Ethnographic map. European ethnographic, ethnological and cultural anthropological museums in the social media world
Ethnographic map. European ethnographic, ethnological and cultural anthropological museums in the social media world

Summary/Abstract: In recent decades, ethnographic and ethnological museums across Europe have been searching for new identities: changing their names, moving into new buildings, and reshaping their exhibition strategies, while increasingly emphasising dialogue, diversity, and ethical responsibility in their missions. But how do these shifts appear on social media – the space where most audiences now first encounter them? What do followers perceive about the institutions’ work and mission? This study analyses the social media activity of 49 European museums in May 2025, asking what kind of narratives these institutions construct about themselves. It highlights the differences between Western, Southern, Central, and Eastern European practices, and examines how museums seek to communicate the meaning, relevance, and contemporary role of ethnography in the digital sphere.

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