Brushstrokes of the Museum Next 2012

Three intensive days of talks to attend, good contents and very varied – this would be a brief summary of the fourth session of Museum Next, this year held in Barcelona.

Mobile applications of augmented reality. Photo: Mireia Llorella

The attendees from the museum tried to divide ourselves up so as to be able to participate in the greatest number possible of sessions, workshops and talks: the list was long! And when trying to agree, the comment was the same: “I can see that I would have also liked to attend this talk”.  The majority of the talks were rebroadcast by streaming by the CCCBLab, something that let many people who weren’t able to enrol, to attend the congress virtually.  The Twitter was also a good tool of communication of the conference, tweets and more tweets with the hashtag #MuseumNext commenting, questioning, discussing the sessions; an avalanche of information not always easy to follow and manage.

Inaugural session, the Picasso Museum talking about digitisation of collections / Presentation by the Tate about analyses and metrics

Among the presentations we were able to see everything from mobile applications that foster cultural consumption to projects for recuperating the memory of a town by means of photographs and new technologies, or actions in which augmented reality intervenes. The quantity and quality of the experiences and projects presented was very important and well selected.

Augmented Reality for science projects. Photo: Mireia Llorella

It is really difficult to summarise so much information, but in the form of conclusions we have been able to extract some common ideas that we have picked out from various presentations:

  • After the peak period related to 2.0 and the digital tools in the museums, we are now posing the question if we have entered a period of decline, or maybe we are in a plateau of productivity
  • The 2.0 tools have led many museums to rethinking their organisation charts: understanding that these don’t only belong to the field of communication or technology, but also contents
  • It is essential to link the whole communication campaign to significant contents for the audiences
  • 2.0 and digital elements need marketing, they aren’t marketing in themselves
  • These digital tools have helped to give value and greater diffusion to entities who have wanted to communicate their contents, but without ending up finding a direct way to the users who they are aimed at. Each institution has tried different formulas with more or less social repercussion. Is it possible to find one common formula, or is it a very specific field of each institution or culture?
  • It is surprising the variety of projects and diverse applications that the same technologies provide, of which, there are many, and what is interesting is to be able find a differential point, and one that is useful

Figure showing the evolution of the 2.0 tools

All in all, it was a very beneficial conference from which we were able to take away many good ideas to be applied and to continue innovating and growing in the field of museums and new technologies.

Anna Guarro and Cristina Martín

Other articles about the Museum Next

MuseumNext 2012 Barcelona – Albert Sierra
Los museos que vienen – The Bakery
A mobile thing at #MuseumNext 2012 – BAM!
Arrenca MuseumNext – CCCBLab
El Museo de mañana – El País

  • Santos M. Mateos
    June 2, 2012

    Anna i Cristina,
    Sí, com comenteu, s’ha arribat a aquest punt òptim d’aplicació de les tecnologies 2.0, no serà el moment d’integrar definitivament els departaments de comunicació/màrqueting amb els d’activitats/acció cultural/educació dels museus?

  • Redacció del museu
    June 12, 2012

    Santos M. Mateos, primer de tot disculpa pel retard i moltes gràcies per la teva pregunta. La nostra impressió és que amb la irrupció de les xarxes socials la informació en els museus ha de ser totalment transversal. Aquesta informació (o coneixement) és un dels principals actius del centre i tota acció de comunicació i màrqueting ha de contemplar-la, per tant, no es tracta tant d’arribar a una integració en sí, com de realitzar un bon treball en equip entre tots els departaments.

  • Santos M. Mateos
    June 12, 2012

    Benvolguda redacció (quin nom més estrany!), gràcies per la resposta. Totalment d’acord amb aquesta transversalitat, de fet l’opció fàcil i coherent. Per desgràcia, feia el comentari en vista del paronama que començo a percebre i que sembla que anirà a més: en un moment en què aquestes plataformes 2.0 esborren les fronteres entre allò que han fet sempre els departaments de comunicació/màrqueting d’allò que feien els d’activitats/educació, no sé fins a quin punt és fàcil d’aconseguir. Cada vegada veig més campanyes de comunicació fetes per departaments de comunicació que no tenen en compte els continguts generats pels especialistes en mediació cultural i com aquests últims infrautilitzen aquestes noves plataformes de comunicació amb la societat.
    De vegades, l’opció coherent no és la que millor funciona tenit en compte l’actual realitat.

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