This article deals with forms of public participation based on the study of four mobile apps for heritage site’s visitors. Their promotion is based on the promise of a modern, interactive and collaborative relationship with heritage institutions, enabled by the application. While the promise of greater audience participation can be exploited, it is also embedded in the applications’ design through various editorial functionalities, which vary from one app to another. Three models of public/institution communication emerge from this analysis: affective, cognitive and axiological. The user is thus solicited to express his emotions, transmit knowledge or even become involved as a citizen in heritage preservation.