Museums’ digital identity: key components

Museums have widely used digital technologies to expand their societal and cultural impact. In terms of their use of information technologies (IT), museums have evolved from initial experiments in the 1950s to a significant online presence today. In the process of digital transformation, museums have shaped their digital identity, aiming to expand their activities beyond museum walls with emerging new roles in the digital era. The concept of museums' digital identity is the focus of this paper. To articulate the concept, the theory of digital identity, the methodology of web history, the concept of virtual museums, and museum branding, are brought into consideration. The author articulates the concept of museums' digital identity and outlines a number of components at the collective and individual levels embodied in national strategies and policy documents relating to digital transformation, articulated in statements by museum associations, revealed in features of their online presence, and embedded in brand design. In the conclusion, the author raises questions about the driving force of museums in developing digital identity and the need to comprehensively analyse the multiplatform museum presence.