Annual Review of Cultural Heritage Informatics : 2014 by Hastings Samantha K

Author:Hastings, Samantha K. [Hastings, Samantha K.]
Language: eng
Format: epub
Publisher: Rowman & Littlefield Publishers
Published: 2015-04-08T04:00:00+00:00

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Social Media and Participatory Culture

Opportunities and Challenges for Reforming the Contemporary Museum

Stan A. Trembach and Liya Deng

Abstract

The purpose of this chapter is to explore social media as a cultural phenomenon that has revolutionized the relationship between contemporary museums and their users. The authors draw on a variety of scholarly sources to conduct a critical analysis of the advantages and disadvantages of various social media platforms for museum audience development and engagement. It is argued that by establishing a presence in this growing universe, museums can build a more robust marketing strategy and capitalize on social media’s untapped potential for creating participatory learning environments. However, the use of social media in museum practice also raises concerns about user privacy, identity, and accountability, along with issues of cultural authority and the authenticity of museum objects. Through an examination of the current cultural scholarship, the chapter demonstrates how a thoughtful approach to the use of social media tools may position museums for long-term sustainability and success during the current economic recession and beyond.

Introduction

In recent decades, the nature of communication has evolved dramatically due in large measure to the indelible impact of information and communication technologies (ICTs), particularly social media, on every aspect of human existence. Social media have been immersed in our lives by gradually being introduced into a range of professional and cultural fields. Museums are also starting to come to the forefront of the media revolution by enthusiastically embracing new formats of user-to-user and user-to-all interaction afforded by social media. In light of the fact that the impact of social media on socioeconomic and political structures has long been in the spotlight of scholarly attention, the role of social media in the intellectual and cultural spheres is worthy of an equally scrupulous examination. There are both philosophical and practical considerations for why these technologies are winning over the museum world. It may have been a painstaking process, but museums are finally talking about social media, albeit sometimes with mixed feelings of love, hate, curiosity, or indifference (Wong, 2012). No matter the attitude, such a wide range of emotions shows genuine interest on museums’ part in the promise of social media, which is a positive sign for the future.

Given that possible applications of media technologies have already generated considerable conversation in the cultural arena, this chapter intends to extend the discussion even further based on the premise that the impact of technology goes beyond transforming the algorithms of information exchange. Our thought process and the way we perceive communication as a daily activity have also changed as a result. As more and more people turn to the Internet for professional and social purposes, we are witnessing a revolutionary growth of new places for communication to transpire and new avenues for users to interact. Therefore, it is hardly surprising that social media have by now paved their way into the mainstream of innovative communication means. Due to their ubiquity and increasing accessibility, particularly with the younger generations, social media have left an imprint on practically every walk of life.

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