DE Conferentie 2008 - Dag 1 - Keynote spreker 2 - Nancy Proctor


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  • First, I assume if you’re here today it’s because you understand the need for interpretation in our museums. Like Tate, you do not assume that meaning is self-evident for the exhibits on display. In fact, inviting visitors to see our spectacular exhibitions and collections without offering them interpretation is like spreading a beautiful banquet before our guests - and then denying them cutlery to enjoy it with. sure, they may be able to partake, but it won’t be easy, or necessarily pleasant for our guests to eat with their hands or whatever ad hoc utensils they find nearby. They are almost certain to go away unsatisfied, and feeling insulted. Our multi-faceted virtual museum, awash in data and digital resources, requires multimodal access to turn that sea of information into meaningful insights for our publics.
  • As an example: It would be quite reasonable for us to think of my museum, the Smithsonian American Art Museum, as this bricks & mortar edifice, affectionately known as the Post Office Building.
  • Except that we are in fact at four sites, two of them open to the public. Here, Renwick and POB.
  • But in fact, I think of SAAM like this: a multinodal and multimodal network - a distributed network, in fact. My aim is to build content, experiences, and services that reach visitors wherever and whenever they happen to be on this network.
  • DE Conferentie 2008 - Dag 1 - Keynote spreker 2 - Nancy Proctor

    1. 1. Outside in the Agora Nancy Proctor, Smithsonian American Art Museum [email_address] 9 December 2008 Mobile Interpretation and Socratic Dialogue in the 21 st Century Museum
    2. 2. It’s NOT about the Technology ‘ Teaser’ from the Soundbytes audio tour of the Science Museum, London, by Antenna Audio
    3. 3. Nancy Proctor, FIAMP 16 October 2008 Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003 Fraunhofer Institute, Kunstmuseum Bonn: ‘Beat Zoderer’ exhibition (Listen project) 2003
    4. 4. Interpretation is as essential to the Museum as cutlery is to a banquet Beth Lipman, Bancketje (Banquet) 2003

    5. 5. <ul><li>Some visitors may bring their own, </li></ul><ul><li>Some may eat only the finger food, </li></ul><ul><li>Some may choose another restaurant, </li></ul><ul><li>Many will go away hungry, </li></ul><ul><li>feeling uninvited and unwelcome . </li></ul>If the Museum doesn’t provide it:
    6. 6. But what is the Museum in this Web 2.0 world of information on demand?
    7. 7. The American Art Museum
    8. 8. The Museums…
    9. 9. The Museum has become a Distributed Network
    10. 10. Photo by Mike Lee, 2007; from SAAM Flickr Group Our audiences now access American Art through a wide range of platforms beyond the museum’s walls and website
    11. 11. The Museum is transforming from Acropolis…
    12. 12. … into Agora
    13. 13. Nancy Proctor, [email_address] 9 December 2008 <ul><li>A Community </li></ul><ul><li>A Mash-up </li></ul><ul><li>A Site for Socratic Dialogue </li></ul><ul><li>Fun! </li></ul>The Museum as Agora is:
    14. 14. 1. The Museum as Community <ul><li>Nikki de Saint Phalle, Tirage, 1961 </li></ul>
    15. 15. Voting & Polling
    16. 16. MyCollection
    17. 17. Bookmarking <ul><li>Tate Modern Study 4-25 June 2005 </li></ul><ul><li>43% of visitors bookmarked </li></ul><ul><li>3.53 pages bookmarked on average </li></ul><ul><li>44% of visitors clicked through to the Tate website from their emails </li></ul><ul><li>19% of visitors taking the multimedia tour went to Tate’s website after their visit as a result of their bookmarks </li></ul>
    18. 18. Tate Txt
    19. 19. 2. The Museum as Mash-up <ul><li>“ Meet them where they are, </li></ul><ul><li>and take them some place new.” </li></ul><ul><li>Michael Edson, </li></ul><ul><li>Head of Digital & Web Strategy, Smithsonian Institution </li></ul>
    20. 20. Save Outdoor Sculpture!
    21. 21. The Museum Shuffle <ul><li> </li></ul><ul><li>April 4, 2008 </li></ul><ul><li>“ Merce C” </li></ul><ul><li>By Howard Kaplan </li></ul>
    22. 22. 3. The Museum as Site of Socratic Dialogue <ul><li> </li></ul>
    23. 23. Curators in Dialogue: American Art Podcast
    24. 24. Learning through Teaching <ul><li> </li></ul>
    25. 25. User-Generated Content
    26. 26. 4. The Museum is Fun! Nancy Proctor, [email_address] 9 December 2008
    27. 27. Ghosts of a Chance: A Case Study in the Museum as Agora Nancy Proctor, 12 November 2008
    28. 28. What is an ARG? <ul><li>Alternate Reality Game </li></ul><ul><li>A kind of ‘scavenger hunt’ for the 21st century </li></ul><ul><li>Played across both ‘real world’ and digital spaces, including web, phone & text message </li></ul><ul><li>Involves collaboration among large and disparate communities to ‘solve’ the game </li></ul><ul><li>Unfolds through stories that change and are developed dialectically by the game’s designers in response to the players </li></ul>Nancy Proctor, 12 November 2008
    29. 29. Ghosts of a Chance is: <ul><li>1. The mystery of the haunting of two Luce Center ‘curators’, Daisy and Daniel </li></ul>Nancy Proctor, 12 November 2008
    30. 30. Ghosts of a Chance is: <ul><li>2. The story-within-a-story of four, 19th century characters who are haunting the American Art Museum </li></ul>Nancy Proctor, 12 November 2008
    31. 31. Ghosts of a Chance is: <ul><li>3. A hunt for clues to the identity of the ghosts </li></ul>Nancy Proctor, 12 November 2008
    32. 32. Ghosts of a Chance is: <ul><li>4. A one-day exhibition in the Luce Center of objects related to the story, made by players in response to four ‘challenges’ </li></ul>Nancy Proctor, 12 November 2008
    33. 33. Ghosts of a Chance is: <ul><li>5. A series of events and tours of sites where the game’s story unfolds </li></ul><ul><ul><li>An ARG festival </li></ul></ul><ul><ul><li>The Natural History Museum </li></ul></ul><ul><ul><li>The National Cemetery </li></ul></ul><ul><ul><li>The American Art Museum </li></ul></ul>Nancy Proctor, 12 November 2008
    34. 34. Ghosts of a Chance is: <ul><li>6. Six scavenger hunts at SAAM </li></ul><ul><li>on October 25, 2008 </li></ul>Nancy Proctor, 12 November 2008
    35. 35. Where GOAC was played: <ul><li>In the ‘Real World’ </li></ul><ul><li>An ARG fest for ‘hard-core’ players in Boston </li></ul><ul><li>The basement and forensic labs of the Natural History Museum </li></ul><ul><li>The Congressional Cemetery </li></ul><ul><li>In the American Art Museum, including the Luce Center and GOAC exhibition </li></ul><ul><li>Over 250 players at the Museum on October 25, 2008. </li></ul>Nancy Proctor, 12 November 2008
    36. 36. Where GOAC was played: <ul><li>Online </li></ul><ul><li>The GOAC website: </li></ul><ul><li>The Argers’ forum (a blog): </li></ul><ul><li>The SAAM website: </li></ul><ul><li>SAAM’s blog: </li></ul><ul><li>Facebook </li></ul><ul><li>Smithsonian Magazine website: </li></ul><ul><li>More than 6000 players participated online over 2 months. </li></ul>Nancy Proctor, 12 November 2008
    37. 37. Clues by text message Nancy Proctor, 12 November 2008
    38. 38. A clue from a mystery caller Nancy Proctor, 12 November 2008
    39. 39. A clue seen through a window Nancy Proctor, 12 November 2008
    40. 40. An Art Demonstrator? Nancy Proctor, 12 November 2008
    41. 41. A chef in the galleries? Nancy Proctor, 12 November 2008
    42. 42. Let them eat cake! Nancy Proctor, 12 November 2008
    43. 43. And dance! Nancy Proctor, 12 November 2008
    44. 44. Getting Creative Nancy Proctor, 12 November 2008
    45. 45. Everyone’s a winner! Nancy Proctor, 12 November 2008
    46. 46. Player Feedback <ul><li>I just first want to emphasize how fun Ghosts of a Chance was. My husband and I had a really fun time doing it. </li></ul><ul><li>… We also like the integration of text messaging and cell phones -- both of those things made it more than just a 'regular' scavenger hunt. </li></ul><ul><li>I think it did make me look at art museums, in particular SAAM, in a different way. We certainly spent more time in the museum than we would have otherwise… </li></ul><ul><li>Even though we were 'exposed' to the whole museum, I also liked that there were a couple of pieces of art that we actually had to sit and ponder… I never would have spent the time staring into the painting and trying to understand it if it weren't part of a task. </li></ul><ul><li>I think it would be great to turn this into a shorter, user-centered, on-demand version. In fact, I think something like this would be a LOT more fun than some of the passive audio tours that you get in a lot of museums, and would allow for more user-generated content. </li></ul>
    47. 47. Player Feedback <ul><li>My 8 year old (3rd grade) daughter and I had a FANTASTIC time, and … she wants to bring her friends with her next time. </li></ul><ul><li>We definitely went to parts of the museum that we would not have gone to previously. It definitely made art more interactive. </li></ul><ul><li>I LOVED INTERACTING WITH THE MUSEUM & OBJECTS INSTEAD OF JUST LOOKING AT THINGS AND OBSERVING AND JUDGING - IT WAS TONS OF FUN TO FEEL A PART OF IT ALL! … ALSO MADE IT FEEL LESS PRECIOUS … ALL FELT A LITTLE MORE PERSONALLY CONNECTED … </li></ul><ul><li>I liked the game because normally at art museums I get bored after a while but this gave me something to do. I would definitely do it again or recommend it to someone else. </li></ul><ul><li>I have spent quite some time in art museums and this is probably the first time that it felt like the museum was meant to be fun and interactive rather than more somber and pensive. It was really refreshing and definitely gave me a sense of community with the people who were coordinating the event and the other people participating in it. </li></ul>
    48. 48. Three Principles for the 21st Century Museum <ul><li>Interpretation is essential. </li></ul><ul><li>It’s not about the technology. </li></ul><ul><li>The Museum is a Distributed Network. </li></ul>
    49. 49. Four Characteristics of the Museum as Agora <ul><li>The Museum is a community. </li></ul><ul><li>The Museum is a mash-up. </li></ul><ul><li>The Museum is a site of Socratic dialogue. </li></ul><ul><li>The Museum is fun! </li></ul>
    50. 50. Above all, the Museum’s Agora is <ul><li>Outside </li></ul><ul><li>or beyond </li></ul><ul><li>the Museum’s walls and website </li></ul><ul><li>As well as </li></ul><ul><li>central to </li></ul><ul><li>and at the heart of </li></ul><ul><li>the Museum experience </li></ul>Nancy Proctor, 12 November 2008
    51. 51. Credits & Links <ul><li> </li></ul><ul><li> </li></ul><ul><li> Wiki </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Nancy Proctor at </li></ul>