Ac/E Digital Culture 2015 Annual Report

AC/E DIGITAL CULTURE 2015 ANNUAL REPORT Cultural Business Models on the Internet Focus: Museums and New Technologies “Knowledge now lives not just in libraries and museums and academic journals. It lives not just in the skulls of individuals. Our skulls and our institutions are simply not big enough to contain knowledge. Knowledge is now property of the network, and the network embraces businesses, governments, media, museums, curated collections, and minds in communication.” (David Weinberger, Too Big to Know) This is the second edition of the AC/E Digital This year’s edition, like its predecessor, is divided Culture Annual Report published by Acción into two parts. In the first part, twelve opinion Cultural Española in accordance with an edito- pieces by experts in this field analyse the new rial policy of providing both professionals and business models that have arisen from digital citizens with a tool for gauging the impact of disruption and propose ways of applying them new technologies on culture. It is the result of an to the culture sector. The second part shows the internal reflection undertaken two years ago on impact the Internet is having on museums, in how to incorporate the digital dimension into order to examine in depth the changes the sector AC/E’s goals and our work in supporting the is undergoing and help cultural organisations culture sector. This study sets out to analyse the provide experiences that are in line with the main technological trends that cultural managers expectations of twenty-first-century users. should take into account in the coming years. Teresa Lizaranzu President, Acción Cultural Española (AC/E) AC/E Digital Culture Annual Report 2015 Following the excellent reception of the first Pepe Cerezo, Rich Cherry, José Manuel Jarque edition of the AC/E Digital Culture Annual Muñoz, Juan Gasca and Marco Ferrario. All Report – nearly 2,500 copies of the study were these articles have a cross-cutting approach and downloaded – we are pleased to share with are relevant to culture professionals from any professionals from the culture sector the second field, as their content can be applied to any kind edition, which sets out to analyse key aspects of cultural organisation. that need to be taken into account in the transition from analogue to digital in the culture Just as the firstAnnual Report was centred sector. on the world of the performing arts (theatre, opera, dance, ballet, etc.), this second edition AC/E, a public entity whose mission is to carries out a thorough analysis of the use of new facilitate the promotion, development and technology in the museum sector. Throughout internationalisation of Spain’s creative and cul- the process of compiling this section of the AC/E tural sector, and Dosdoce.com, a private entity Annual Report, we detected that a broad range of specialised in studies on the sector’s adaptation museums are already using all kinds of mobile to the digital environment, have joined forces applications such as QR codes, touchscreens, to analyse the main technological trends that sensory technology, geolocation and augmented cultural managers will need to be aware of in the reality, among other technologies, to enhance coming years in order to gain a greater insight the discovery process in their exhibitions and into how, where and when to incorporate new activities and foster interconnection between technologies into their cultural organisations. visitors. With this aim in mind, the broad-ranging Since we found a very high number of cases content of the second edition of the Annual of good practice in the use of the latest digital Report has been divided into two main sections trends in museums, we decided to put together to make it easier to read for the various target a diagram as a guide to readers of the Annual audiences. The Annual Report features twelve Report for approaching this new world. articles that analyse the emergence of new business models in the culture sector and are written The vertical axis of the following diagram on by specialists in different aspects of the Internet: “Degree of technology usage in museums” Joana Sánchez, Marta Rodríguez, Rodolfo describes the different types of technology anal- Carpintier, Hugh Forrest, Matthew Caines, Juan ysed throughout the study, from touchscreens to Mateos García, Grace Quintanilla, Jesús Alcoba, beacons and the new range of third-generation AC/E Digital Culture Annual Report 2015 technologies such as augmented reality and QR The AC/E Annual Report is intended as a refer- codes, among others. The horizontal axis dis- ence manual that can be consulted by cultural plays the different usages currently being given managers wishing to discover the advantages to these technologies in museums and analysed new technology has to offer the world of culture. in detail in the study, from the traditional To facilitate access and viewing, all the annual practice of supplying further information about reports are published free of charge under a works and interaction with them to new models Creative Commons Attribution-NonCommer- of co-creation and co-funding. In order to help cial-NoDerivs license, which allows users to professionals from the museum world assess the copy and share them by any means provided different possible scenarios, we have established that the authors are credited and the work is not three degrees of usage (low, medium and high). used commercially or changed in any way. We hope that the publication of this new edition of the AC/E Digital Culture Annual Report will succeed in providing cultural managers with a Elvira Marco, Javier Celaya, calmer and fuller view of the development of the director general founding partner new digital world and the challenges we face, as of AC/E of Dosdoce.com well as the long road still ahead of us. AC/E Digital Culture Annual Report 2015 AC/E Digital Culture Annual Report 2015 Spain’s Public Agency for Cultural Action Degree of Technology Usage in Museums www.accioncultural.es Further Interaction Educational Experimentation Immersive Co-creation Co-funding information with the work uses and interaction experience with content Low use Provides Helps us establish a Provides educational Facilitates the creation Collective patronage Offers the possibility of Provides all-enveloping Medium use Definition complementary and direct relationship with content designed for of stories and content whereby institutions actively discovering the interaction with the specific information on the pieces by activating specific audiences jointly with the turn to their community stories and concepts works and the premises works, exhibitions or mechanisms in community that to fund specific projects exhibited/publicised at High use spaces response to our supports the institution the institutions commands Screens that respond to being touched on the surface by Touchscreens providing information and interacting with the user Two-dimensional modules in the QR codes form of barcodes for storing information Technology that creates or recreates objects and spaces in 3 dimensions Viewing an environment or real Augmented object through a technological device reality that provides virtual information, recreating a mixed reality Automatic detection of Geolocation geographical location Small devices that broadcast a shortwave signal in Bluetooth Technological devices that detect Sensors and movement, weight or physical monitoring traits, responding in a predetermined manner Technological devices worn on the body that detect or respond to stimuli and movements Electromechanical machines that perform actions predetermined by a computer programme Spaces for experimentation and co-creation with museum content and technology applied to it Technology that uses Internet Web 2.0 platforms to provide information, technology co-creation, interaction and collaboration between users Infographic compiled by Dosdoce.com AC/E Digital Culture Annual Report 2015 Contents Cultural business models on the Internet 11 Challenges of the twenty-first century. How to adapt a company to the twenty-first century Rodolfo Carpintier 13 How to encourage entrepreneurship in the culture sector Joana Sánchez �� 27 Inbound for the cultural world Marta Rodríguez 49 The digital competencies of organisations: the challenge of digitally transforming talent Jesús Alcoba González 75 How to apply Design Thinking (DT) and Lean Startup (LS) to finding new business opportunities for the culture industries of the twenty-first century Juan Gasca Rubio & José Manuel Jarque �� 91 Using data to create value in the arts and cultural sector Juan Mateos-Garcia 113 The transgressive power of sharing Grace Quintanilla 131 The challenge of the digital transformation of the culture industries Pepe Cerezo ��

Load more