MARKA ŞEHİR YARATMA SÜRECİNDE MÜZELERİN ROLÜ: ANKARA ÖRNEĞİ

Abstract

It is crucial to evaluate the usage practice of social networks in sustaining the urban brand. In this study, we discussed how museums as social memory spaces are subject to social network posts. The study is noteworthy because it gives an opinion about social network posts of museum visitors and determines the approach to museums in the formation of an urban brand. Accordingly, we examined the Instagram posts of social network users related to museums in Ankara via content analysis technic. We found that the posts shared were mainly photos, museums were the greatest data source for the corporate Instagram accounts according to sharing frequency and the museums were all foundation and private museums. Examining the purposes of sharing, we determined a multidirectional social media use in the dimensions of communication via announcement, publicity and informing. As a result of the study, we found that it is necessary to organize a campaign based on a specific motto to be shared by corporate accounts of museums, personal accounts of visitors and Instagram content producers to strengthen the positioning of Ankara museums related to the city.