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The Internet & the Arts: How new technology affects old aesthetics 4.22.08 Mary Madden Pew Internet & American Life Projec...
Who we are…
Where we live…
Watching the online audience grow <ul><li>75% of adults in the U.S. use the internet </li></ul><ul><ul><li> up from 46% i...
Older adults still less likely to be online October-December 2007
Education still matters, too… October-December 2007
Then and Now… 2000 5% with broadband at home 50% owned a cell phone =slow and stationary connections 2008 55% with broadba...
Mobile access goes mainstream 62% of Americans have some experience with “on the go” access to digital data and information
Does technology improve our lives? 59 Your ability to do your job 79 Your ability to learn new things 81% Your ability to ...
What’s the big deal with Web 2.0?
How many of us are participating?   19 37 8 9 11 12 18 Those who have done at least one: Create or work on your own online...
Content Creation: Age tells a different story
Youth of today, arts audiences of tomorrow
Today’s Teen – Born 1990 Personal computers are 15 years old  Tim Berners-Lee writes World Wide Web program
Today’s Teen – First Grade 1996   Palm Pilot goes on the market
Today’s Teen –  Fourth Grade 1999 <ul><li>Sean Fanning creates </li></ul><ul><li>Napster </li></ul>
Today’s Teen – Starts Middle School 2001 Wikipedia comes online…
Today’s Teen – Middle School iPods storm the market…
Today’s Teen – Middle School 2003 Skype - 2003
Today’s Teen – Starts High School 2004 Podcasts – 2004
Today’s Teen – Sophomore Year 2005 YouTube – 2005
Today’s Teen – Junior Year 2006 <ul><li>The Year of MySpace: </li></ul><ul><li>More than 200 million accounts created </li...
Profiles: Switchboards for social life
Lesson #1: Get Creative <ul><ul><li>Teens have embraced Web 2.0—blogging, remixing and sharing their creations without fea...
Lesson #2: Start Conversations <ul><li>Most teens receive feedback on the material they post, and most give feedback to ot...
Lesson #3: Reinforce Relationships <ul><ul><li>Rather than replace offline relationships with online ones, social media to...
Lesson #4: Cultivate Semi-public Spaces <ul><li>Teens curate social spaces where they feel comfortable sharing ideas and e...
Sites to watch:  Ning http://www.ning.com
Sites to watch:  The Point http://www.thepoint.com/
Sites to watch:  Yelp http://www.yelp.com
Arts audiences run broad and deep <ul><li>39% of adults, or roughly 81 million people attended arts events in the 12 month...
And artists are all around us! <ul><li>57% of Americans study, practice or otherwise engage in some type of artistic activ...
Frequent arts attendees  <3  digital media <ul><li>Frequent arts attendees are more engaged with arts and cultural program...
Research meets practice:  Arts Marketing
Making the most of Web 2.0:  Stagework
Stagework : “From page to stage…”
San Francisco Symphony:  Keeping Score
Music & Art:  Make your own associations
Create false scarcity:  Artists Den
Community as content:  mnartists.org
Move beyond your site:  Library of Congress
Regroup and Rethink… <ul><li>Audience Participation </li></ul><ul><li>The Life of a Performance </li></ul><ul><li>Who Buil...
Take this as you go… <ul><li>Listen and learn from your users—even if they’re half your age. </li></ul><ul><li>Look to you...
Thank you! <ul><li>Mary Madden </li></ul><ul><li>Senior Research Specialist </li></ul><ul><li>Pew Internet & American Life...
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The Internet And The Arts: How new technology affects old aesthetics

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A presentation by Mary Madden at the Chicago Wallace Audience Engagement Network. As arts organizations consider expanding their presence online and connecting with audiences on their own terms, they often need data to make tough decisions about how to spend limited budgets and human resources on developing new media strategies. 4/22/08

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The Internet And The Arts: How new technology affects old aesthetics

  1. 1. The Internet & the Arts: How new technology affects old aesthetics 4.22.08 Mary Madden Pew Internet & American Life Project Presented to: Chicago Wallace Audience Engagement Network
  2. 2. Who we are…
  3. 3. Where we live…
  4. 4. Watching the online audience grow <ul><li>75% of adults in the U.S. use the internet </li></ul><ul><ul><li> up from 46% in 2000 </li></ul></ul><ul><li>93% of teens ages 12-17 use the internet </li></ul><ul><ul><li> up from 73% in 2000 </li></ul></ul>
  5. 5. Older adults still less likely to be online October-December 2007
  6. 6. Education still matters, too… October-December 2007
  7. 7. Then and Now… 2000 5% with broadband at home 50% owned a cell phone =slow and stationary connections 2008 55% with broadband at home 80% own a cell phone =fast and mobile connections
  8. 8. Mobile access goes mainstream 62% of Americans have some experience with “on the go” access to digital data and information
  9. 9. Does technology improve our lives? 59 Your ability to do your job 79 Your ability to learn new things 81% Your ability to keep in touch with friends and family Source: Pew Internet & American Life Project April 2006 Survey. N=3,355 for internet and cell phone users. Margin of error is ±2%. 55 Your ability to work with others in your community or in groups you belong to 55 Your ability to share your ideas and creations with others 55 The way you pursue your hobbies or interests “ A lot” or “ Somewhat” How much, if at all, have communication and information devices improved … Attitudes about information technology
  10. 10. What’s the big deal with Web 2.0?
  11. 11. How many of us are participating? 19 37 8 9 11 12 18 Those who have done at least one: Create or work on your own online journal or blog Take material you find online – like songs, text, or images and remix them into your own artistic creation Create or work on webpages or blogs for others Create or work on your own webpage Post comments to an online news group or website Share something online that you created yourself, such as your own artwork, photos, stories, or videos % - Adult Internet Users User-generated content creation activities:
  12. 12. Content Creation: Age tells a different story
  13. 13. Youth of today, arts audiences of tomorrow
  14. 14. Today’s Teen – Born 1990 Personal computers are 15 years old Tim Berners-Lee writes World Wide Web program
  15. 15. Today’s Teen – First Grade 1996 Palm Pilot goes on the market
  16. 16. Today’s Teen – Fourth Grade 1999 <ul><li>Sean Fanning creates </li></ul><ul><li>Napster </li></ul>
  17. 17. Today’s Teen – Starts Middle School 2001 Wikipedia comes online…
  18. 18. Today’s Teen – Middle School iPods storm the market…
  19. 19. Today’s Teen – Middle School 2003 Skype - 2003
  20. 20. Today’s Teen – Starts High School 2004 Podcasts – 2004
  21. 21. Today’s Teen – Sophomore Year 2005 YouTube – 2005
  22. 22. Today’s Teen – Junior Year 2006 <ul><li>The Year of MySpace: </li></ul><ul><li>More than 200 million accounts created </li></ul><ul><li>Third most popular site in the U.S. </li></ul><ul><li>55% of online teens use social networking sites </li></ul><ul><li>48% of social networking teens use the sites every day </li></ul>
  23. 23. Profiles: Switchboards for social life
  24. 24. Lesson #1: Get Creative <ul><ul><li>Teens have embraced Web 2.0—blogging, remixing and sharing their creations without fear. </li></ul></ul><ul><ul><li>We give teens the time to play and make mistakes, and adults need this time, too. </li></ul></ul><ul><li>64% of online teens are content creators </li></ul>
  25. 25. Lesson #2: Start Conversations <ul><li>Most teens receive feedback on the material they post, and most give feedback to others. </li></ul><ul><li>Web 2.0 tools offer arts organizations the opportunity to solicit feedback and shape conversations about their programs. </li></ul>Teen content creators solicit feedback
  26. 26. Lesson #3: Reinforce Relationships <ul><ul><li>Rather than replace offline relationships with online ones, social media tools work best when they augment relationships that have other dimensions. </li></ul></ul><ul><li>91% of social networking teens use the sites to stay in touch with offline friends </li></ul>
  27. 27. Lesson #4: Cultivate Semi-public Spaces <ul><li>Teens curate social spaces where they feel comfortable sharing ideas and expressing themselves. </li></ul><ul><li>Semi-public spaces like social networking groups offer arts organizers a forum to ask questions and share ideas. </li></ul>Teens are skilled navigators of the semi-public Web
  28. 28. Sites to watch: Ning http://www.ning.com
  29. 29. Sites to watch: The Point http://www.thepoint.com/
  30. 30. Sites to watch: Yelp http://www.yelp.com
  31. 31. Arts audiences run broad and deep <ul><li>39% of adults, or roughly 81 million people attended arts events in the 12 months prior to August 2002. </li></ul>
  32. 32. And artists are all around us! <ul><li>57% of Americans study, practice or otherwise engage in some type of artistic activity themselves. </li></ul><ul><li>Of that group, 28% identify as artists. </li></ul>Pew Internet & American Life Project, “Artists, Musicians and the Internet” 2004
  33. 33. Frequent arts attendees <3 digital media <ul><li>Frequent arts attendees are more engaged with arts and cultural programming through digital media channels. </li></ul><ul><li>27% of frequent arts attendees have watched arts and cultural programming on a website, compared with just 16% of the GP. </li></ul>Research from LaPlaca Cohen, 2007
  34. 34. Research meets practice: Arts Marketing
  35. 35. Making the most of Web 2.0: Stagework
  36. 36. Stagework : “From page to stage…”
  37. 37. San Francisco Symphony: Keeping Score
  38. 38. Music & Art: Make your own associations
  39. 39. Create false scarcity: Artists Den
  40. 40. Community as content: mnartists.org
  41. 41. Move beyond your site: Library of Congress
  42. 42. Regroup and Rethink… <ul><li>Audience Participation </li></ul><ul><li>The Life of a Performance </li></ul><ul><li>Who Builds Your Brand </li></ul>
  43. 43. Take this as you go… <ul><li>Listen and learn from your users—even if they’re half your age. </li></ul><ul><li>Look to your peers for ideas, inspiration and practical advice. </li></ul><ul><li>Give your staff time to play! </li></ul>
  44. 44. Thank you! <ul><li>Mary Madden </li></ul><ul><li>Senior Research Specialist </li></ul><ul><li>Pew Internet & American Life Project </li></ul><ul><li>1615 L Street NW </li></ul><ul><li>Suite 700 </li></ul><ul><li>Washington, DC 20036 </li></ul><ul><li>[email_address] </li></ul><ul><li>202-419-4500 </li></ul>

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