Inaddition, we ensured that the content analysis was valid by thoroughly understanding the research objectives, previously reading a sub-set of relevant content (‘immersion in the message pool’ according to Neuendorf (2002)), and carefully selecting the content sample (in this case the museums’ webpages) to be analysed (Thelwall, 2009). Regarding reliability, Cronbach’s alpha coefficient for all items was estimated as 0.827, far higher than the minimum acceptable value of 0.7 (Hair, Anderson, Tatham, & Black, 1998).