The Personality of the Influencers, the Characteristics of Qualitative Discussions and Their Analysis for Recommendations to Cultural Institutions

Social media usage is affecting peoples’ views through opinion sharing, a fact that has started to attract cultural institutions, as it is possible that this procedure can possibly be a part of a museum experience. As the main goal of a cultural institution is the maximization of senses stimulation, the device that is offered to the visitors’ hands everyday and every moment, becomes an important tool for the art spaces. In this notion we perform research on issues that can be of great importance for the museum’s online presence and attraction. We focus on establishing the personality of influencers related to culture, as well as the characteristics of qualitative discussions on the social media. Crosscult Project is an EU funded project, that aims to spur a change in the way European citizens appraise History, and sets that basis of our research as the experiments are conducted within its scope of. Through the experimental procedure, we collect information in order to define the character of the influencer and the substances of a “serious” conversation. “Serious” conversations are regarded the ones in which a cultural organization can participate actively and benefit from the participation. We present the results of our experimental evaluation and analyze how cultural institutions can benefit from the outcomes of our research.