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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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Can You Be Friends with an Art Museum? Rethinking the Art Museum with Facebook. Katrine Damkjær


105 Can You Be Friends with an Art Museum? Rethinking the Art Museum with Facebook Katrine Damkjær Communication and Management Employee Louisiana Museum of Modern Art Lea Schick PhD Student IT University Copenhagen 1. Introduction The rise of social media marks a paradigm shift in our contemporary culture, to which art museums must respond if they wish to remain relevant in our contem- porary society and reach out to new generations of users. This article is built upon an empirical study of the use of Facebook by Danish state-subsidised art muse- ums, showing that it has proven to be a challenge for the museums to integrate the social media into their museum praxis. Social media have given the broader public the opportunity to upload and share information, and to communicate and interact via online platforms. We see a rising tendency for user participation – users contributing content and no lon- ger satis� ed simply being passive consumers. In online social networks the us- ers have become so-called prosumers, a term which describes their dual role as both producers and consumers of content. They are becoming co-creators of our culture, as Dan Tapscott and Anthony Williams describe it. A prosumer culture is emerging in which culture is simultaneously produced and consumed by partici- pating users who upload, share, comment on, and produce content. In this new landscape of a prosumer culture, crucial questions emerge for the art museum as institution – how does this prosumer culture manifest itself in the art museum’s...

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