Mehrsprachigkeit und Digitalisierung in der Museumskommunikation am Beispiel des Projekts „Museo poliglotta“

Museums are developing new communication strategies in the context of increasing digitization, globalization, and diversification of their audiences. Mobile technologies, hybrid communication formats and rising expectations for interactivity are leading to a polyphonic museum narrative that involves visitors more closely and focuses on edutainment and cross-media experiences. At the same time, it is becoming clear that linguistic accessibility plays a central role in cultural participation: translations into English are not enough; rather, a multilingual, culturally sensitive communication provides to be a strategic key to the international positioning of museums. The “Museo poliglotta” project, embedded in the IGENI network, exemplifies how multilingualism can be implemented in digital museum communication. The analysis focuses on lexical, syntactic, and pragmatic features of Instagram Reels and Google Arts & Culture Stories about art contents in Italian, German, and English, also exploring translation challenges.