5 Case Study 1 - Leicester Research Archive - University of Leicester

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7 Case Study 3 What is the real impact of podcasting on the museum – audience relationship? 7.1 Introduction Case study three will analyse an approximately five minute excerpt from a podcast produced by the San Francisco Museum of Modern Art (SFMOMA). The introduction will explain the objectives of the analysis in more detail and will describe the methodology and theoretical context. Section 1 will illustrate the background of podcasting at SFMOMA. Section 2 will analyse the podcast in three sections, according to the three stages of analysis proposed by Norman Fairclough’s analytical model of Critical Discourse Analysis (CDA). The conclusion of Section 2 will address the first research questions, namely, whether the excerpt represents change or continuity in the museum audience relationship. The overall conclusion of this paper will be a discussion on methodology. Eileen Hooper-Greenhill argues that the changes that are taking place in museum practice are not limited to how content is delivered to audiences. Change has also taken place in the manner or style of communication. 328 As opposed to the traditional “transmission model of communication” Hooper-Greenhill proposed a “second approach to understanding communication, the cultural approach, [which] focuses more closely on how meaning is made.” 329 “This more developed cultural model understands communication as a set of negotiated processes of making meaning as part of the complex and unequal culture of 328 Eileen Hooper-Greenhill, Museums and the Interpretation of Visual Culture, p.xi. 329 Ibid., p.20. 213
everyday life. It accepts that there are many, sometimes conflicting perspectives from which to explain the world.” 330 According to this model, constructions of meanings are based in continuous dialogue. Rather than presenting the visitor a fixed set of meanings, the visitor is encouraged to draw meaning from the objects himself. As has been argued in Chapter 1, museum websites most often produce an illusion of access, because they lack the type of contextualization and interpretation, which is necessary to allow users to have a meaningful experience with the digital cultural content offered. With audiovisual media, distributed over the Web, museums now have another option of producing content that should help users to have an enjoyable, educational and to some extent social experience. But as will be shown particularly through Case Study 3, the use of new broadcasting models of communication does not by itself create those experiences. Much rather, the success of audiovisual media depends upon the style of communication, as described by Hooper-Greenhill. The aims and objectives of this analysis are twofold. The first and key objective is to evaluate whether this excerpt represents change or continuity, as regards the museum audience relationship. Secondly, the objective is to find out whether the methodology introduced here might be a useful tool to analyse this genre of podcasts in general. With this genre of podcast, the research means programmes, which have a largely informal character, yet a strategic purpose in mind, as well as a strong focus on providing information for the purpose of making the experience of the museum more engaging, immediate and accessible. 7.2 Theoretical context There are three key theoretical contexts in which this case study is located. It relates to Eileen Hooper-Greenhill’s approach to “treating museums as visual discourses,” but rather than “questioning the relationships between looking, knowledge and power,” this study is about the relationship of text and power, or 330 Ibid., p.22. 214
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Researching podcasting in museums:
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TABLE OF CONTENTS ABSTRACT ........
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DEVELOPING A TYPOLOGY OF MUSEUM POD
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TABLE OF FIGURES Figure 1 Three sta
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Figure 33 What listening media are
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est of the support staff, particula
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Marie Maculan, who have most genero
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INTRODUCTION This research is conce
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Polish or indeed in many other Euro
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an online experience of art might b
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eal opportunity for museums to reac
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METHOD AND METHODOLOGIES Largely du
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it could be employed and after a fe
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new media in museums were conducted
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put into groups, based on the topic
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theoretical study of how to ask que
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Critical Discourse Analysis 35 Duri
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professionals encountered at the 20
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The questions of the case study are
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The stage of explanation, as regard
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CHAPTER 1 Has the Web made art more
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Other digitisation projects of muse
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It needs to be pointed out, though,
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The data collected for this researc
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Mediathek further explained that
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for enjoyment and learning. But the
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Correspondingly, Roberta Buiani pos
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What the above discussions suggest
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2 CHAPTER 2 Authenticity and Origin
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Age an authentic museum experience
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likely begin to erode. And when mem
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Most notably, there is a shift in t
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them in a new interpretative frame.
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of the work may be authentic. Below
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some people that are experiencing t
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Now, comparing the abovementioned v
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image, from museum as place for the
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station, Shackleton’s grave, a co
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attendants at the Louvre recently w
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focused it is necessary to specify
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In order to keep the focus of this
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ideas of museum websites, and the m
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passive consumer of content, the la
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they can allow access to databases
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The complimentary site refers to wh
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the future, which he in reference t
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However, even if museologists often
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which exists as completely independ
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make links between various objects.
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what to expect in the galleries, wi
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constitute a small portion of a mus
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learner” is emerging. (Original e
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of updates to a large number of int
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problems. Users can subscribe to to
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saw the Web as a means to integrate
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archive in Vienna.” 210 The above
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Figure 10 Gilbert and George video
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“in the early days, leading up to
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programme for concentrated listenin
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With Tate Shots, a series of new vi
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in Germany, Austria and Switzerland
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from people with very diverse backg
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preparing a visit or finding the sh
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232 Ibid. 233 Ibid. Figure 17 A wor
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interests are, is important if muse
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4 CHAPTER 4 Evaluating the feasibil
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podcasting was conducted by Pew Int
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ecome very popular since the launch
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Berlin and discussed the many ways
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themselves. On the one hand, it wil
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What this shows is that whether lar
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note here that whereas museum profe
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clearer in Case Study 3, there are
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visitors. It can provide a very use
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No sensible person would say that i
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Again, it is the SFMOMA, which has
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It is probably too early to assess
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podcasting is fostering a range of
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National Museums of Berlin podcast
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5.8 Podcasts for before or after a
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Figure 23 Dulwich Picture Gallery
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Page 165 and 166: There is also another dimension to
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Page 177 and 178: The author’s experience as a writ
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Page 181 and 182: understanding of the audience and h
Page 183 and 184: case leads one to go and see it, ev
Page 185 and 186: Listen to lectures in museums It se
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Page 193 and 194: merely provide content as podcast b
Page 195 and 196: Related to the question of how freq
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Page 199 and 200: whether Nationalgalerie or Kunsthal
Page 201 and 202: Have you ever listened to the Ars E
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Page 205 and 206: Have you ever downloade d a museum'
Page 207 and 208: Among all the 116 respondents, 90 h
Page 209 and 210: two users who are consuming podcast
Page 211 and 212: Another interesting outcome is that
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Page 217 and 218: 7.3 Podcasting at the San Francisco
Page 219 and 220: The following section will cite an
Page 221 and 222: also he must have had also access t
Page 223 and 224: As regards formality, one of the fi
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Page 227 and 228: The press release goes on describin
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Page 231 and 232: RF also constructs a social relatio
Page 233 and 234: In the first part of the above sent
Page 235 and 236: new types of content. With the podc
Page 237 and 238: Question 5: Does the podcast reflec
Page 239 and 240: 7.4.5 Explanation The interpretatio
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Page 247 and 248: Based upon these discussions, Chapt
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Page 251 and 252: few examples, which show a truly pr
Page 253 and 254: has shown that podcast users tend t
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Page 257 and 258: Discourse In this study the term di
Page 259 and 260: programme may be consumed, streamin
Page 261 and 262: Dave Anderson (Towneley Hall): It s
Page 263 and 264: Reactions of colleagues on podcasti
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How do people develop a format for
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Der Wunsch der Museen nach qualitä
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take advantage of this new technolo
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Listening to the interviews you hav
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happy to answer technical questions
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unterschiedlichen Formaten der Ger
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subscribed to a particular RSS feed
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Now you are working with Antenna Au
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etween the two, a USB mixer called
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How easy is it to create RSS feeds?
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APPENDIX 2 Questionnaire for the Us
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No, I prefer conventional audio gui
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BIBLIOGRAPHY Aaken, G. v., Ich bin
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----------, Language and Power. Sec
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Keller, R., Diskursforschung. Eine
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&en=e3122c5982dec40b&ei=5088&partne
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Understanding the Future: Museums a
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Cultural Broadcasting Archive http:
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Petrie Museum http://www.petrie.ucl
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5 Case Study 1 - Leicester Research Archive - University of Leicester

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