Özet:

Instagram posts in the social media concerning the events held in the digital environments during the global Covid-19 pandemic by art museums, as exhibitors and preservers of artwork for a significant social and cultural mission, have been important with respect to digital public relations efforts. The study involves a comparative analysis of the comments under the Instagram posts of three private museums with the highest number of followers in Instagram, namely İstanbul Modern, Pera Museum and Sakıp Sabancı Museum, where comments were limited to the period between 10.01.2020-10.05.2020, covering the two months before and two months after 11.03.2020 when the first case was identified in Turkey. The study involved a textual analysis of the comments made for the Instagram posts of the museums both before and after the declaration of the pandemic using word cloud and tree method to find out what has been done with respect to agenda management in public relations and contribute to social sciences in this field. The comparisons made at the end of the research concluded that the positive comments made after the declaration of pandemic had increased as compared to the case before the pandemic, meaning that agenda management was a success.