文章基本信息

标题：“I ♥ Skagens Museum”: Patterns of Interaction in the Institutional Facebook Communication of Museums
本地全文：下载
作者：Ditte Laursen ; Christian Hviid Mortensen ; Anne Rørbæk Olesen 等
期刊名称：Museum and Society
电子版ISSN：1479-8360
出版年度：2017
卷号：15
期号：2
页码：171-192
DOI：10.29311/mas.v15i2.831
语种：English
出版社：University of Leicester
摘要：Facebook has often been hailed for affording participation and thus for representing an opportunity for institutions to interact with the public. However, research concerning how institutions are actualizing this communicative opportunity is still scarce. In this article, we seek to address this gap by investigating empirically how one type of institution, namely museums, and their Facebook followers, actually communicate. Our approach is innovative in combining analytical tools from speech act theory and Conversation Analysis (CA) to a corpus of activities from the Facebook pages of nine Danish museums of different types and sizes collected during eight consecutive weeks in 2013. This approach enables us to both investigate communicative actions as isolated speech acts and the micromechanics of the interaction that potentially arise from these actions. Our findings indicate that certain kinds of speech act are used more than others and that certain speech acts lead to more interaction than others. By analyzing a fairly standard example of museum/follower interaction, we show how different kinds of micro conversational dynamics play out. In light of this analysis, we ask what modes of participation the interaction affords and we discuss the implications of our findings for recent debates about how museums can adapt to the participatory paradigm underlying institutional Facebook communication. Key Words: Social media communication, Facebook, speech acts, conversation analysis, institutional communication, museums
其他摘要：Facebook has often been hailed for affording participation and thus for representing an opportunity for institutions to interact with the public. However, research concerning how institutions are actualizing this communicative opportunity is still scarce. In this article, we seek to address this gap by investigating empirically how one type of institution, namely museums, and their Facebook followers, actually communicate. Our approach is innovative in combining analytical tools from speech act theory and Conversation Analysis (CA) to a corpus of activities from the Facebook pages of nine Danish museums of different types and sizes collected during eight consecutive weeks in 2013. This approach enables us to both investigate communicative actions as isolated speech acts and the micromechanics of the interaction that potentially arise from these actions. Our findings indicate that certain kinds of speech act are used more than others and that certain speech acts lead to more interaction than others. By analyzing a fairly standard example of museum/follower interaction, we show how different kinds of micro conversational dynamics play out. In light of this analysis, we ask what modes of participation the interaction affords and we discuss the implications of our findings for recent debates about how museums can adapt to the participatory paradigm underlying institutional Facebook communication.