Participatory Communication with Social Media

Abstract

Major museums worldwide are starting to use social media such as blogs, podcasts and content shares to engage users via participatory communication. 1 This marks a shift in how museums publicly communicate their role as custodians of cultural content and so presents debate around an institution's attitude towards cultural authority. It also signifies a new possible direction for museum learning. This article reports on a range of initiatives that demonstrate how participatory communication via social media can be integrated into museum practices. It argues that the social media space presents an ideal opportunity for museums to build online communities of interest around authentic cultural information, and concludes with some recent findings on and recommendations for social media implementation. • • • • • Towards Participatory CommunicationMuseums are increasingly open to cultural diversity, local knowledge, and popular memory. Social constructivist approaches to communication have helped museums to connect with the memories, identities, and understandings that visitors bring with them (Hein 1998; Watkins and Mortimore 1999). The same approaches have enabled the deconstruction of grand narratives and have affi rmed the role of audiences in social learning. These debates have tapped a form of community intelligence and have created

Socialinių medijų taikymas muziejų komunikacijoje: naujosios muziejininkystės aspektas

“…Didžiausias iššūkis, kurį socialinės medijos kelia muziejams, yra perėjimas nuo tradicinės vienakryptės komunikacijos modelio prie naujo ir interaktyvaus, socialinių medijų sąlygoto modelio "daugelis -daugeliui", dėl kurio tokios kultūros institucijos kaip muziejai savo balsu ir autoritetu pasinaudoja tik tam, kad paskatintų aktyvesnę auditorijos komunikaciją (Russo, 2008). muziejams nusprendus imtis komunikacijos per socialines medijas, labai svarbu, kad ji būtų vertinama strategiškai ir integruota į bendrą muziejaus komunikacijos strategiją (Kidd, 2011;Russo et al, 2008). vertindami socialines medijas kaip visiškai atskirą komunikacijos būdą, muziejai daro klaidą, kadangi jos tikslai ir rezultatai nėra visai skirtingi nuo ankstesnės tradicinės komunikacijos (Kidd, 2011).…”

Third Sector and Social Media

“…First, nonprofits must go beyond marketing their organization and focus on marketing different causes connected to their mission. Second, nonprofits using social media must treat the technology as participatory, enabling people to create as well as consume media (Lai & Turban, 2008;Russo et al, 2008). Third, nonprofits must build trust (Reynolds, 2010).…”

Personal Expressive Bibliography in the Public Space of Cultural Heritage Institutions

“…Cameron and Mengler (2009) note how, amid the fluidity and abundance of Web information, users continue to trust the reliability and authenticity of museum sources. With a strategy similar to the support for annotation presented in archival literature, Russo et al (2008) suggest maintaining this authority but extending it through social media applications that invite user participation. They provide an example of a museum blog post that is then commented upon by users.…”