According to Elizabeth Furze, influencers can make museums feel more relevant to young audiences since Gen Z responds positively to trusted human content over traditional ads.
JiaJia Fei raises concerns that influencer marketing may create a transactional atmosphere in museums, arguing that it conflicts with the authentic, non-commercial nature of these institutions.
The challenge for museums is whether to control the narrative themselves or allow influencers to shape it, risking misinterpretation in a fragmented media landscape.
Museums are facing broader challenges of pertinence in the rapidly changing media world, questioning how to engage new audiences while maintaining rigorous scholarship.
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