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Catching Our Breath: Assessing Digital TechnologiesforMeaningful Visitor Engagement
byStacey Mann, Jennifer Moses, and Matthew Fisher
Stacey Mann, Jennifer Moses
and Matthew Fisher work
at Night Kitchen Interactive as
Director of Learning Strategies,
Content Specialist, and President,
respectively. They may be reached
Fathers Day at the Met could havebeen meltdown city for my friendsthree-and six-year-old daughters
if not for Aunt Stacey and her iPhone.As the girls attention began to wane, webegan to play SFMOMAs Family GalleryGame app, helping us to connect with thesurrounding paintings and each other innew ways:
Look at the clothes of the tallest personon your team. What colors, shapes, andlines do you see? Choose an artwork inthe gallery that most closely matches theirclothes. Explain your choice.
The three-year-old selected GauguinsTwo Womenbecause one of the womensshirts matched my sweater. The six-yearold pointed to Bouquet of Flowers in aVaseby van Gogh because the dark blueand black background matched my entire
outfit (including sneakers). Prompted bythe app, we side-stepped, single-filed, andpenguin-waddled through seven galleries,and along the way found paintings thatbest-captured a sense of Cool. Quiet.and Bright. Fun. We studied onepainting closely and then recalled itsdetails and pantomimed paintings as theothers guessed. When I said my good-byes hours later, the elder child thankedme for playing that fun game todayat the museum. Her parents promptlydownloaded the app!
The Digital LandscapeThere is no doubt that rapid technologicalchange is transforming the worldaround us and in turn the museumindustry. The question is no longerwhen, but rather howwill we embraceemerging digital technologies. Museumprofessionalsexhibition developers and
educators in particularare striving todefine the space between engagementand distraction, where we can leveragetechnology to expand and enhance thevisitor experience without overwhelming(or underwhelming) them with newdigital tools. With the rush to digitize,we advocate pausing to take a breath.How can we leverage mobile and other
technologies strategically to supportmeaningful interactions in museumspaces? What are the pros and cons of themany tools, features, and functionalitiesalready in use?
Technology revolutions have over timetransformed the way we live and interact.Today, we witness the rise of the Internetand mobile technologies with the capacityto deliver the world to the palm ofyour hand. As with earlier milestones,the genie isnt going back in the bottle.
However, decades may pass before wefully understand the implications of anynew technology, either at the individualor societal level. By that time, themarketplace has been defined less by bestpractices, and more by ingrained habitsand profitability. It can be difficult torethink and retrain ourselves to use thetechnology in more strategic or beneficialways.
Technology (mobile or otherwise) isubiquitous in our daily lives, with
current surveys indicating that mobileplatforms are emerging as the primaryaccess point for people to engage withthe world around them1(Brenner, 2013).Yet, current research about how we usetechnology in our daily lives paints asobering picture. Several studies indicateshifts in cognitive processing, shrinkingattention spans, delayed or deferred
If you would like to comment
on this article or others in this
issue, please log on to the NAME
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Decades may
pass before we
fully understand
the implicationsof any new
technology,
either at the
individual or
societal level. By
that time, the
marketplace has
been defined lessby best practices,
and more by
ingrained habits
and profitability.
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social skill development, and drops infundamental literacy skills (Bauerlein,2008; Carr, 2011; Turkle, 2011; Smalland Vorgan, 2008). Digital natives (akaMillennials), in particular the youngestamong them, dont necessarily distinguishbetween the real and the virtual. Whenthey do, many of them prefer the digital
realm.
As much as it may be eroding attentionspans and traditional forms ofcommunication, digital engagement mayalso be fostering a new set of intellectualand social skills that often mystifynon-digital natives. They include agreater flexibility to make quick, lateralconnections; an increased consciousnessof oneself within a larger social context;more familiarity with local, nationaland global perspectives; and a stronger
feeling of empowerment to openly voicetheir ideas. We believe there is balanceto be found in this digital landscapeby anchoring museum technologies intraditional interpretive methods, whilecapitalizing on new digital abilities.
Focusing Our EffortsTraditionally museums have served the
public by providing access to historical,scientific, and cultural artifacts andinformed commentary and research, andare increasingly adopting technologies tosupport more engaged learning. But themuseum-going experience must be aboutmore than knowledge transfer.
The 21st
century museum is visitor-centric, participatory, and social. Whatrole should technology play? On one endof the spectrum, purists resist both thetechnical and democratizing aspects ofnew media; on the other end, techno-evangelists advocate doggedly for theopportunities presented by new media,often loathe to hear any reservations orcriticisms of mobile technologies. Webelieve that new media technologiespresent enormous opportunities toinnovate and enhance museum exhibits;
but uses of these technologies must begrounded in a mindful approach that mayurge visitors to actually look up from theirmobile devices, to return their attentionto the actual space of the museum exhibit,and to the other people sharing that space.
So what do we mean by a mindfulapproach? Based on our collective
The SF MOMA Family Gallery Gameapp encourages visitors to explore art galleries together, interacting with the artworks
and one another along the way. Furthermore the educational focus on fundamental art interpretation skills means the app
can be used successfully in nearly any art museum. Courtesy of Night Kitchen Interactive.
(continued from page 15)
No matter
how beautiful
and engaging
your museums
mobile apps or
other in-gallery
technologies,
there is still
profound
value in social
engagement and
dialog within the
museum space.
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experiences in the industry, we haveidentified some basic guidelines forharnessing digital technologies to fostersocial interaction and transformationallearning in the museum space.
Dont Buy the HypeFirst, technology is not always thesolution.2More importantly, just
because we can create and engage withvirtual worlds doesnt mean the physicalworld melts away. Every museumprofessional has observed the zombie-like effect that headphone audio toursinduce in gallery visitors: inattentionblindness as described in a recentAmerican Automobile Associationstudy looking at the effects of handsfree technologies on drivers awarenessof the physical space around them(AAA, 2013). In the attempt to delivermore interpretive content to visitors via
digital means, we dont want to losesight of museums as a communal spaceoffering shared experiences.
Embrace Real Social SpaceTechnology is not, nor should it be,considered a replacement for thereal social spaces represented bymuseums. That said, engaging invirtual connections is not definitivelyanti-social; one can be both socialand virtual (think Facebook). By realsocial we mean the person-to-person
connections made within real spacessuch as museums (Fisher and Moses,2013). No matter how beautifuland engaging your museums mobileapps or other in-gallery technologies,there is still profound value in socialengagement and dialog within themuseum space. To stem the tide oftechnological alienation, some museums
have begun to enforce phone-free zones.
We would argue that this is not the onlyanswer. Instead we challenge museumsto find creative ways to harness whatwould otherwise be a distraction fromthe immediate environment.
Make it IntegratedTechnologies are most effectiveat creating an intensely engagingexperience when the context of thephysical space supports the underlyingobjectives of the technologicalexperience, and vice versa. In orderto encourage social behavior, carveout room for engagement and modelor scaffold the behavior you hopeto inspire. Additionally, dont workagainst visitor expectations for theenvironment. At the University ofMichigan Museum of Art, theirDialogTable (a multi-person, gesture-based interactive) is located in a
The activities in the upper right , those that are both social and in real space, ta ke greatest advantage of the
museum environment. This quadrant is what we like to think of a s the sweet spotof social learning, or reasocial.Courtesy of Night Kitchen Interactive.
Endnotes:
1. As of May 2013: 91% ofAmerican adults have a cell phone
56% of American adults have a
smartphone, 34% of American
adults own a tablet computer.
2. Evgeny Morozov cautions
against solutionism, arguing
that the potential uses of
digital technologies have been
over-hyped, and their possible
consequences under-examined.
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(continued from page 17) gallery adjacent to their caf rather thandeeper within the more contemplativegalleries. Conceived to engage visitorsin conversations about objects from thecollection, the table offers a variety ofvoices from the museums community,such as professors, performers, poets andvisitors. The exhibits locale supports theobjectives of the DialogTable by allowingfor real conversation about objects fromthe collection as visitors digitally exploreinformation about pieces they viewedin the galleries. Connecting lines aredrawn between visitors common objectselections, revealing common bondsbetween strangers, and creating a naturalspringboard for further discussion, allwithin an inviting atmosphere. The
experience extends beyond the museum aswell with visitors creating pools of favoriteobjects to be retrieved on the website,where they can learn more and contributeto the tags that dynamically generateconnections on the table.
Make It PersonalWhen visitors walk through the front
door of the museum, they want to beinspired or tantalized by the collection,the space, and the experience. Theres alot competing for their attention. Timelyand contextual information is useful, butthe further goal should be to establishaffinity with visitors, and invite personalconnections to initiate deeper engagement.Personalization can be accomplishedvia simple polls (What brought you tothe museum today?)or more advancedpreference mapping (Create your owntour!)The deeper question is: onceyouve made a connection, how willyou capitalize on the openness of thatmoment?
As part of their recent exhibition State
of Deception: The Power of NaziPropaganda,the United States HolocaustMemorial Museum created an interactivetexting tour. By dialing a phone numberprinted near the entrance, visitors areintroduced to Museum volunteer andHolocaust survivor, Margit Meissner. Asvisitors listen to her share her personalstory of survival and how propaganda
The DialogTable uses gesture-based technology to allow visitors to learn collectively and share their reflections about artworks in the University
of Michigans Museum of Art. Courtesy of Night Kitchen Interactive.
References:
AAA Foundation for Traffic
Safety (2013). Cognitive
distraction: Something to
think about.Retrieved June 19,
2013 from
http://newsroom.aaa.com/
wp-content/uploads/2013/06/
Cognitive-Distraction_AAAFTS-
Research-Compendium.pdf
Bauerlein, M. (2008). The
dumbest generation: How the
digital age stupefies young
Americans and jeopardizes our
future (or dont trust anyone
under 30).New York: Penguin
Group.
Brenner, J. (2013). Pew internet
mobile,Retrieved June 19, 2013
from http://pewinternet.org/
Commentary/2012/February/Pew-
Internet-Mobile.aspx
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References Continued:
Carr, N. (2011). The shallows:
What the internet is doing to our
brains.New York: W. W. Norton
& Company.
Fisher, M. and Moses, J. (2013)
Rousing the mobile herd: Apps
that encourage real space
engagement. Museums and
the Web 2013.Retrieved June
19, 2013 from http://mw2013.
museumsandtheweb.com/paper/
rousing-the-mobile-herd-apps-
that-encourage-real-space-
engagement/
Morozov, E. (2013) To save
everything, cli ck here: The folly o
technological solutionism.New
York: Public A ffairs.
Norman, D. (2007). The design
of future things.New York: Basic
Books.
Palfrey, J. and Gasser, U. (2008).
Born digital: Understanding the
first generation of digital natives.
New York: Basic Books.
Small, G. and Vorgan, G.
(2008). iBrain: Surviving the
technological alteration of the
modern mind.New York: Harper
Collins.
Turkle, S. (2011). Alone together:
Why we expect more from
technology and less from each
other.New York: Basic Books.
had a direct effect on the lives of herand her family, Margit texts furtherinstructions on how to proceed. Atsubsequent stops, visitors are promptedto study certain objects and respond toquestions posed by our intrepid avatar.Having a name, face, voice, and storyassociated with the auto-generated SMStexts adds a dimension of intimacy to the
experience. The visitor is asked to engagewith this content by someone who has adeeply personal stake in the material. Theexperience allows audiences to personallyconnect, however tangentially, to someonethey wouldnt normally be able to meet.
Make It SocialWeve already expressed our belief inthe importance of social interaction asa key factor in successful technologyintegration. In a recent review of museummobile offerings we found that most
(like audio tours) dont encourage socialengagement (Fisher and Moses, 2013).There are significant exceptions, however.In the opening anecdote we describedSFMOMAs Family Gallery Game, anintentionally social romp through an artmuseum, a space typically associatedwith quiet and reflective behavior. Theapp reinforces respectful gallery etiquettebut in a way that also encourages groupcollaboration, discussion, and play.
We acknowledge that social can
mean different things, take many forms,and be tricky to achieve. What can welearn about creating social spaces fromtechnology thats already out there inthe world? To support social behavior,an exhibit or mobile app needs to do anumber of things:
establish affinity with visitors; ask visitors questions that engage their
personal impressions, thoughts, and feelings;
prompt exchange and sharing with others;
foster awareness of an individualsrelationship with a larger group orcommunity; and
encourage trying new activities or consider different perspectives, for fun and for learning.
By empowering visitors to foster theirown opinions and encouraging them toenjoy the museum space in playful andimaginative ways, technology can help ustranscend barriers to participation.
ConclusionWe know that as digital technologycontinues to transform our world, it willhave alarmist detractors and dedicatedadherents, and both camps will havevalid arguments. Museums are uniquelypositioned to be shelters in the stormsof change where visitors can connectto the real, physical world even whiletaking advantage of the latest advancesin virtual experiences. This new age ofdigital media and mobile devices offers
enormous opportunities for museums toexpand their missions and methods. But,we suggest deliberation, moderation, andconsideration. We urge exhibit designersand educators to expand the types ofexperiences they offer with the followingcaveatlet the technology flow from theexperience you hope to create.
Museums are uniquely positioned to be shelters in the storms of
change where visitors can connect to the real, physical world even
while taking advantage of the latest advances in virtual experiences.
Additional Resource:
Find more information about the
DialogTable at http://www.umma
museum/view/DialogTable/