Pandemic, Post-pandemic and Podcasting in Museums: Comparison Study of the Most Visited Museums in Poland, Czechia and Slovakia (A Marketing Communications Perspective)

Abstract

The challenges posed by the COVID-19 pandemic prompted cultural institutions, including museums, to adapt to widespread closures. This study investigates the role of podcasts as a strategic tool for the most visited museums in Poland, Slovakia and Czechia during and after the pandemic. In the theoretical section, the paper discusses the emergence of podcasts, emphasising their marketing potential and role during the pandemic. The empirical part aims to identify the extent and nature of podcast integration by the ten most visited museums from each of the three monitored countries. The results show different approaches to the adaptation of podcasting in the observed space–time. Despite some differences, we also mapped similar trends. A crucial finding was that the end of the pandemic brought a certain modus vivendi of incorporating podcasting into museum activities, which can be framed as a normalisation, completing the lively development that took place during the pandemic.

Keywords

• podcasting
• museums
• marketing communications approach
• pandemic
• post-pandemic