Italian Museums Rethink Digital Strategies Amid COVID-19 Closure

Italian museums closed until April 3, 2020, under a government decree, have rapidly shifted to virtual visits and social media content. However, researcher Nicole Moolhuijsen argues these efforts mainly reach existing audiences, not new ones like the elderly. She proposes radio collaborations, paid online courses for foreign universities, and user-generated storytelling. The crisis, she says, demands sustainable digital strategies, new revenue models, and professional training in communication and accessibility. Moolhuijsen cites the BBC and British Museum's 2010 'A History of the World in 100 Objects' as a model for reaching diverse publics. She warns that free streaming is not a long-term solution and urges museums to rethink value attribution and engagement logic. The article, published on Artribune, highlights the need for accelerated change in museum organization and communication.