AC/E DIGITAL CULTURE ANNUAL REPORT Focus 2014: The Use of New Technologies in the Performing Arts ACCIÓN CULTURAL AC/E ESPAÑOLA AC/E digital culture ANNUAL REPORT 2014 With this AC/E Digital Culture Annual Report, Acción People working in the field of culture are immersed Cultural Española (AC/E) is initiating a series of in a transformational process that implies the publications whose aim is to equip both progressive adoption of technological innovations to professionals and the public with the information meet the demands of the market and the public. necessary to assess the impact the new technologies This has led to major changes that have made it are having on the arts. It is the outcome of a period necessary to reassess the cultural industries, their of internal deliberation which began a year ago, on role in society and their relationship with it. The how to incorporate the digital dimension into the application of advances based on technological aims of AC/E and our work in support of the cultural innovation has brought about a revolution in the industries. ways solutions are found to such questions as production, exhibition and services to the public. At On the basis of essays by a group of experts, this the same time, this revolution has ushered in new project analyses digital trends: how digital technical challenges as well as establishing a new technology is changing the way culture is designed, definition of the function of the cultural industries, a produced and exhibited in our country. It is, function that is both broader and more inclusive. furthermore, a barometer for predicting trends in the very near future. It is, therefore, a publication At AC/E we feel we should showcase the creativity that brings together information about the arts and of the cultural industries in recent years as they have culture that is not readily accessible and which is endeavoured to take advantage of the advances often only to be found in a very scattered form. that have been made in digital technology, and disseminate this information amongst researchers, Every edition of the AC/E Digital Culture Annual the general public and all those who work in the field Report will include a specific section that collates of culture. We feel sure that everyone will be best practice at home and abroad on digital interested in what we have had to say and that it will technology in a particular discipline. In this first inspire new ways of experiencing culture. edition we are focussing on the performing arts where, during the course of their work, the researchers have found a wealth of richly varied data Teresa Lizaranzu that has far surpassed our initial expectations. President Acción Cultural Española (AC/E) CURRENT PAGE... AC/E 2 FOREWORD AC/E DIGITAL CULTURE ANNUAL REPORT AC/E digital culture ANNUAL REPORT 2014 Establishing a serene dialogue between the world of AC/E, whose aim is to facilitate the promotion, de‐ culture and the new world of the Internet means, velopment and internationalisation of the Spanish first of all, breaking down a series of prejudices that creative and cultural industries, will undertake an exist on both sides, and secondly, having the ability annual analysis of the main technological tendencies to analyse the transformations that are taking place which cultural administrators should bear in mind in the medium to long term. The AC/E Digital Cultu‐ over the coming years in order to gradually incorpo‐ re Annual Report is being launched with the aim of rate them into these three phases. In the digital era making progress in both of these spheres by analy‐ cultural administrators need to determine how, sing the impact of the Internet and that of the cultu‐ where and when to integrate tools such as QR co‐ ral world’s transition to the digital world, to help des, geolocation and augmented reality, amongst those working in the cultural industries to better un‐ other possibilities, to develop new services that will derstand how, where and when their organisations enable cultural organisations to create on‐line expe‐ should incorporate the new technologies. riences that meet the expectations of 21st‐century users. Theatres, museums, bookshops, libraries and art galleries have been far from oblivious of the way in It is with this aim in mind that the wide‐ranging con‐ which the new technologies have been playing a tents of this Annual Report have been divided into growing role in the way people search for, and find, two large sections, so as to facilitate access to them all kinds of cultural content, information and leisure. by different target audiences. On one hand, the An‐ nual Report contains nine opinion pieces which ana‐ The rapid expansion of third generation technolo‐ lyse the main technological trends from a very trans‐ gies within the cultural industries, technologies such versal viewpoint. That is to say, they contain somet‐ as face recognition, intelligent sensors, recommen‐ hing for everyone working in, or with an interest in, dation systems based on real satisfaction, interacti‐ the cultural industries because their contents are ve applications for mobile devices, amongst other applicable to every kind of cultural organisation. The novelties, provides cultural organisations with an transversal technological tendencies under scrutiny impressive array of new opportunities for enriching this year range from the impact the new concepts of people’s experiences during the three phases in gamification, transmedia storytelling and crowdfun‐ which they have direct contact with them: ding are having on the cultural industries, to such highly topical issues as culture in the cloud, how to the discovery phase, prior to visiting sell culture through the Internet, and the role of the the direct experience phase, during the visit social media in the promotion of culture. the experience‐sharing phase, after the visit CURRENT PAGE... AC/E 3 INTRODUCTION AC/E DIGITAL CULTURE ANNUAL REPORT AC/E digital culture ANNUAL REPORT 2014 On the other hand, each year AC/E will analyse the The AC/E Annual Report aspires to become a perma‐ impact the Internet is having on a specific cultural nent consultation and reference manual for cultural sector in order to gain a deeper knowledge of what administrators who wish to discover the advantages is happening there. This first Annual Report focuses the new technologies can offer to the world of cultu‐ on the world of the performing arts (theatre, opera, re. To facilitate access and consultation it is being dance, ballet, etc.). We have analysed the incorpora‐ published under a Creative Commons license that tion of new technologies in many fields within these allows readers to copy and distribute it by any disciplines, from production and promotion to crea‐ means, as long as the authors and the AC/E are cre‐ tion, stage setting, distribution and so forth. To do dited, no commercial use is made of the work, and this we have identified and studied successful cases no modifications are made to it. and examples of good practice in Spain and abroad, the better to help those working in the performing arts to realise the possibilities the new technologies can offer their organisations and appreciate the im‐ Elvira Marco, Javier Celaya, portance of giving digital trends due consideration Director General, AC/E Director, AC/E Digital Culture over the coming years. Annual Report 2014 CURRENT PAGE... AC/E 4 INTRODUCTION AC/E DIGITAL CULTURE ANNUAL REPORT AC/E digital culture ANNUAL REPORT 2014 Contents 1. WHERE WE ARE HEADING: DIGITAL TRENDS IN THE WORLD OF CULTURE 10 THEME 1 Tensions and trends in digital culture by Antonio Rodríguez de las Heras..................................................................................................................................................... 11 THEME 2 Crowdsourcing: shared culture by Tíscar Lara...................................................................................................................................................................................... 20 THEME 3 Gamification, generating commitment to culture by Sergio Jiménez Arenas................................................................................................................................................................... 30 THEME 4 Culture in the cloud by Isabel Fernández Peñuelas............................................................................................................................................................. 39 THEME 5 Cultural sector marketing and consumption through digital technology by Esteban Trigos................................................................................................................................................................................ 51 THEME 6 Transmedia storytelling: new ways of communicating in the digital age by Carlos A. Scolari.............................................................................................................................................................................. 69 THEME 7 The Web Archiving Life Cycle Model by Kristine Hanna............................................................................................................................................................................... 80 THEME 8 Are the social networks any use to the culture industry? by José de la Peña Aznar....................................................................................................................................................................