Digital gatekeepers and website visitors of the Acropolis Museum: revisiting gatekeeping theory in the cultural domain

Abstract

ABSTRACT Gatekeeping theory has evolved in recent years to encompass new patterns and influences in a rapidly changing digital environment. The boundary between creating and disseminating digital content is increasingly blurred, as organizations adapt both content and services to the shifting needs of their audiences. In the current case study, viewing museums as content and cultural news providers, we examine digital gatekeeping influences that lead online visitors to museum websites. Recognizing vast changes in gatekeeping patterns, we revisit Shoemaker and Reese's hierarchical gatekeeping model, but in a cultural news context where consumers have evolved as gatekeepers and gate checkers. As we survey a multitude of data in this descriptive endeavor, we trace various gatekeeping nodes that lead users toward museum content.