Promocija kulturne baštine na društvenim mrežama: Ispitivanje i definiranje mogućnosti baštinskih ustanova
Promoting Cultural Heritage on Social Networks: Analysis and Definitions of the Possibilities of Heritage Institutions

Summary/Abstract: Social networks have proven to be useful in disseminating information about events and services of heritage institutions, as well as one-to-one communication tools. It is possible to make cultural heritage institutions attractive to broader and more diverse audiences. Activities of heritage institutions through social networks can contribute in building an active online community of interest, while claiming and defining the relevance of the cultural heritage institutions at the same time. The purpose of this paper is to examine and define how heritage institutions mediate cultural heritage in the digital environment. The analysis covers the categories of representation, dissemination and user participation of cultural heritage, applying method of content analysis (Neuendorf, 2002) of the most popular social network Facebook in heritage institutions. It is expected that the results will define the way and the level of mediation of cultural heritage through listed categories, analysing the content on the popular social networks of heritage institutions.

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