Bonacchi C & Galani A (2013) Culturally engaged? A people-centred approach to understanding digital cultural engagement on social media platforms. Tyne & Wear Archives & Museums. Newcastle upon Tyne: Newcastle University.
First paragraph: Social media are increasingly adopted by museums, galleries and heritage sites (MGH) to connect with existing audiences and develop new ones. However, this practice is rarely supported by critical research, and a very limited understanding exists of the motivations for, modalities and values of accessing and experiencing MGH content and institutions via social media, particularly in the North East of England. The pilot project A people-centred approach
to understanding digital cultural engagement on social media platforms through the case study of Tyne & Wear Archives & Museum aims to address this gap in knowledge.