Semantic Analysis of Cultural Heritage News Propagation in Social Media: Assessing the Role of Media and Journalists in the Era of Big Data

In the era of big data, within the intense environment of social media, the effective communication of cultural heritage initiatives is considered of equal or-in some cases-even greater importance than heritage data themselves. Media and journalists play a critical and in some cases conflicting role in audience engagement and the sustainable promotion of cultural heritage narratives within the social media environment. The aim of this study was to assess the role of media and journalists in propagating cultural heritage news through social media platforms, and the narratives they tend to create in the digital public sphere. A qualitative approach is employed as a means of examining in-depth specific narratives, their meaning(s) and connotation(s), using semantic analysis.