This article investigates the development of the concept of museum communication in a Danish cultural political context from 2006 until 2013 and
the practical consequences a changed interpretation of the concept has for the Danish state-owned and state-supported museums. The main argument is that the concept of cultural communication, specifically concerning museums, has undergone a transformation towards having a digital content of meaning in recent years. And furthermore: that the meaning ascribed to the concept has practical impact. The increased attention paid to communication, particularly digital communication, in the tasks of the museums, is redistributing the museums’ resources, foci and priorities. This call for a more thorough discussion of what museums must and can be in the future – and not least for whom.