Verso un «new normal» dei musei post-COVID 19: quale ruolo per il digitale?

The COVID-19 pandemic has forced, among the others, the onsite closureof museums and cultural sites. In this scenario, museums have continuetheir activity of valorisation of culture leveraging on social media as a preferredchannel to enhance cultural participation. This study underlines thevirtuous experience of Italian museums in adopting social media to enhancecultural participation during the lockdown. Starting from this experience,some reflections on the new normal for museums are advanced. These reflectionsinclude a phygital museum experience, an on demand experience anda more inclusive experience, especially with reference to millenials.