Communication 2.0 in Iberoamerican Cultural Websites

The new digital environment has changed the way information is transmitted and received. The user is the one who controls, dominates, manages and connects the contents in a non-linear way, creating the so-called open works through participation and interaction on digital platforms, which constitutes a challenge for cultural organizations in charge of cultural promotion. The objective of this article is to analyze the 2.0 communication of the websites of the governmental organizations in charge of cultural promotion in the 22 Ibero-American countries and its impact on web positioning. In order to achieve the objectives, a quantitative methodology is used to evaluate the websites using the Websites 2.0 Communication Evaluation Model. The researcher, a pioneer in the field, determines that cultural websites are not adapted to current needs and require restructuring to improve their web positioning.