Resumen

OLIVEIRA, Tatiane  y  RUAO, Teresa. From the "Collage Effect" to Strategic Communication in the Context of New Technologies: An Analysis of the Virtual Museum of Lusophony on Instagram. Vista [online]. 2022, n.9, e022006.  Epub 01-Mayo-2023. ISSN 2184-1284.  https://doi.org/10.21814/vista.4024.

New communication technologies have brought significant corporate organisation and communication changes. In this study, we present some of these transformations, particularly focusing on: the need for organisations to (re)establish symbolic connections within an environment with no physical presence and a reduced ability to create, exchange and maintain the organisational culture and identity. Thus, companies increasingly invest in new practices in social media to stand out in an environment loaded with images and noise where everything seems ephemeral and disjointed. Against the background of a fragmented society, we draw an analysis of the strategic communication of the Virtual Museum of Lusophony during its launch on Instagram. The research demonstrates the cultural organisation joined the social media essentially because it understood it was essential to achieve its purposes and, for coherence and consistency with the strategic communication, anchored by: (a) actions to create a visual pattern that consolidates the organisational identity; (b) a clear editorial line to publish images adding value to aspects of the organisation; and (c) practices implemented using the platform's interactive resources, towards an immediate increase in the engagement with the museum's audience and potential audience.

Palabras clave : strategic communication; new communication technologies; social media; Virtual Museum of Lusophony; Instagram.

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