BECOMING VIRAL: ARTISTIC ACTIVITIES AND THEIR RESPONSE TO DIGITAL TRANSFORMATION CHALLENGES

Culture in general and, specifically, the activity carried out by museums, art centers and artists, has undergone profound changes over the last decade, in its channels and strategies for social approach. The way in which digital transformation, common to our entire society, has affected this sector has not only enabled to strengthen the social function of museums towards their audiences, making artistic creation more accessible, as well as the connection of independent artists with society, but has proven to be a fundamental element of social cohesion and cultural development during confinement, providing new strategies and channels, and more sensitive and committed, sustainable, creative content, in times when physical presence, which is essential for cultural enjoyment, has been limited.