Abstract

The COVID-19 pandemic has forced, among the others, the onsite closure of museums and cultural sites. In this scenario, museums have continue their activity of valorisation of culture leveraging on social media as a preferred channel to enhance cultural participation. This study underlines the virtuous experience of Italian museums in adopting social media to enhance cultural participation during the lockdown. Starting from this experience, some reflections on the new normal for museums are advanced. These reflections include a phygital museum experience, an on demand experience and a more inclusive experience, especially with reference to millenials.