The TATE Digital Strategy 2013-2015 has been a much-quoted document as an exemplar of a way forward in digital, especially the principle: “Digital as a dimension of everything”. If that is the case then how are audiences accounted for in this new landscape? Here’s some notes from my talk at TATE today.
John Falk on the visitor: The wiring of the medium may be new but the users wiring is old.
The Connected Audience:
- Seamless experience expected
- Are different audience research models needed? https://musdigi.wordpress.com/2014/03/01/epicfail-has-audience-research-become-irrelevant-in-museums/
Is personalisation the future:
In the Berlin conference Falk masterclass, when asked about the future of museums he observed that (paraphrased here)
‘we need to recognise that museums are not for everyone all of the time; they are for different audiences at different times (and across different platforms I would add). We need less emphasis on mass production and more focus on personalisation and customisation (again, across the three contexts we operate in – physical, online and mobile).’
Is categorising audiences the answer?
- Student, streaker, stroller?
- Digital literacies and new ways of navigating text?
- Spectators, joiners, commentators, creators (Kelly and Russo, 2008)
- From museum-supplied to BYOD to CYOD??
Audience research examples:
- Coalition of Knowledge Building Schools (Kelly and Groundwater Smith, 2009)
- Exploring Social Media for Exhibition Development (Jensen and Kelly, 2009)
I’ll post any more thoughts, links, etc post-discussion…