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Digital Culture: The Changing Dynamics These areas of expertise are not within most curators’ job descriptions and they don’t need to be. They simply need to understand the potential of the wiki as a tool, they don’t need to know how to actually build one themselves. Maybe what that curator needs is support from someone who has the skills to build one, who they can work with to make sure that the wiki is the right tool for the job and answers a real need? This kind of collaborative working and skill sharing, within a practical context, is fundamental to the successful adoption and implementation of a digital publishing agenda in the cultural sector. The people working, running and managing our cultural organizations need to understand it enough so that they can exploit the technology to their advantage without feeling they have to jump on every new bandwagon that comes along. A really nice example of collaborative working and skills development is the National Museums Liverpool Blog. 7 Here, staff are working together to publish a blog about their activities. They are tagging stories, sharing experiences. It is low tech, low cost, low risk but high impact as the nature of a blog is that it is visible to search engines because of the way they are built. It is also only a part of their overall online activities, which also include RSS 8 feeds, online collections, events and a more formal brochure site. Individually they are all simple but together they create a sophisticated online offering that gives them a well-optimized Web presence. Learning how to work with technology in this kind of open, flexible and collaborative way is something that the cultural sector is going to need to do more of, and soon. Aside from a growing handful of cultural sector blogs, the Web 2.0 phenomenon has facilitated millions of people online to share their own personal content – stories, ideas, rants and trivia. Technorati 9 currently tracks over 57 million weblogs and the blogosphere continues to double about every five months. But does any cultural content play a role in these blogs? Do bloggers want access to cultural stuff or are they busy with other things? Changing user behaviour on the 24 Hour Museum website At Culture24 we publish a website called the 24 Hour Museum 10 and we found in the last three years that we share a lot of traffic with blogs, although to find the touch 7 http://blog.liverpoolmuseums.org.uk/ 8 RSS is a format for delivering regularly changing web content. Many news-related sites, weblogs and other online publishers syndicate their content as an RSS Feed to whoever wants it. 9 http://technorati.com/ 10 http://www.24hourmuseum.org.uk 154
points you need to look carefully at the logs from our website. The shape of that contact is not immediately obvious but nevertheless it is happening, a lot. Sometimes a blogger links to one of our RSS feeds 11 and embeds it into their own blog. Sometimes they quote from an article and then link to a piece of our content. This example is from a blog about “policy, museums and cultural diversity” in France and is a good example. Image 1 – Mary’s research blog 12 Turning cultural websites inside out But very often, they link to an image from one of our articles. When they create this link, in effect they are embedding our image into their own blog but it is still being served up from our own website and counts as traffic in our logs, even though the end result is seen on their blog. This is called image hijacking. 11 http://www.24hourmuseum.org.uk/etc/formuseums/TXT25949_gfx_en.html 12 http://marystevens.wordpress.com/2006/10/29/whose-heritage-new-developments-in-theuk-culture-sector/ 155
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CULTURELINK Network of Networks for
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This Work has been published with t
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Culturelink Joint Publications Seri
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Managing culture in virtual realms:
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Foreword Digital culture is a new c
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INTRODUCTION
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Digital Culture: The Changing Dynam
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PART ONE DIGITAL CULTURE - THE NEW
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Introduction Media users: from read
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Media users: from readership to co-
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As John B. Thompson argues, the sup
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designers will take a back seat in
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The above-mentioned are two affirma
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The understanding of media users, a
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Transformations of cultural product
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References Transformations of cultu
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