Hashtags como objetos de fronteira: uma análise da #MuseumWeek brasileira a partir da triangulação de dados

Abstract

The dissertation aims to identify Brazilian institutions and their interactions throughout the digital cultural event Museum Week in 2019. From a theoretical point of view, relations between the concept of boundary object and hashtags are established. To this end, we introduce folksonomy as a predecessor of the hashtag and we review the use of the concept in Information Science. Afterwards, we highlight Museums’ social function and the forms in which the Information and Communications Technology (ICTs) are employed as a tool to achieve these intentions. Initiatives that work toward strengthening museum-public relationship through the use of hashtags are then summarized. As an empirical qualitative and quantitative research, it is developed through data and source triangulation. The field is methodologically limited through digital ethnography and the automated data collection from Twitter is analyzed with an influence from Social Network Analysis. The use of digital research methods manifests through tools such as TweetScraper, Tableau Public and Cortext. From this point on, we present and analyze the relationships that emerge during the event through the use of the #museumweek hashtag, presenting interactions and other hashtags employed by users. As a consequence, it was possible to map the actors involved in the production of content, recognizing an articulation of the hashtag as a boundary object, interconnecting relationships during the event, even though there may have been some technical limitations throughout the research. Overall, the hashtag clearly occupies a functional role as an aggregation tool for the content tweeted during the event, however it ends up presenting diversified values as a form of manifestation from the social and cultural aspect, working towards the operationalization of certain themes, as well as the promotion and advertising of institutional and corporative projects and partnerships.