The public sector has embraced a user-orientation paradigm, which has expanded through the open and democratic medium of social media. Although the potential of this digital technology and its visible outcomes have been analyzed in previous studies, there is virtually nothing on the complexity behind its implementation. This paper uses a case study involving three Italian museums to explore how social media strategy is shaped and enacted through their day-to-day business and activity. Museums are an ideal field for this kind of research because of the central role played by cultural participation and social media's critical function in pursuing new audiences. The study reveals a deep change to practice, touching praxes and practitioner skills, and modifying strategies planned around the user's approach, in the duality between authoritative and democratic voices. The findings disclose an emergent heterogeneity that is mapped along social media practices and the various associations linked to the praxes, opening the way for future studies concerned with the link between a user's (traditional) physical experience on social media and the level of democracy in user engagement.

中文翻译：

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通过社交媒体塑造文化参与

公共部门已经接受了一种以用户为导向的范式，这种范式通过社交媒体的开放和民主媒介得到了扩展。尽管在之前的研究中已经分析了这种数字技术的潜力及其可见的结果，但几乎没有关于其实施背后的复杂性。本文使用一个涉及三个意大利博物馆的案例研究来探索社交媒体战略是如何通过他们的日常业务和活动来塑造和实施的。博物馆是此类研究的理想领域，因为文化参与和社交媒体在吸引新观众方面发挥着核心作用。该研究揭示了实践的深刻变化，触及实践和实践技能，并修改围绕用户方法计划的策略，在权威和民主声音之间的二元性。研究结果揭示了一种新兴的异质性，这种异质性与社交媒体实践和与行为相关的各种关联相联系，为未来研究用户在社交媒体上的（传统）身体体验与用户民主水平之间的联系开辟了道路订婚。