Galleria Nazionale di Roma launches Instagram exhibition #ScrollTheExhibition

The Galleria Nazionale di Roma has launched #ScrollTheExhibition, a virtual exhibition on Instagram that allows visitors to explore the museum's collection via smartphone or tablet. The exhibition features 70 portraits and 36 finalists from the Museum Beauty Contest, with over 150 photos recreating the layout of the Salone Centrale. Works include portraits of Giuseppe Verdi, Mademoiselle Lanthèlme by Boldini, Jane Morris by Dante Gabriel Rossetti, and Klimt's Le Tre Età. This initiative aims to counter the low digital engagement of Italian museums, as highlighted by a recent study from the Osservatorio Innovazione Digitale nei Beni e Attività Culturali at the Politecnico di Milano. According to Istat, only 52% of museums have at least one social media account, and adoption of digital services for online and onsite collection access is below 20%. In contrast, international institutions like MoMA and the Louvre have millions of social media followers. However, Italian museums fare well in digital reputation: the Galleria Nazionale ranked first with a 91.7% positive sentiment among visitors between January and May 2016, according to a survey by startup Travel Appeal, which collaborates with Mibact.