This volume is the natural 'evolution' of the previous work entitled "The contemporary museum, between tradition, marketing and new technologies" (Aracne, Rome 2011). The volume initially examines the phenomenon of the Internet, the multiple forms of digital divide and the role of Web 2.0 technologies in social-cultural life, with particular attention to the rise of a new branch of studies called netnografia. The research focuses on new technologies and their potential in field of cultural comunication and valorisation. Starting from the definitions of virtual museum and virtual exhibition, numerous examples of museums, museum websites, virtual museums and exhibitions are analyzed; then, the concept of 'participatory museum', the role of social networks in cultural communications and the user's (prosumer) participation in cultural production. The book describes devices and technologies applicable in the field of cultural heritage, from the website to handhelds, from multimedia installations to special effects. Technologies of 'intelligent labels' (RFID tags, QR codes, MS tags, Custom tags, ending with the NFC) are also analyzed and, in addition, the potential provided by social networks and geo-social networks. The volume concludes with an extensive review of many activities carried out by the Google in digitization of cultural heritage, from Google Maps to Google Art Project.

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