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Digital Culture: The Changing Dynamics popularity terms, but its popularity is always brief as the turnover of content is so high because so many posts are being made all the time. Once its popularity has expired another post takes its place. The result on our logs is a short lived spike of referrals from somewhere like MySpace and it is very difficult to trace exactly what the image was, or even to find the original post unless you manage to catch the spike as it is happening. The popularity that an individual post can achieve is due partly to an increase in the quality of blogging. It has gained credibility in the mainstream as a form of media in its own right, with its own stars and professional bloggers. This leads to a higher quality and popularity of blogging overall which is helping the number of relevant referrals to sites like the 24 Hour Museum via hijacks. This in turn makes the argument for better-tagged content as, alongside search engines, it will be bloggers who will increasingly have a role to play in helping people to find relevant cultural content that is online. Like the National Museums Liverpool, the 24 Hour Museum site is well optimized in its own right, which is why our content is being found by bloggers. This optimization is grounded in the frequency of our publishing and the use of RSS feeds to get our stories out into the Web very effectively. So why have things changed in the last few years? Why are more people who hijack these images using them in context? Well, it is a result of a number of different things; the 24 Hour Museum site has become more popular and hence is better optimized (visitor numbers have risen from 83 000 in January 2003 to over one million per month in January 2007); there are a lot more people who are blogging; and crucially, people are getting better at searching. It is also important to note that this is not something that is happening exclusively to the 24 Hour Museum site, the percentage of referrals from Google image search is similar on other big image rich sites like the UK’s Natural History Museum. But is all this a good thing? The view at Culture24 is definitely yes. It is an example of people appropriating an aspect of culture in personal ways that mean something to them, a sign of engagement. It is also a sign that search engines can see these images and that means people are finding them and they are then popping up on blogs and social networks like Myspace. But it is still problematic for a lot of organizations as it challenges the boundaries of their institution, their curatorial control and their sense of the authority of their data. It necessitates the need to be open to the idea that knowledge comes from different places and to accept that people may want to use 160
their cultural content online in many different ways that have value to them specifically. Sharing content with social networks There are some institutions that already understand this challenge and are beginning to be proactive and push their content out to social networking sites. An article 16 about the latest online activities of the Brooklyn Museum in the US illustrates this point. The museum is letting its stuff flow out into social networking sites like Twitter 17 and Flickr 18 and it is beginning to have an impact on the level of active user engagement such as posting videos, photographs, comments, etc. What is particularly interesting is that the Brooklyn Museum has put back onto its own website 19 a feed of images from Flickr of the photographs their visitors have taken of their visit. They are embracing the Flickr online community and being open about its interpretations of how they see the museum. They are also, and this is a crucial point, improving their own search engine optimization through the relationship with Flickr. Most people using the Web start their online activity in a search engine. 20 You could say that at the moment people are living in search engines. They start their online activity in a search engine and if they don’t find what they want, they go back to a search engine. Maybe they add another word, maybe two words to refine their search, maybe they switch search engines, but they stick with searching as their method of discovery. Image 6 – Google with house Turning cultural websites inside out 16 http://www.clickz.com/showPage.html?page=3628257 17 http://twitter.com 18 http://www.flickr.com 19 http://www.brooklynmuseum.org/community/photos/ 20 Oxford Internet Institute http://www.oii.ox.ac.uk/research/oxis/oxis2005_report.pdf Common Information Environment http://talk.talis.com/archives/CIE_CC_Final_Report.pdf Digicult http://www.digicult.info/downloads/thematic_issue_3_low.pdf 161
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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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Challenges for cultural policies: t
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2006), foresaw an impressive growth
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