Even in Italy, albeit slowly, museums are beginning to experiment with new modes of communication to stimulate the curiosity of visitors. The tools of Web 2.0 are available from social networks.
Some international examples allow us to understand what are the trends and future developments: the Brooklyn Museum abandoned the now obsolete audio guide to prefer the smartphone and to build pathways but not more pre-selected directly by the visitor: the integration applications on mobile devices allows a more immediate use of information and details of the works.
II Museo del Prado digitized high definition some of the masterpieces in the museum to make them accessible through Google Earth : a definition of 14,000 million pixels you can watch even in the works detail to discover the brush strokes and matter.
The MoMA launches an application on Facebook to synchronize the dates of any forthcoming trip to New York with the calendar plan of the museum and then a stop at the museum, with path Custom, based on the forthcoming trip.
Important institutions like the Smithsonian Institute eo the Getty Research Institute , participating in the project The Commons on Flickr to show the treasures hidden in public photo archives all over the world and to contribute, thanks to ' aid users, to enrich the description of the photographs and to add new tags and comments.
Technology and museums at first sight seem at odds: how is it possible, one wonders, that museums have found their own dimension in this context or that may have begun to take their first steps within the landscape of Web 2.0, user generated content of and participation and sharing of resources and experiences. Instead, we are in front of the natural evolution of the idea and the very definition of a museum. It is defined as "a permanent, non-profit, serving the society and its development. It is open to the public, research regarding the tangible and intangible evidence of people and their environment, acquires, conserves, communicates and, above all, the exhibits, for purposes of study, education and enjoyment " [ ICOM , International Council of Museums , 2004] .
The museum has an important role in society as it maintains and represents our memory, collective and individual, to see and share with the community. Who better than a museum would benefit from these new models of communication to enhance the evidence of contemporary society?
The Canadian museologist Duncan F. Cameron in an essay reflecting on the usefulness of the museum-temple, a simple storage of collections, introducing to the museum and forum focused on discussion, comparison, experimentation, on the meeting and public hearing, all concepts that are tied in perfectly with the reality of Web 2.0.
For Cameron " the museum was the place where you could go to compare their individual perception of reality with the vision of so-called objective reality of the socially accepted and validated ... The museum has a function more similar to that of the church than to that of the school. The museum offers the opportunity to reaffirm faith and offers the opportunity to experience intimate and private experience, as shared with many other " [i] .
This revolution affects poorly in the Italian scenario: the potential use of these new tools allow the subversion of thought and mode of action in an area often considered too close to the conventions, rules, hierarchy, all 'elite and for the sole purpose of education.
The museum must be able to communicate with different audiences by updating the tools available, even if it is at the level of communication that this environment seems to be too tied up and attached to traditional patterns of communication too.
How are this developmental challenge facing the museums?
Although the solutions adopted at the international level have made a real contribution to growth of society, as Italy is able to meet these new requirements, such as arise in comparison with the ' user, especially the web?
Facebook, the best known social network of the moment, has a group that collects and documents the presence of ripples museums: a list is growing thanks to which you can search and create relationships with the museum or preferred which they will maintain some sort of direct contact to evolve from mere passive observers of what the museum validation as objective an active role, with the help of a personal vision.
In the world of Twitter there are 719,380 people who follow the "chirps" of 623 museums and galleries around the world: first in the standings on Twitter MoMA in New York continues to have the greatest number of 43,578 followers and follow the Brooklyn Museum with 25,339 , the Tate in London 22,500 and the Getty Museum with more of 16,000 . It was not until 237 ° in the standings to see the first museum in the Italian ones with the highest number of followers , MART of Trento and Rovereto [source: www.museummarketing.co. uk , Museums on Twitter, Oct 09] .
the Italian scene you can certainly say that it is the world's most modern and contemporary art that led to use the new tools of Web 2.0 and the models of participation and sharing of resources and content. The phenomenon remains less conspicuous, perhaps because the institutions are committed to dealing with budget cuts to survive, trying to find solutions rather than further action for participation and dissemination of knowledge, but there are also noticeable exceptions.
The MAO - Museum of Oriental Art of Turin for his openness to a campaign has relied entirely thought through with the 2.0 tools Facebook, YouTube , Mogulus and Flickr .
System Museums of Rome began a campaign for 2.0 shares of culture with a blog on WordPress for comments, a channel on YouTube for video and Flickr for images, updates on Twitter , exhibitions visited by SecondLife , all for a cross-media promotion and dissemination of cultural heritage, for sharing information and resources with people and bring everything to the museum system. Some data: the videos have been seen by approximately 7,000 users and photos from about 5000, the works and installations on SecondLife were visited by approximately 3,700 users from around the world and the blog has had 47,000 unique visitors, for an average of 5,000 / 6,000 visitors per month [source: Zètema] . He has also edited and produced the draft of ancient Rome on Google Earth with a three-dimensional reconstruction and geospatial than 6,700 buildings of ancient Rome reconstructed in 3D on a virtual tour of history.
The Peggy Guggenheim Collection exits from the chest Palazzo Venier dei Leoni on presenting Facebook and Twitter to promote the ongoing events, meetings, exhibitions and photographic archives dell'estroversa American in Venice was able to realize his dream of house-museum of art of his century.
Also in Venice, even if they are an exhibition space for temporary exhibitions, Palazzo Grassi together Punta della Dogana with the permanent collection of Francois Pinault, an entire section devoted to online communities on Twitter , Facebook and YouTube .
Since 2006, the MART , Art Museum of Trento and Rovereto, began a cross-media and cross-communication plan that also involves new media, a process that today's forward looking and progressive proclaimed as the best museum of modern and contemporary Italian. has a complete division of the portal dedicated community of users, who headed mart2.0. Talk to blows tweets on Twitter last September and if the " chirping" of the museum was on the Trent 580 th place among the museums most popular on Twitter, in October reached the 237 th place. It has a personal page on Facebook to update and keep in touch with visitors to the museum to inform and update on events and exhibitions and to gather comments and suggestions. YouTube On instead created a dedicated channel with videos, video interviews, behind the scenes work on the documentation of exhibitions and other events and arrangements. Finally, a dedicated channel also Flickr to share images and comment on exhibitions, openings, events, photographs of professionals and not visiting the museum, where you can tag their contributions to tag and share mart_museum the photos taken during the visits. Finally, the webTV is present in live stream on Mogulus .
The initial doubt on the authority of many institutions related to the presence on the web is rapidly turning into an indicator of institutional prestige because of the coordinated and advanced by the strict best international museums. We begin to understand that not being present in the web part does not mean missing an opportunity for visibility or communication, but above all it means not being able to control his reputation . Web 2.0 enhanced, documents and enhances the commitment "institution" of the museum to be at the service of society, helps with the help of contemporary society to enrich the tangible and intangible evidence of people and their environment.
The museum is preparing to cross a new frontier: that of the renewal that involves listening to new ideas, new projects and stimuli of the collaboration, sharing of values \u200b\u200band growth of the community.
change is taking place: participation, discussion, debate and production.
for a global development of knowledge and memory.
The people talk and discuss, the museum is the listening ear
[Kinard, J., 2005] [ii ]
[i] Duncan F . Cameron, "The Museum: Temple or the Forum", in Cecilia Riba (Eds.), The new museum : Origins and pathways , vol. 1, Basic Books, New 2005.
[ii] J. Kinard, "an intermediary between the museum and the community," in C. Riba (Ed.), The new museum. Origins and pathways , vol. 1, Basic Books, Milano, 2005.
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