abstract: COVID-19 pandemic triggered radical changes and transformations in modern world, business, professional fields, communication including.In the wake of lockdowns and quarantines museums had taken a hit too.Museums had to remain accessible and visible, at least in the digital domain, therefore they had to shift to virtual realm, to offer digital services, to increase their activity in social media.Museums faced a number of challenges like dealing with global digital audience, cognitive modelling o
journal: Studia Linguistica