UFC Art Museum in the COVID-19 pandemic: the use of Instagram as a tool for mediating information

Introduction: The restrictions of face-to-face access in many social spaces due to the Covid-19 pandemic have brought a great challenge to organizations to interact and meet the needs of their audience. The use of social media has proven to be an important strategy, Instagram being one of the most used. Thus, museums also had to adapt to this new reality. This case study aims to investigate the use of Instagram made by the Art Museum of the Federal University of Ceará as a tool for mediation of information in the period from March to April 2021. Method: An exploratory literature review, data collection in the museum's profiles on Instagram and application of a questionnaire were carried out. The approach was qualitative, with exploratory purpose, and uses the case study as a method. A convergent analysis of the collected data was carried out, developing a description of the phenomenon.. Results: They present that Instagram was used as a recurring tool in the researched period and brought several positive results listed in the article for communication, interaction and fulfillment of the educational function of the Art Museum of the UFC with its users. Conclusions: Museums, while equipment that enable the interaction of users with diverse cultures, have adapted to the conditions arising from the health crisis of Covid-19, which raises reflections of restructuring the role of such units while essential to the education of the individual.