Resumo:
This work was carried out with the main objective of investigating the effectiveness of the Muse
Channel in mediating museum content for the digital public, using Instagram as the central platform
for dissemination and interaction. The associated objectives were to report on the theoretical
foundations used based on the theme; the actions developed since the Channel was built; the
strategies and challenges encountered during development. In order to expand mediation using
Instagram as the main platform, interviews were conducted with museum professionals and
questionnaires were made available to the digital public via an online form. Mapping of social
media profiles that already disseminate similar museological or cultural content, such as the
Instagram pages of the Museum of Archaeology and Ethnology of the Federal University of Bahia
(MAE) and Musealizemais, was used to establish a research methodology, so that it would be
possible to analyze and understand museological communication and cultural mediation with the
digital public proposed by these pages. This choice is justified by the fact that a digital TV channel
is versatile, innovative in terms of access, interactivity and compatible with new forms of
disseminating cultural content, as well as being an alternative for museums. After the audiovisual
recording of two episodes was completed, and the questionnaires provided. This work was carried
out with the main objective, questionnaires made available to Instagram followers, and it was
concluded that the Muse Channel has the potential for continuity, constituting an exciting and
promising media product.
