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Museums and Digital Technologies
Four trends are accelerating change in U.S. museums: 1) indoor navigation and location-based services, 2) new ways of seeing like 360 video, 3D, AR, VR, 3) external pressure from grassroots initiatives and network effects on social media, 4) internal pressure to undergo a digital transformation and develop a digital culture. Museums are experimenting with technologies like indoor maps, augmented and virtual reality to improve the visitor experience, while social media activism and informal networks also influence museums to change and adopt digital strategies.
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Museums and Digital Technologies
- 1. Museums and Digital Technologies What’s happening in U.S. museums in 2017
- 2.
- 6. Four trends that are accelerating change in U.S. museums: 1) indoor navigation and location-‐based services, 2) new ways of seeing: 360 & 3D video/AR/MR/VR 3) external pressure to change -‐ grassroots initiatives. 4) internal pressure to evolve -‐ digital transformation
- 7. Indoor navigation Giving people what they want, based on where they are
- 8. The Holy Grail Your phone is able to provide you with content relevant to where you are in the museum, without you telling it, or punching in a number, or scanning a QR code, or…
- 9. An early win The Museum of Old and New Art (MONA) Hobart, Australia, 2011
- 10. Universal distribution + brute force Wifi
- 11. 2016’s big success story San Francisco Museum of Modern Art (SFMOMA) & Detour San Francisco, USA
- 12. A huge critical success
- 13. The recipe for success? • Unusual content • Choice of content • Up-‐to-‐date content • An indoor map that really works
- 14. It’s a growth field Here are just a few of the vendors seeking to make their mark on the field by pushing location-‐based “solutions” to museum wayfinding and content delivery “problems.” • Guidigo • Cuseum • Detour • Oncell • Antenna • Acoustiguide • Izitravel • And more…
- 15. new ways of seeing The brave new worlds of 360º, 3D, AR, MR, VR
- 16. The good news: Platforms are pushing it – for now.
- 17. 360º video: Not quite ready, but very exciting
- 18. The bad news: It’s still in the hobbyist stage
- 19. More bad news: It’s not yet supported in all browsers Chrome Safari
- 20. The results, in the wild: Hopefully you’ll see something when you click on the video
- 21. The market is catching up, fast! 2017 – Ricoh Theta S 360 camera: $325 to buy 2016 – 9 GoPro homebrew 360 camera: $1,000 to rent per day
- 22. Major companies like Google are behind it
- 23. Augmented Reality: Almost There… and so much potential!
- 24. AR aims to enrich the (visual) field with digital information
- 25. The results, in-‐gallery: Ocean Liners: Glamour, Speed, and Style, 2017 Great opportunities for immersive exploration
- 26. AR is not new: Star Wars: Where Science Meets Imagination, 2005
- 27. Virtual Reality: From fad to fixture?
- 28. Virtual reality replaces the (visual) field with a digitally-‐created one
- 29. The Jewish Museum, Pierre Chareau exhibition, 2016
- 30. Still 5-‐10 yearsfrom mainstream adoption
- 33.
- 34. National World War II Museum
- 35. External pressure to change The network effect and grassroots initiatives
- 36. The network organizational model “The shift from hierarchical organizational structures to networked ones is the dominant theme of the current era.” Catherine Bracy, at the Museum Computer Network 2016 conference
- 37. 20th century organization
- 38. 21st century organization
- 39.
- 40. The challenges of the network model
- 41. An example: Museumhive •An informal, community-‐ centered gathering, • A hybrid structure which involves members who come and go, • Participation is wide, • The barrier to entry is as low as we can make it, • There is a tangible outcome to the effort
- 42. Another example: Drinking About Museums • Informal, unofficial • No central authority • No membership rules • Leverages social media
- 43. Another example: Drinking About Museums
- 44. #hashtag activism The modern Internet gives individuals great ability to make their voices heard in ways that were impossible in the last century. The “signal boost” that can happen when like-‐minded individuals share content and spread it through their personal networks can cause ideas to spread rapidly. The # sign has become an important part of everyday life.
- 45. Examples of hashtag campaigns Social issues: #svegliamuseo – “Wake up, museums!” Campaign to shame Italian museums into paying more attention to digital #DropBP – Campaign to get the British Museum to drop British Petroleum as a sponsor #MuseumWorkersSpeak – Campaign to highlight and change unfair labor practices in museums. #museumsrespondtoferguson – Campaign to mobilize American museums against violence against African-‐Americans. Awareness raising: #askacurator #empty___ (#emptymet, #emptymfa, etc…) #InstaSwap (London, NYC, LA, etc…) #historichousecrush
- 46. The network changes how we perceive everything “Art is nothing important. Where its important is where it connects people to people, and people to events, and people to things. It’s a social network of objects.” David Newbury, Museum Computer Network 2016 conference
- 47. Internal pressure to evolve Digital transformation
- 48. “You need to know what you’re doing digitally. You need to have a convincing story. We call this story a strategy.” Visser/Richardson Digital media touches every aspect of a modern organization
- 49. “Culture eats strategy for breakfast.” -‐Peter Drucker ‘A digital culture will get you through a time without a digital strategy much more than a digital strategy will get you through a time without a digital culture” -‐Nick Poole
- 50. “Culture is the manifestation of values.” -‐Jan Gunnarson
- 51. What are the obstacles? • Lack of staff time • Lack of funding • Lack of technical skills • Shifting management thinking away from a series of fixed cost projects to a program of ongoing development
- 52. An example: What this looks like at PEM
- 53. Staff contributers to the PEM blog Amy Curtis Annie Lundsten Austen Barron Bailly Barbara Pero Kampas Becky Vitale Caitlin Lowrie Carla Galfano Caryn M. Boehm Catherine Robertson Chip Van Dyke Claire Blechman Craig Tuminaro Dan Finamore Dave O'Ryan David Thibodeau Delia Faria Dinah Cardin Doneeca Thurston Ed Rodley Edie Shimel Ellen Soares Elliot Isen Emily Fry Eric Wolin Gail Spilsbury Gavin Andrews Gordon Wilkins Janet Blyberg Janey Winchell Jay Finney Jim Olson Juliette Fritsch Karen Kramer Kathy Fredrickson Katie Theodoros Kerry Schneider Kurt Weidman Leanne Schild Linnea DiPillo Lisa Incatasciato Lisa Kosan Lucille Wymer Lynda Hartigan Lynne Francis-‐Lunn Maddie Kropa Martine Malengret-‐ Bardosh Matthew Del Grosso Meg Winikates Melissa Woods Michelle Moon Mimi Leveque Nicole Polletta Paula Richter Penny Bigmore Rebecca Bednarz Sarah Jennette Shoshana Resnikoff Sidney Berger Siri Schoonderbeek Sona Datta Susan Flynn Susanna Brougham Victoria Glazomitsky Walter Silver Whitney Van Dyke
- 54. The goal: digital literacy Working in digital spaces – Social media platforms, Wikipedia, Google Art Project Professional development – Vital for staff to understand enough about the digital realm to make informed decisions Cultural transformation – Incorporating digital in existing processes rather than developing separate ones. Staff empowerment – Opportunity for staff to demonstrate digital skills they have
- 55. What does a 21st century curator look like?
- 56. They expose the inner workings of the museum, through their own unique lenses
- 57. The goal? 100% participation • All the curators establish social media presences • Move on to executive leadership • Continue to encourage all staff to participate as they see fit. This is not a mandate, but a request.
- 58. "Creating culture is always more rewarding than consuming it." –Mihaly Csikszentmihályi
- 59.
- 60. Thank you! Ed Rodley Peabody Essex Museum (www.pem.org) Tel: +1 978 542-‐1849 Email: ed_rodley@pem.org Social Media: @erodley