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Abstract: Dialogic communication is being boosted by the strong development of the social web. The web 2.0 is generating significant changes in the manner that organizations engage in dialogue with their publics, opening the way towards the interactive communication. In this way, web 2.0 tools will foster the dialogic communication between museums and their publics. Through them, the relationship between museums and publics is changing towards more interactive and collaborative forms. The objective of this article is to assess the level of dialogic communication developed by museums on the Internet, by analyzing the use of web platforms and social web applications as tools for dialogic communication by 120 museums in Spain. Two key aspects of communication between museums and publics using the Internet were identified to that end: content management and interaction management. These aspects enable a matrix which makes a distinction between the phases of evolution of the institutional web communication. The results obtained show that the museums studied are predominantly in a phase of monologic communication with their publics. [Copyright &y& Elsevier]

The explosion of social web platforms has triggered the emergence of a new professional profile called community manager. The opportunities for graduates in library sciences to have access to these jobs are analyzed, taking into account the skills demanded in the current job offers and how Spanish universities have integrated them in their curricula. [ABSTRACT FROM AUTHOR]

The objective of our study is to measure the visibility of the Spanish press in Menéame, the most important social content manager in Spanish, during 2007 and the first quarter of 2008. To this end, the number of news items published in Menéame is counted and averaged with votes and comments received, focusing on the evolution of the five media with a greater presence; finally, the obtained ranking is contrasted with that of OJD Interactiva. The most represented newspaper is El País, followed by El Mundo and 20minutos and, farther behind, La Vanguardia and El Periódico de Catalunya. [ABSTRACT FROM AUTHOR]