museum communication; socioclimatic crisis; communicative mutations; digital platforms.

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