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The Digital Turn: User’s Practices and Cultural Transformations

Edited By Pille Runnel, Pille Pruulmann-Vengerfeldt, Piret Viires and Marin Laak

By combining the analysis of the new forms and environments of the digital world with critical scholarship of the role of the users, this book argues that cultural field is facing a challenge of the digital turn. The digital turn hereby implies that changes in the use and application of digital technology bring on changes in practice and in the relationships between cultural institutions and audiences. We approach the changes in society from the structural (institutional) as well as from the agential (audiences, users, individuals) perspective. The authors represented in this book share the view that there is no need to fear the new media pushing aside traditional cultural forms, acknowledging at the same time that the scope of this cultural change is far from understood.

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Orienting the Heritage Institution towards Participatory Users in the Internet. Pille Pruulmann-Vengerfeldt, Pille Runnel, Agnes Aljas

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12 Pille Pruulmann-Vengerfeldt, Pille Runnel, Marin Laak, Piret Viires Acknowledgements The publication of this book was made possible by the Estonian Science Foundation grants no. ETF7162, ETF7679 and ETF8006, the target � nanced research projects no. SF0180017s07, SF0180002s07, SF0030065s08, SF0030054s08 and the Estonian National Museum. References Bachmann-Medick, Doris. Cultural Turns: Neuorientierungen in den Kulturwissenschaften. Hamburg: Rowohlt, 2006. Print. Hall, Stuart. “Encoding/decoding.” Culture, Media, Language: Working Papers in Cultural Studies. London: Hutchinson, 1980. 117-127. Print. Postill, John. “Introduction: Theorising Media and Practice.” Theorising Media and Practice. Eds. Birgit Bräuchler and John Postill. Berghahn, 2010. 1-33. Print. 13 Orienting the Heritage Institution towards Participatory Users in the Internet Pille Pruulmann-Vengerfeldt Pille Runnel Agnes Aljas University of Tartu Estonian National Museum Veski 32 51014 Tartu, Estonia Pille.Vengerfeldt@ut.ee Pille.Runnel@erm.ee Agnes.Aljas@ut.ee 1. Introduction This paper looks at different experiences Estonian heritage institutions have in recruiting active participants in their work. The focus is mainly on providing services through online channels and including active participants in the work on museums, archives and libraries. We base our discussions on the work done in two research projects: “Developing Museum Communication in the 21st Cen- tury”, and “The Problems of Transformation and Reception of Cultural Heritage in the Digital Age”, which both look at the changing relations between audiences and heritage institutions. We will base our discussion on the empirical case stud- ies, using four different heritage institutions in Estonia as examples and as the basis of analysis – the Estonian National Museum, the Estonian Literary Mu-...

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