The communication strategies implemented by the museums after the COVID-19 health crisis implied the closure of the institutions to the public. Hence the need to contrast how Ecuador, Spain and Peru acted by highlighting the culture and heritage available to the population. The exploratory study was approached through mixed content analysis. The actions implemented by museums in the context of the pandemic were classified and they categorized, taking into account the type of content and resources deployed to reach the public. Finally, focus was placed on identifying UNESCO’s strategic areas of action. The supranational trend registered changes depending on the situation of each country. In this sense, it was noted that the actions deployed from Spain were in line with international reports. From Ecuador and Peru, the ‘Digital Activities’ and the ‘Activities on Social Networks’ ...

Las estrategias de comunicación implementadas por los museos tras la crisis sanitaria del COVID-19 enfrentaron el cierre de las instituciones de cara al público. De allí la necesidad de contrastar cómo Ecuador, España y Perú actuaron para poner en evidencia la cultura y el patrimonio al alcance de la población. El estudio exploratorio fue abordado desde el análisis de contenido mixto. Se clasificaron y categorizaron las acciones implementadas por los museos en el contexto pandémico, tomando en cuenta el tipo de contenido y los recursos desplegados para llegar al público. Finalmente, se abocó a identificar las áreas estratégicas de acción de la UNESCO. La tendencia supranacional registrada cambia en función de la situación de cada país. En este sentido, se advirtió que las acciones desplegadas desde España entraron en adecuación con los informes internacionales. Desde ...

The communication strategies implemented by the museums after the COVID-19 health crisis implied the closure of the institutions to the public. Hence the need to contrast how Ecuador, Spain and Peru acted by highlighting the culture and heritage available to the population. The exploratory study was approached through mixed content analysis. The actions implemented by museums in the context of the pandemic were classified and they categorized, taking into account the type of content and resources deployed to reach the public. Finally, focus was placed on identifying UNESCO’s strategic areas of action. The supranational trend registered changes depending on the situation of each country. In this sense, it was noted that the actions deployed from Spain were in line with international reports. From Ecuador and Peru, the ‘Digital Activities’ and the ‘Activities on Social Networks’ ...

This article compares the strategies between nine museums in Ecuador, Spain and Peru to address the educommunication activities developed as a result of the 2020 pandemic. Focused on content analysis, the research takes into account the activity of their web pages and the interaction on their social networks. The results show that in Spain informative and informative actions prevailed, while Ecuador and Peru focused on cultural and educational ones. The most relevant contents were oriented to the teaching-learning of heritage, mainly through the development of webinars and online conferences.