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Fine Arts Museum in Rio Uses Social Media Language to Attract Young Visitors

RIO DE JANEIRO, BRAZIL - Blending art with social media language increased visits to the National Museum of Fine Arts (MNBA) by 60 percent. The "Hashtags da Arte" exhibition selected forty pieces from the museum's collection and marked each one with stickers featuring keywords used in apps (Instagram, Twitter, Facebook) intermingled with the descriptions of the works. The method aroused young people's curiosity for art.

The exhibition was inaugurated in April of this year. In May, it welcomed 7,188 visitors against 4,473 over the same period the previous year. The success led the MNBA board to extend . . .

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