This analysis uses the Festival Online MuseumWeek as an object of study, and its scientific and cultural communication action promoted in Online Social Network Services. It describes aspects related to the informational content of posted messages and the possible factors that provide communicational approximation between institutions and society, as well as the potential for communication that actions such as the one studied can have when combined with the power of propagation that Information and Communication Technologies.

This is a qualitative, exploratory, and descriptive investigation that uses messages from the Instagram service for a brief analysis of interactions during the event in 2021. It was concluded that MuseumWeek’s actions in Online Social Networking Services approach the public into direct contact with cultural producers and institutions, promoting science and reinforcing the scientific and social dialogue.

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