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While studies on popular culture have a vast understanding of the impact of the participatory culture on experts and expertise, there is a dearth of literature on the impact of Web 2.0 on museums, which are established authorities within the cultural field. We aim to answer the following research question here: who are the experts and what is the nature of their expertise in the museum blogosphere? In addition, we look at the spatial culture on these museum blogs and its role in shaping expertise. We address this question by conducting a content analysis on a sample of the top ten ranked museum blogs, and find that new experts have entered the playing field and expertise is constructed in the personal and social context of an entertainment–oriented blogosphere.
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