La comunicación digital en los museos de moda españoles: análisis de la presencia en las plataformas de social media ; Digital communication in Spanish fashion museum: analysis of the presence in the social media platform

[EN] The development of digital communication strategies in museums is no longer an option, but rather an obligation imposed by the audiences themselves. Although, before the pandemic, some museum institutions had begun their foray into social networks such as Facebook, Instagram and, at most, Twitter, with the arrival of COVID19, they were pushed to take on the challenge of communicating with greater emphasis on platforms. of social media. Thus, institutions such as the Museo Nacional El Prado took over Tiktok and, through visits to spaces hitherto unknown by users, tours guided by the museum's curators, even live experiences, managed to generate a lot of connection with their audiences, becoming a point of reference for other museums, both in Spain and internationally. But what is happening with fashion museums? How are they communicating? This research work analyses, qualitatively and quantitatively, the different initiatives undertaken by Spanish fashion museums to disseminate and publicize their activities. After a tour of the nine museum institutions dedicated exclusively to clothing, between January and June 2022, it is concluded that these museums have not yet undertaken, in a significant way, digital communication strategies in accordance with the new reality of communication and, therefore, therefore, its impact on audiences remains low. ; [ES] El desarrollo de estrategias de comunicación digital en los museos ya no es una opción, sino más bien una obligación impuesta por las propias audiencias. Si bien, antes de la pandemia, algunas instituciones museísticas habían comenzado sus incursión en redes sociales como Facebook, Instagram y, cuando mucho, Twitter, con la llegada del COVID19, se vieron empujadas a asumir el reto de comunicarse con mayor énfasis en las plataformas de social media. Así, instituciones como el Museo Nacional El Prado se apoderó de Tiktok y, a través de vistas a espacios hasta entonces desconocidos por los usuarios, recorridos guiados por los curadores del museo, hasta experiencias ...