MUSEUMS IN THE DIGITAL WORLD AND THE PROSUMER IN THE MUSEUM. THE USE OF THE POTENTIAL OF THE SOCIAL MEDIA FOR MUSEUM SELF - PROMOTION
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The Internet is a medium making possible instantaneous and bilateral communication as well as co-creation and co-participation in culture – quite possibly on a scale never experienced before. These properties are appreciated by museums for which the web page has already become a standard feature; an increasing number of institutions also find themselves on Facebook. Here, the foundation is a simple principle: communication is effective when it is conducted where our partners include both current and future visitors, local communities, and potential sponsors or media patrons. Looking at the web from another perspective such facili-ties as Internet forums, blogs, and platforms, e.g. nk.pl or Facebook, are a treasury of knowledge about members of the museum public – their needs, anticipations the way they spend their leisure time, and what they lack. In a ad-dition, a consumer living in the always on culture and with insufficient time at his disposal does not wait for a week-end edition of a daily to see “what’s on”. He reaches for his smartphone and asks his social network acquaintances to recommend evening entertainment. The article considers the presence of Polish museums on the Internet as well as assorted styles and models of communication between selected individuals and muse-um visitors via the web; it also compares the character of presence with transmissions in the traditional and social media, stresses the effective solutions applied by muse-ums, and indicates trends, which museums may use in the future so as to meet the expectations of the contemporary recipient.
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