Out of the classroom, into the museum: Involving students in art criticism and cultural communication in Málaga

The aim of this article is to present the experience of an educational innovation project supported by the University of Málaga, which seeks to develop the professional skills of our undergraduate and postgraduate students in a city with a rich cultural scene. The students are directly involved with the cultural sector, applying what they have learned in the classroom, as well as through specific workshops. When necessary, the signing of agreements with museum institutions ensures the proper functioning of these collaborations. The communication strategies developed by the university journal Apuntes de Arte , which was founded in 2019 as part of this project, on the social media platforms X and Instagram are presented and analysed. These strategies are understood as part of the students’ learning process, as they manage the platforms both as recipients and as collaborators of the project. The analysis carried out in this article reflects the impact of using these social networks on the dissemination and positioning of the journal within the Málaga exhibition ecosystem.