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  • Russian Museum Audience Research Based on the State Tretyakov Gallery, the Pushkin State Museum of Fine Arts and the Garage Museum

Russian Museum Audience Research Based on the State Tretyakov Gallery, the Pushkin State Museum of Fine Arts and the Garage Museum

Student: Feoktistova Sofia

Supervisor: Marina V. Polyakova

Faculty: Faculty of Creative Industries

Educational Programme: Data Journalism (Master)

Year of Graduation: 2018

In this paper, we carry out russian museum audience research based on the State Tretyakov Gallery, the Pushkin State Museum of Fine Arts and the Garage Museum. The study is justified by the fact that despite the growing popularity of museums, they do not attract the entire potential audience. The objective of the research is to reveal the differences between the real and virtual audience of russian museums of fine arts and offer recommendations for the attendance increase. The hypothesis is that the real and virtual audiences of russian museums do not completely coincide and museums can increase attendance if they make loyal virtual audience come to the museum. The main empirical method is the quantitative data analysis of the museum visitors accounts in the social network VKontakte. We also conduct quantitative data analysis of museum visitors studies, comparative data analysis of real and virtual audiences, content analysis of museum social media and content analysis of posts with museum mentions. We also interviewed museum experts and analyzed other museums experience and research. The scientific novelty acknowledged by the fact that we have identified similarities and differences between the real and virtual museum audience, developed a methodology for he museum subscribers accounts in social networks analysis and recommendations for the museum audience expanding . As a result, the hypothesis was not confirmed. Despite the fact that there are differences between real and virtual museum audiences, the differences are not significant so as museum attendance can be increased by the loyal virtual audience visits. The main recommendations for museums are following: constant audience research by qualitative and quantitative methods, teamwork to improve the quality of visitors experience in the museum, work with communities, intention for inclusion, creating motivation, using all communication channels and experience exchange with other museums.

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