korRivero Gracia, María PilarJové Monclús, GloriaSebastián Novell, ClaraEducomunicación en las redes sociales de los museos en la era post covid: el paradigma co-creativoART-2021-149204Due to the global lockdown motivated by Covid-19 throughout 2020, the digitalisation processes of museums have been accelerated. During those months, the museums’ communication proposals on social networks were modified. Instead of focusing on attracting visitors to the museum, social networks began to have an educommunicative purpose in relationship with users; therefore, the relational factor acquired special relevance. However, this acceleration was not matched by a reflection of what that change actually meant. This article aims to elaborate on this necessary reflection to support what we have called the co-participatory paradigm of the educommunication of museums in social networks, which appears determined by a conception of the cybernetic space as a smooth and participatory space in which a generation of rhizomatic knowledge happens, thus becoming the prototypical new model of relationship between museum institutions and their public. This paradigm leads us to rethink the roles of museums and institutions while also challenging the very purpose of the museum, which is revealed in its digital space as social, reticular, heterotopic, panoptic, and enabling place in which co-creation is one of the keys to take action.2021http://zaguan.unizar.es/record/171117http://zaguan.unizar.es/record/171117oai:zaguan.unizar.es:171117info:eu-repo/grantAgreement/ES/MINECO/EDU2016-78163-RHeritage & museography 2021, 22 (2021), 8-21byhttps://creativecommons.org/licenses/by/4.0/deed.esinfo:eu-repo/semantics/openAccess