Museums, libraries and archives – Page 10

'I see, I feel, hence I notice, I observe, and I think'

More and more open and/or linkable cultural heritage data is becoming available, which means the next big challenge for memory institutions is dealing with 'death by aggregation: creating meaningful, engaging experiences of individual topics or objects within masses of digital data. With that in mind, I've been wondering about the application of Roland Barthes' concepts of studium and punctum to large online collections. (I'm in the middle of research interviews for my PhD, and it's amazing what one will think about in order to put off transcribing hours of recordings, but bear with me…)

Studium, in Wikipedia's definition, is the 'cultural, linguistic, and political interpretation of a photograph'. While Barthes was writing about photography, I suspect studium describes the average, expected audience response to well-described images or objects in most collections sites – a reaction that exists within the bounds of education, liking and politeness. However, punctum – in Barthes' words, the 'element which rises from the scene, shoots out of it like an arrow, and pierces me' – describes the moment an accidentally poignant or meaningful detail in an image captures the viewer. Punctum is often personal to the viewer, but when it occurs it brings with it 'a power of expansion': 'I see, I feel, hence I notice, I observe, and I think'. You cannot design punctum, but can we design collections interfaces to create the serendipitous experiences that enable punctum? Is it even possible with images of objects, or is it more likely to occur with photographic collections?

While thinking about this, I came across an excellent post on Understanding Compelling Collections by John Coburn (@j0hncoburn) in which he describes some pilots on 'compelling historic photography' by Tyne & Wear Archives & Museums. The experiment asked two questions: 'Which of our collections best lends themselves to impulse sharing online?' and 'Which of our collections are people most willing to talk about online?'. It's well worth reading both for their methods and their results, which are firmly grounded in the audiences' experience of their images: a 'key finding from our trial with Flickr Commons was that the mass sharing of images often only became possible when a user defined or redefined the context of the photograph', 'there’s a very real appetite on Facebook for old photography that strongly connects to a person’s past'.

Coming back to Barthes, their quest for images that 'immediately resonated with our audience on an emotional level and without context' is almost an investigation of enabling punctum; their answer: 'anything that How To Be a Retronaut would share', is probably good enough for most of us for now. To summarise, they're 'era-specific, event-specific, moment-specific' images that 'disrupt people’s model of time', that 'tap into magic and the sublime', and that 'stir your imagination, not demand prior knowledge or interest'. They're small, tightly-curated, niche-interest sets of images with evocative titles.

That's not how we generally think about or present online collections. But what if we did?

[Update, May 16, 2012.

This post, from Flickr members co-curating an exhibition with the National Maritime Museum, offers another view – is the public searching for punctum when they view photographic collections, and does the museum/archive way of thinking about collections iron out the quirks that might lead to punctum?

'It is frightening to imagine what treasures will never see the light of day from the collection at the Brass Foundry. I got the sense that the Curators and the National Maritime Museum in general see these images as closely guarded historical documents and as such offer insight location, historical events and people in the image. There seems to be a lack of artistic appreciation for the variety of unusual and standalone images in the collection, raising an important question concerning the value attributed to each photograph when interpreted by an audience with different aesthetic interests. … In my opinion it is the ‘unknown’ quality of photography that initially inspires engagement and subsequently this process encourages an exploration of our own identity and how we as individuals create meaning.' Source: 'The Brass Foundary Visit 19/04/2012']

Report from 'What's the point of a museum website' at MCN2011

A really belated report from the 'What's the point of a museum website?' panel I was part of with Koven Smith (@5easypieces), Eric Johnson (@ericdmj), Nate Solas (@homebrewer) and Suse Cairns (@shineslike) at last November's Museum Computer Network (MCN2011) conference. I've written up some of my own thoughts at Brochureware, aggregators and the messy middle: what's the point of a museum website? – this post is about the discussion during the panel itself. There was a lot of audience participation (in the room and on twitter), which made tackling a summary of the discussion really daunting, so I've given up on trying to capture every thread of conversation and am just reporting from the notes I took at the time.

It's all bit of a blur now so it's hard to remember exactly how the conversations went, but from my notes at the time, it included: Clay Shirky on social objects as a platform for conversation; games and other online experiences as big draws for museum sites (trusted content is a boon for parents); the impact of social media making the conversations people have always had about exhibitions and objects visible to curators and others; and the charisma of the physical object. From the audience Robin White Owen mentioned the potential for mobile apps to create space, opportunity for absorption and intimate experiences with museum content, leading me to wonder if you can have a Stendhal moment online?

Is discoverability is the new authority for museum websites? As Nate said, authority online lies in being active online, though we also need to differentiate between authority about objects and narratives, and cite our sources for statements about online collections. (See also Rob Stein on the difference between being authoritarian and authoritative). But maybe that's challenging too – perhaps museums aren't good at saying there is no right answer because we like to be the one with the right answer. Someone mentioned 'communities of passion' gathered around specific objects, which is a lovely phrase and I'm sorry I can't remember who said it. Someone else from the audience wisely said, it's 'not how do I drive people to my collection, but how do I drive my collection to them'. Andrew Lewis talked about 'that inspiration moment' triggered in a museum that sends you hurrying back home to make art or craft something.

I talked about my dream of building a site that people would lose themselves in for hours, just as you can do on Wikipedia now after starting with one small query. How can we build a collections online site where people can follow one interesting-looking object or story after another? We can't do that without a critical mass of content, and I suspect this can only be created by bringing different museum collections together digitally (or as Koven called it, digital repatriation), which also gets around the random accidents of collecting history that mean related objects are isolated in museums and galleries around the world. Also, we're only ever part of the audience's session online – we might be the start, or the end, but we're more likely to be somewhere in the middle. We should be good team players and use our expert knowledge to help people find the best information they can.

Looking back, a lot of the conversation appears to be about how to create the type of rich experience of being in the presence of an object – a moment in time as well as in space – from the currently flat experience of looking at an object in an online catalogue (particularly when the online environment has all the distractions of kitten videos and social media notifications). Can storytelling or bite-sized bits of content about objects act as 'hooks' to enable reflection and learning online? Hugh Wallace has used the phrase 'snackable content' for readily available content that fits into how people use technology, and I think (with my conversational, social history bias) that stories-as-anecdotes can be a great way of sharing information about collections while creating that self-contained moment in time. (And yes, I am side-stepping Walter Benjamin's statement that 'that which withers in the age of mechanical reproduction is the aura of the work of art'. Not that he was in the room, but he does tend to haunt these conversations.)

As with many conversations about online visitors, the gap between what we know and what we should know is frustratingly large, and we still don't know how large the gap between what (particularly) collections online are and what they could be. Someone said that we're (measuring, or talking about) what users currently do with what we give them, not what they really want to do. Bruce Wyman tweeted, 'current visitors most frequently give *incremental* ideas. You need different folk to take those great leaps forward. That's us'. Rob Stein said he didn't care about measuring time online, but wanted to be able to measure epiphanies – an excellently provocative statement that generated lots of discussion, including comments that epiphany needs agency, discourse, and serendipity. Eric said we murder epiphany by providing too much information, but others pointed out that epiphanies are closely tied to learning, so maybe it's a matter of the right information at the right time for the right person and a good dose of luck.

So (IMO) it was a great panel session, but did we come up with an answer for 'what's the point of a museum website'? Probably not, but it's clearly a discussion worth having, and I dare say there were a few personal epiphanies during the session.

I'm collecting other posts about the session and will update this as I find them (or let me know of them in the comments): Suse's Initial takeaways from MCN2011. I also collated some of the tweets that used the session hashtag 'wpmw' in a document available (for now) via my dropbox.

Finally, thank you to everyone who attended or followed via twitter, and particular thanks to my fellow panelists for a great discussion.

Brochureware, aggregators and the messy middle: what's the point of a museum website?

MCN 2011, Hyatt Regency Atlanta, What's The Point of a Museum Website, November 17th

Photo: nealstimler

Back in November I attended the Museum Computer Network (MCN2011) conference for the first time. I was lucky enough to get a scholarship (for which many, many thanks). During the conference I was part of a panel discussing 'What's the point of a museum website?' with (from l-r in the photo) Koven Smith (@5easypieces), Eric Johnson (@ericdmj), Nate Solas (@homebrewer) and Suse Cairns (@shineslike). I've posted about some of the ideas covered in the WPMW session, but this post is my attempt to think through 'what is the point of a museum website?' in the context of our MCN session. I'm not lying when I say 'attempt' – this post is a draft, but since it's been a draft for months now, I'm going to take a deep breath and post it. I'd love to hear your thoughts, challenges, props, whatever, and I'll update the post in response.

I've started thinking of museum websites as broadly fitting into three categories:

1. The practicalities. Unashamed brochureware may be enough for some museums (and may be all other museums, such as local authority museums tied to larger infrastructure, can manage): the practical, get-people-through-the-door stuff: why visit, how to get there, when to visit, what's on. Facebook and Google are competing to host content like this, so presumably visits to these sites are generally going to decrease over time. This category reflects economic and organisational restrictions more than user requirements.

2. Collections online. An important, opinionated caveat: unless your 'collections online' interface is a destination in its own right, or adds unique value, I think the point lies in aggregated collections. Repositories like Europeana (and national aggregators like CultureGrid and Gallica), Collections Australia Network, Digital NZ, and the future Digital Public Library of America bring heavy-weight resources, SEO and discoverability and sheer scale to the 'collections online' work of a museum website. But this scale brings new problems – these big, chaotic pots of content can be difficult to use. Their sheer size makes it hard to highlight interesting objects or content. Meaningful search results are difficult*, even for the patient, expert researcher, because they tend to contain so many different kinds of content about a range of subjects, taken from a variety of source museums, libraries, archives with hugely variable metadata quality and schema. Better search engines, faceted browsing, etc, may help, but aggregators aren't really designed for humans**. See also: 3a, 'The carefully curated and designed experience based on a particular concept' for a different view on collections online.

3. The messy middle. This includes all kinds of things that general audiences don't seem to expect on a museum website – exhibition and marketing microsites, educational and family activities, public engagement experiences, games, lists of objects on display, research activities, etc. It's a pretty safe guess that some of this content is online because it reflects the internal structure or requirements of the museum, is re-purposed from exhibitions, or is designed for specialist users (who may, however, also under-use it unless the collection is notably comprehensive or is one of the top hits for a Google search). For museums, the point of a museum website may be editorial voice, control, metrics, or an attempt to monetise their images.

We know that lots of the messy middle really works for our audiences – for example, good games and other activities have metrics through the roof. But without more research it's hard to know whether the content that audiences should love is less used than it might be because it's not easily discoverable by non-visitors to the website, isn't well advertised or consistently available on museum sites, or is competing with other groups that meet the same needs. Does the trust people place in museums translate into trusted online content – how much do audiences really know or care whether an online experience, mobile app or the answer to their kid's homework question was provided by a museum? Do they value 'authority' as much as we do? When does museum content go from being 'on your website' to 'being on the web', and does it still matter?

For one potential point for museum websites, I need to refer back to the collection aggregators. In an ideal world, the availability of images, reusable data licenses, organisational processes, and machine-readable data that populate these mega-collections would make it easy to create more tightly-defined cross-collection experiences based on carefully chosen sub-sets of aggregated collections. In other words…

3a. The carefully curated and designed experience based on a particular concept. From the Google Art Project to Europeana's Weddings In Eastern Europe, sites that draw on digital objects and expert knowledge to create audience-focused experiences could be the missing link between the in-gallery exhibitions museums love and the audience-focused born-digital experiences that are appropriately rich and/or snackable, and could be the source of the next great leap forward in museums on the web. Museums can take the lessons learnt from years of topic-specific cross-institutional projects and research on existing audiences, and explore new models for audience engagement with museums online. And perhaps more importantly, work out how to fit that into places our audiences already hang out online and let them share it promiscuously.

So, what's the point of a museum website? At the simplest level, the point of a museum website is to get visitors into venues, and maybe to sell them tickets or products. Ideally, the point of aggregators is to surface content hidden in the deep web so it's discoverable on your Google search results page and can be put into context with other resources. The very messiness of messy middle category makes it harder to answer the question – it's the fun stuff, but most of it is also hardest to measure or to justify in terms of return on investment.

This is where asking more specific questions becomes more useful: not just, 'what's the point?' but 'the point for whom?'. In the cold light of the budget cuts, perhaps it's better to ask 'how do you prioritise your museums' web work?'. Both the 'practicalities' and the aggregators are broadly about access – getting people into the galleries or to catalogue records so they can discover and make the most of your collections. The messy middle bit is broadly about engagement, which I suspect is key to broadening access by providing better ways for more people to access our collections.

As a museum technologist it hurts to say this, but if your museum isn't genuinely interested in online engagement or just can't resource it, then maybe the point of your website is to meet the practicalities as well as you can and push your content up into an aggregator. I think we're still working to understand the role of online content in the relationship between museums and their audiences, but despite my final note of doom and gloom, I hope museums keep working at it. As Bruce Wyman tweeted at the MCN session, "current visitors most frequently give *incremental* ideas. You need different folk to take those great leaps forward. That's us".

Do we lose more than we gain by separating 'museum as venue' from 'museum as holder of collections' and 'museum as space for engaging with culture, science and history'? And is it acceptable for some museums to stick to brochureware if they can't manage more? What do you think?

—
* The aggregation model also potentially applies to museum shops and picture libraries (ArtFinder, Culture Label, etc) but, perhaps because commercial profits are riding on the quality of the user experience, they tend to have more carefully tended information architecture and they're closer to the 'curated experience'.

** I've also written about audience issues with aggregation (boo) and the potential for 'Museum data and the network effect' (yay!) in 'Museums meet the 21st century', The rise of the non-museum (and death by aggregation), Rockets, Lockets and Sprockets – towards audience models about collections? and (back in 2009) Happy developers + happy museums = happy punters. One reason aggregated collections aren't a great user experience is that paucity of museum collection data, though that can be improved with crowdsourcing, which as a bonus appears to be a great way to engage audiences.

[Update: there's a post on the Huffington Post (I know, but what can you do?) on 'What Makes for Compelling Museum Websites? When to Break the Rules' that posits 'Viewer Focused', 'Mirror' and 'Augmented' design principles for exhibition microsites. This model seems to be about how strictly the microsite matches the objects in the exhibition, and whether the visitor can comment or use a variety of methods for navigating through the content.]

Can you capture visitors with a steampunk arm?

Credits: Science Museum

This may be familiar to you if you've worked on a museum website: an object will capture the imagination of someone who starts to spread the link around, there's a flurry of tweets and tumblrs and links (that hopefully you'll notice in time because you've previously set up alerts for keywords or URLs on various media), others like it too and it starts to go viral and 50,000 people look at that one page in a day, 20,000 the next, furious discussions break out on social media and other sites… then they're gone, onto the next random link on someone else's site. It's hugely exciting, but it can also feel like a missed opportunity to show these visitors other cool things you have in your collection, to address some of the issues raised and to give them more information about the object.

There are three key aspects to riding these waves of interest: the ability to spot content that's suddenly getting a lot of hits; the ability to respond with interesting, relevant content while the link is still hot (i.e. within anything from a couple of hours to a couple of days); and the ability to put that relevant content on the page where fly-by-night visitors will see it.

For many museums, caught between a templated CMS and layers of sign-off for new content , it's not as easy as it sounds. When the Science Museum's 'steampunk artificial arm' started circulating on twitter and then made boingboing, I was able to work with curators to get a post on the collections blog about it the next day, but then there was no way of adding that link to the Brought to Life page that was all most people saw.

In his post on “The Guardian’s Facebook app”, Martin Belam discusses how their Facebook app has helped archived content live again:

Someone shares an old article with their friends, some of their friends either already use or install the app, and the viral effect begins to take hold. … We’ve got over 1.3 million articles live on the website, so that is a lot of content to be discovered, and the app means that suddenly any page, languishing unloved in our database, can become a new landing page. When an article becomes popular in the app, we sometimes package it with content. Because we know the attention has come at a specific time from a specific place, we can add related links that are appropriate to the audience rather than to the original content. …when you’ve got the audience there, you need to optimise for them

As a content company with great technical and user experience teams, the Guardian is better placed to put together existing content around a viral article, but still, I'm curious: are any museums currently managing to respond to sudden waves of interest in random objects? And if so, how?

Can ugly babies save museums?

Since coming across Ugly Renaissance Babies, I've been wondering: is Tumblr* the best thing to happen to broad public engagement with art history**? They're dead simple posts – an image and a short comment, but they spread widely (as you can see from the number of re-posts), and arguably make renaissance art more interesting to people who wouldn't normally view it. Can sites that curate content from across different collections like this create serendipity through decontextualisation, and bring art history to the masses?

Like image macros, they can bring history and popular culture together in amusing ways (e.g. Joseph Ducreux, the Bayeux Tapestry and song lyrics), but is this irreverent commentary and re-contextualisation exactly the kind of thing that skeptical curators worried about when we were all getting excited about online collections? So I also have an entirely different question – does it matter to museums, galleries if (like the V&A) your painting appears in Ugly Renaissance Babies?

Attributed to Master of the Kress Epiphany, The Expulsion of the Money-Changers (detail), around 1480-1500

'We wants it, we needs it. Must have the precious.'

Is it ok to point out 'bad' art like this? Visitors often make rude comments about the ugly babies or whatever as they pass through museum galleries, but unless someone is there to hear them their comments are ephemeral.

And does it matter if the site author doesn't link back to the holding collection or image source? [I think it does – for context and finding related items more than ownership, but I've been told that's a museum-y way of looking at it.]

I posted the tumblr link and asked some of these questions a while ago on Twitter, but frustratingly, I can't get back as far as the original post in the @-mentions page so I'm missing any comments I didn't reply directly to at the time. (The reliability of free social media services is a whole other post…) The one set of comments I can retrieve was from Erika Taylor (@erikajoy), who said, 'surely you would be proud as punch having an original renaissance ugly baby in your collection? May change the significance perhaps' … 'an interesting additional social significance to add to whatever the existing significance is' and best of all,

'also, how cool would it be if museums collected memes of their paintings back into their collection.'

Finally, since this is presumably my last post for the year, I'd like to thank you for reading and commenting, and for inspiring conversations at conferences and on twitter – may your 2012 bring wondrous things to you and yours.

* insert your favourite social media service here.
** I suspect artistic objects are more 'portable' than social history or science objects, as they make visual sense without a story explaining what they are or why they're important.

Why do people rally to save libraries but not museums?

An experiment capturing a conversation with Storify…

Huge thanks to everyone who contributed and let me share their comments. P.S. You know your sector is loved when there's a Ryan Gosling 'hey girl' tumblr about you…

On releasing museum data and the importance of licenses

I've been preparing for the workshop on 'Hacking and mash-ups for beginners' I'm running at the Museum Computer Network conference (MCN2011) this year, which as always means poking around the GLAM APIs, linked and open data services page for some nice datasets to use in exercises. Meanwhile, people have been using NMSI data at Culture Hack North this weekend, and a question from that event made me realised I never blogged here about the collections data released by NMSI (i.e. the UK Science Museum, National Media Museum and National Railway Museum) back in March 2011.

There's more in the post I wrote on the museum developers blog at the time, Collections data published, but in summary:

We’ve released the files [218,822 object records, 40,596 media records and 173 event records] as a lightweight experiment – we’d like to understand whether, and if so, how, people would use our data. We’d also like to explore the benefits for the museum and for programmers using our data – your feedback will inform decisions about future investment in more structured data as well as helping shape our understanding of the requirements of those users. The files are in CSV format – because it’s a really simple format, viewable in a text editor, we hope that it will be usable by most people.

And since someone asked for some background on how I dealt with the organisational issues, the short answer is – I was pragmatic, figured any reasonable data was better than none, and kept it simple. Or, as I wrote at the time in Update on collections data and geocoded NRM data:

A few people have commented on the licence (Creative Commons Attribution-NonCommercial-ShareAlike, CC BY-NC-SA) and on the format (CSV). As tomorrow is my last day, I can’t really speak for the museum but the intention is to learn from how people use the data – the things they make, the barriers they face, etc – and iterate (as resources allow) until we get to an optimal solution (or solutions). So please get in touch if you’ve got requests or think you can help clear up some of the issues these kinds of projects face, because there’s a good chance you’ll help make a difference.

The licence is a pragmatic solution – it’s clarification of existing terms rather than a change to our terms, because this avoided a need for legal advice, policy review, etc, that would have added several months to the process.

And yes, I know CSV is quick and dirty, but it’s effective. The museum sector is still working out how to match the resources available with the needs of mash-up type developers who work best with JSON and those who are aiming for linked open data; my hope is that your feedback on this will help museums figure out how to support people using open data in various forms. A simple solution like this also means it’s easy for the museum to re-run the export to update the data as time goes on, and that anyone, geek or not, can open the files without being startled by angle brackets and acronyms. Also, did I mention it was quick?

In some ways, 2011 has been the year I really understood how much of a barrier a 'non-commercial' license is to re-use ('Wired releases images via Creative Commons, but reopens a debate on what “noncommercial” means' is quite a useful article for understanding the confusion though the LOD-LAM Summit was really where it came together for me). Even I've struggled with questions like 'does a non-commercial license mean I can or can't upload the data to Google Fusion Tables to clean it?', let alone 'can a widget made with non-commercial data be displayed on an ad-supported blog site?'.

Most people who want to play with heritage data want to do the right thing, so an ambiguous 'non-commercial' license effectively prevents them using it (people who want to do bad things with it would probably just scrape the data anyway). I get the sense that museums (and other GLAM orgs) are strongly loss averse, so a full 'commercial use ok' statement might be a bit much, but maybe we can do more to define exactly what's reasonable 'commercial' use and what's not? The Wired article provides some useful starting questions, as does Europeana's discussion of their Data Exchange Agreement. Maybe 2012 will be the year we start to provide answers…

Update, January 2013: I've been writing a piece on open cultural data in museums so have been coming across more material on confusion about 'non-commercial'. The Danger of Using Creative Commons Flickr Photos in Presentations discusses one case where the owner of a photograph was confused about whether it was being used commercially or not. While that may turn out to be a case of mistaken identity, one commenter, Michael, says:

'Commercial and non-commercial are very difficult to determine. As such, I make a point of never using photos that have a non-commercial license. Too much hassle. (I also now do not use photos with a share-alike provision. Same reason, too much hassle.)'

A post on the Creative Commons blog, Library catalog metadata: Open licensing or public domain? discusses the case for and against requesting vs requiring attribution.

My Europeana Tech keynote: Open for engagement: GLAM audiences and digital participation

This is a slightly abridged version of my notes for my keynote, 'Open for engagement: GLAM audiences and digital participation' at EuropeanaTech (#etech11) in Vienna in October 2011.

Introduction
I'm really excited about being here to talk about some of my favourite things with you. I think helping people appreciate cultural heritage is one of the best jobs in the world so I feel lucky to be here with people working toward the same goal.

This is a chance to remind ourselves why we should get audiences participating digitally – how does it benefit both GLAM (galleries, libraries, archives, museums) and their audiences? I'm going to take you through some examples of digital participation and explain why I think they're useful case studies. I'll finish by summarising what we can learn from those case studies, looking for tips you can take back to your organisations. Hopefully we'll have time for a few questions or some discussion.

Why enable participation?
Isn't it easier to just keep doing what we're already doing? Maybe not – here are some problems your GLAM organisation might be facing…

You need to think digitally to enable participation at scale – to reach not tens or hundreds, but thousands or hundreds of thousands of people. As cultural heritage organisations, we have lots of experience with access and participation at reference desks and in galleries. We are good at creating experiences to engage, delight, and educate in person, but these are limited by the number of staff required, the materiality of the objects or documents, the size of a venue, its location and opening hours. We're still learning how to translate those brilliant participative experiences into the digital domain…

Collections are big, resources are small. In most cases we're still digitising catalogue records, let alone taking images and writing beautiful contextualised interpretative material for our collections. We'll be at it for centuries if we try to do it alone…

What's more, it's not enough for content to be online – it has to be findable. Our digitised content is still not very discoverable in search engines – which means it's effectively invisible to most potential audiences. We need better content to help search engines find the stuff we've put so much work into putting online. For example, I wanted to use Europeana images to illustrate my slides, but I had trouble finding images to match my ideas – but if other people had tagged them with words like 'happiness', 'excitement', 'crowds', I might have been able to find what I needed.

User-contributed content can help bridge the 'semantic gap' between the language used in catalogues and the language that most people would use to look for content.

Even when our content is found by our audiences, it's not always very accessible without information about the significance, and cultural and historical context of the item. Further, in Europeana's case, there's a gap between the many languages of the user community and the catalogue metadata; as well as gaps between historical and contemporary language. Sadly, at the moment, many records lack enough context for a non-expert to have a meaningful experience with them.

Why support participation?
So, those are some of the problems we're looking for solve… what are the benefits of digital participation?
Firstly, the benefits to organisations…

Engagement and participation is often part of your core mission.

inspire, passion, educate, enhance, promote preserve, record, access, learn, discover, use, memory, culture, conservation, innovation

I had a look at some mission statements from various museums, libraries, and archives, and these are the words that frequently occurred. The benefits of audience participation are both tangible and intangible, and exactly how they relate to your mission (and can be measured in relation to it) depends on the organisation. And don't forget that access may not be enough if your content isn't also discoverable and engaging.

Participation can increase traffic. It's pretty simple – if content is more discoverable, more people will discover it. If audiences can actively participate, they'll engage with your collections for longer, and return more often. They may even turn into physical visitors or buy something online…

Turn audiences into advocates – there are many people who forget that GLAMs even exist once they've left school – but these are often the people we can reach with digital projects. When people directly benefit from your resources, they know why your organisation is important. You're no longer dusty old stuff in boxes, you're their history, part of the story of how their lives came to be and how their future is formed. When people have a great experience with you, they become fans. When you encourage people to participate in meaningful work, they gain a sense of ownership and pride. These intangible outcomes can be as important as the content created through audience participation. It's a chance to let people see the full complexity of what you do, how much work goes into providing access and interpretation; understand that what they see on the shelves or in the galleries is the tip of the iceberg..

There are more experts outside your GLAM than within. Participatory projects let you access external knowledge. This knowledge can include the experience of using, repairing or building an object; memories of the events or places you've recorded; or it may be specialist knowledge they've built through their own research. Let them share their knowledge with you, and through you, with your audiences.

Finally, the rest of the world is moving from broadcast to dialogue and interaction. If you spend time around kids, you may have seen them interact with old-fashioned screens – for them, an interface you can only look at is broken.

Benefits to audience

It's all very well saying participation creates deeper engagement, but rather than tell you again, I'd rather show you with a quick thought experiment.

First I want you to imagine taking a photo of an object in a museum. Ok – so, how many times do you really go back and look at that photo? How much do you remember about that object? Do you find yourself thinking about it later? Do you ever have a conversation with friends about it?

Now I want you to imagine sketching the object, perhaps at this handy sketching station in the Musée des Beaux-Arts de Dijon.

As you draw, you'll find yourself engaging with the particular materiality of the object – the details of its construction, the way time has affected it. You may start wondering about the intention of the creators, what it was like to use it or encounter it in everyday life. In having an active relationship with that object, you've engaged more deeply, perhaps even changed a little as a result. New questions have been raised that you may find yourself pondering, and may even decide to find out more, and start your own research, or share your feelings with others.

Perhaps surprisingly, even the act of tagging an object has a similar effect, because you have to pay it some attention to say something about it…

A big benefit for audiences is that participation is rewarding. There are many reasons why, but these are some I think are relevant to participation. Games researcher Jane McGonigal (Gaming the future of museums) says people crave:

1. satisfying work to do
2. the experience of being good at something
3. time spent with people we like
4. the chance to be a part of something bigger

Participation in digital cultural heritage projects can meet all those needs.

Types of participation

The Center for Advancement of Informal Science Education came up with these forms of public participation in science research. Nina Simon of the Museum 2.0 blog mapped them to museums and added 'co-option'; I've included 'platform'.

Contributory – Most GLAM user-generated content projects. Designed by the organisation, the public contributes data.
Collaborative – the public may be active partners in some decisions, but the project is lead by the organisation
Co-creative – all partners define goals and make decisions together
Platform – organisation as venue or host for other activity.

It's also important to remember that there are some types of participation where the value lies mostly in the effect of the act of creation for the individual – for example, most commenting doesn't add much to my experience of the thing commented on. However, sometimes there's also value more widely – for example, when someone comments and includes a new fact or interesting personal story. Taking this further, participatory projects can be designed so that each contribution helps meet a defined goal. Crowdsourcing involves designing carefully scaffolded tasks so that the general public can contribute to a shared goal. Crowdsourcing in cultural heritage is probably most often contributory rather than collaborative or co-creative.

Case studies
I've chosen two established examples and two experimental ones to demonstrate how established digital participation is, and also where it's going…

Flickr Commons – I'm sure you've all probably heard of this, but it's a great reminder of how effective simply sharing content in places where people hang out can be. The first tip: go fishing where the fish are biting. Find the digital spaces where people are already engaging with similar content.

Example page: [Sylvia Sweets Tea Room, corner of School and Main streets, Brockton, Mass.]. You can see from the number of views, comments, tags, favourites and notes that organisations are still finding much higher levels of discoverability, traffic and user contributions on the Commons than they'd ever get on their own, individual sites. It's also a nice example of the public identifying a location, and there are wonderful personal recollections and family histories in the comments below.

Trove – crowdsourcing OCR correction. Tasks like OCR correction that require judgement or complicated visual processing are perfect for crowdsourcing.

Crowdsourcing can solve real problems – helping scientists identify galaxies and proteins that could save lives, or providing data about climate change through history. In this example, crowdsourcing is helping correct optical character recognition (OCR) errors. In the example here, the correction is subtle, but as someone from the location described, I can tell you that the transcription now makes a lot more sense… And making that correction felt good.

According to the National Library of Australia, by February 2011 they had '20,000+ people helping out and 30 million lines of text had been corrected during the last 2 years'. This is a well-designed interface. Their clear 'call to action' – 'fix this text' – is simple and located right where it needs to be. Another tip: you don't need to register, but you can if you want to track your progress. Registration isn't a barrier, and it's presented as a benefit to the audience, not the organisation. They've also got a forum as a platform for conversation between participants.

So, crowdsourcing is great. But as crowdsourcing gets more popular, you will be competing for 'participation bandwidth' with other participatory and crowdsourcing projects – people will be deciding whether to work with your site or something else that meets their needs… What to do?

Well, it turns out that crowdsourcing games can act as 'participation engines'…

[I then talked about 'a small tagging game I researched, designed and made in my evenings and weekends, so that you can see the potential for crowdsourcing games even for GLAMs that don't have a lot of resources' – if you're curious, it's probably easiest to check out the slides at http://www.slideshare.net/miaridge/everyone-wins-crowdsourcing-games-and-museums alongside the video at http://vimeo.com/26858316].

Because crowdsourcing games can be more accessible to the general public, they can also increase the number of overall contributors, as well as encouraging each contributor to stay for longer, do more work, engage more deeply. Crowdsourcing games can be much more productive than a non-game interface by encouraging people to spend more time and play with more content. If games not suitable for your audience, you can adopt some of the characteristics of games – clear initial tasks to start with and a sense of the rules of the game, good feedback on the results of player actions towards a goal, mastering new skills and providing interesting problems to solve…

Continuing the [Europeana Tech] theme of openness, this project was only possible because the Science Museum (UK) and the Powerhouse Museum had APIs into their object records – I was able to create a game that united their astronomy objects without ever having to negotiate a partnership or licensing agreement.

Oramics – co-creation (and GLAM as platform). My final example is something I worked on just before I left the Science Museum but I make the caveat that I can't claim any credit for all the work done since, and I haven't seen any internal evaluation on the project.

The Oramics project was a conscious experiment in co-curation and public history, part of a wider programme of research. This is the Oramics machine. It's a difficult object to interpret – it's a hand-built synthesiser, and not much to look at – it's all about how it sounded, but it's too fragile to restore to working order. So the museum needed help interpreting the object, in understanding how to explain its significance and market it to new audiences. They tried a few different things in this project… They worked with young people from the National Youth Theatre who met museum staff to learn about the people who invented and built the machine, and they visited the object store to see the machine. They worked with developers to make an app to recreate the sounds of the synthesiser so that people could make new music with it. They also worked with a group of co-curators recruited online to help make it interesting to general visitors as well as music fans – the original call to action was something like 'we have an amazing object we need to bring to life, and six empty cases – help us fill them!'.

While the main outputs of all this activity are pretty traditional – a performance event, an exhibition – it's also been the catalyst for the creation of an ad hoc online community and conversations on Facebook and blogs.

As Clay Shirky told the Smithsonian 2.0 workshop in 2009, it's possible that "the artefact itself has created the surface to which the people adhere. … Every artefact is a latent community". It's nice to think we're finally getting to that point.

Best practice tips
So what do you need to think about to design a participatory project?

Have an answer to 'Why would someone spend precious time on your project?'
Be inspired by things people love
Design for the audience you want
Make participating pleasurable
Don't add unnecessary friction, barriers
Show how much you value contributions
Validate procrastination – offer the opportunity to make a difference, and show, don't tell, how it's making a difference
Make it easy to start participating, design scaffolded tasks to keep people going
Let audiences help manage problems
Test with users; iterate; polish
Empower audience to keep the place tidy – let them know what's acceptable and what's discouraged and how they can help.

Best practice within your GLAM
How can your organisation make the most of the opportunities digital participation provides?

Have a clear objective
Know how to measure success
Allow for community management resources
Realistically assess fears, decide acceptable risk
Put the audience's needs first. You need a balance between the task want to achieve, the skills and knowledge of audience and the content you have to work with.
Fish where the fish are – find the spaces where people are already engaging with similar content and see how you can slot in, don't expect people to find their way to you.
Decide where it's ok to lose control – let go… you may find audiences you didn't expect, or people may make use your content in ways you never imagined. Watch and learn – another reason to iterate and go into public beta earlier rather than later.
Open data – let people make new things with your content. Bad people will do it anyway, but by not having open data, you're preventing exactly the people you want to work with from doing anything with your data. Unclear or closed licenses are the biggest barrier that friendly hackers and developers raise with me when I ask about cultural heritage data…

In a 2008 post about museum-as-platform, Nina Simon says it's about moving from controlling everything to providing expertise; learning to change from content provider to platform. [More recently, Rob Stein posted about participatory culture and the subtle differences between authoritarian and authoritative approaches.]

Conclusion
Perhaps most important of all – enjoy experiencing your collections through new eyes!

Notes from EuropeanaTech 2011

Some very scrappy notes from the EuropeanaTech conference held in Vienna this week as I prepare a short talk for the Open data in cultural heritage (LODLAM-London) event tonight… For a different perspective there's an overview post at EuropeanaTech – är det här framtidens kulturarv? and I'll link to any others I find. I've also put up some photos of ten questions attendees asked about Europeana, with written answers from the break-out exercise. I'll tidy up and post my keynote notes in a few days, and I'll probably summarise things a bit more then.

Max Kaiser: Europeana is like a cruise ship with limited room to move, hackathons inject Europeana with a bit more agility… Build real stuff for real people with real business requirements – different to building prototypes and proofs of concept – requires different project culture.

Bill Thompson: pulling the analogue past into the digital future… We don't live in a digital world and never will – the physical world is not going to vanish. We'll remain embodied minds; will have co-existing analogue and digital worlds.Digital technologies shaping the possibilities we decide to embrace. … Can't have a paradigm shift in humanities because no basic set of beliefs to argue with… But maybe the shift to digital is so fundamental that it could be called a paradigm shift. … Even if you don't engage online, you'll still live in a world shaped by the digital. Those who are online will come to define the norms. … Revolutionary vanguard in our midst – hope lies with the programmers, the coders – the only weapon that matters is running code. Have to build on technologies that are open, only way to build diverse online culture that allows all voices to be heard. … Means open data in a usable form – properly formulated so can be interpreted by anyone or any program that wants it; integrate them into the broader cultural space. Otherwise just disconnected islands.

Two good reasons to endorse open linked data. We're the first generation that's capable of doing this – have the tools, network, storage, processes. Within our power to digitise everything and make it findable. We may also be the only generation that wants to do it – later generations will not value things that aren't visible on the screen in the same way – they'll forget the importance of the non-digital. So we'd better get on with it, and do it properly. LOD is a foundation that allows us to build in the future.

Panel discussion…

Qu: how does open theme fit with orgs with budget cuts and need to make more money?
BT: when need to make money from assets, openness is a real challenge. There are ways of making assets available to people that are unlikely to have commercial impact but could raise awareness e.g. low-res for public access, high-res for commercial use [a model adopted by many UK museums].

Jill Cousins: there's a reputational need to put decent resolution images online to counter poor quality versions online.

Max: be clever – don't make an exclusive contract with digitisation partners – make sure you can also give free access to it.

Jill Cousins: User always been central to Europeana though got slightly lost along the way as busy getting data. … Big stumbling block – licenses. Not just commercial reasons, also about reputational risk, loss of future earnings, fear of giving away something that's valuable in future. Without CC licence, can't publish as linked open data. Without it, commercial providers like INA can't take the API. Can't use blogs that have advertising on them. Couldn't put it on Wikipedia. Or ArtFinder. … New [UK?] Renaissance report – metadata related to the digitised objects by cultural heritage orgs should be widely and freely available for re-use.

Workshops with content holders: Risks – loss of quality, loss of control, attribution, brand value, potential income ('phantom income'), unwanted spillover effects – misuse/juxtaposition of data. Rwards: increasing relevance, increasing channels to end users, data enrichment, brand value, specific funding opportunties, discoverability, new customers, public mission, building expertise, desired spillover effects. … You are reliant on user doing the right thing with attribution….

Main risks: unwanted spillover effects, loss of attribution, loss of potential income. Main rewards: new customers, increasing relevance, public mission. But the risks diminshed as the rewards gain more prominence – overall outweighed the risks. But address those 3 areas of risk.

What next? Operationalise some of the applications developed. Yellow Kitchen Maid paper on the business of open data. Working together on difficulties faced by institutions and licensing open data.

[notes from day 2 to follow!]

Ten questions about Europeana…

10 questions (and one general question)

The general question was, what can the community building with domain experts, developers and researchers/R&D/innovation work package in Europeana 2.0 do? (Something like that anyway, it was all a bit confusing by that point)

You had to pick a question and go into a group to try and answer it – I've uploaded photos of the answer sheets.

1 Open source – if Europeana using open source software and is open software, should it also become a community-driven development project?

2 Open source – are doubts about whether OSS provides quality services justified? What should be done to ensure quality?

3 Aggregation and metadata quality – what will be the role of aggregators, and what is role of Europeana in LOD future?

4 What can Europeana do which search engines can't that justifies the extra effort of creating and managing structured metadata?

5 Is EDM [Europeana Data Model] still too complicated? If yes, what to simplify.

6 What is the actual value of semantic contexualisation, and could that not be produced by search engines?

7 enhance experience of exploring, discovering [see photo – it was too long to type in time!]

8 How important is multilingual access for discovery in Europeana? Which elements are the most important?

9 Can Europeana drive end-user engagement on the distributed sites and services of contributing archives?

10 How can we benefit from existing (local, international) communities in enriching the user experience on Europeana?

Conference notes: Museums and Galleries Scotland's 'Collaborate to Compete'

My really quite rough-and-ready notes from Museums and Galleries Scotland's 'Collaborate to Compete' conference. I've already posted my introductory notes for the session on 'Entrepreneurship and Social Media', so these notes are about the keynotes and the other sessions I attended.

The first speaker was Jeremy Johnson from Australia's Sovereign Hill, on 'Engaging with China: the new horizon for cultural and heritage tourism'. He talked about their research-led marketing program aimed at getting Chinese visitors to Sovereign Hill, which included marketing work in China, hiring Chinese-speaking staff, and developing tailored tours and experiences. They've also hosted Chinese student[?] teachers in their education department and organised touring exhibitions. They also had to deal with talking about racism in the past treatment of Chinese Australians in Sovereign Hill – their technique is apparently to 'tell it how it was', but because Chinese Australians were 'extraordinary contributors to society' it was easy to focus on the many success stories. In general, they've developed some experiences to meet the expectations of Chinese visitors, but still, 'the museum product has to be respected'.

Top quotes included:

'you must be able to answer the question "what would make someone visit your museum?"' – there must be a compelling reason to visit
China is like 56 countries wrapped up into one. 'Saying you're going to China is like saying you're going to Europe'
'Develop a market strategy to deliver visitor experiences at the right price'. The best marketing strategy can be undone if visitor experience does not meet the promise. Cultural awareness training essential for all staff and volunteers.

'Bear in mind China isn't a democracy, not everyone gets access to Google'.

I then went to the first 'New Partnerships' seminar, where I heard lessons from the 'Curious' project at Glasgow Museums, including the possibility that 'sustainability can be about working with different people at different stages rather than the one group of people working with the museum during the whole process', and that 'people put together objects in ways that curators never would' (e.g. a ceramist put together objects from different parts of the world based on the presence of finger marks in the clay); partnership successes: mutual benefits, increased understanding, new opportunities, positive feedback; partnership challenges: managing expectations (also finding the right people to talk to), organisational structures, a draw on resources, tracking increases in visits.

In the same session, people from the 'Smart Collaborations' project talked about conceptual frameworks for collaboration, with a focus on attracting and retaining visitors within an area – it was hard to see the slides, but it seemed to be about designing experiences for tourists. The top tip was: don't be afraid to use offers, vouchers, or other deals to attract customers; and capture data when getting people in.

The plenary talk before lunch was Stuart Dempster (JISC's Strategic Content Alliance) on 'Sustaining Digital Resources' [earlier report at Business modelling and sustainability, new one will go live there next month ?]. If the digital age is a game-changer for institutions, how can bricks-and-mortar organisations not only be on the web, but of the web. What skills, licensing need to be in place? They've been looking at business models, including the effects of economic downturn and government cuts. Funded projects must deliver value to users, not just driven by curatorial concerns; a key concern is how to generate new forms of income with integrity.

Tips for communicating value to adminstrators: have a seat at the table whenever decisions are made about digital resources; engage administrators early to develop shared sense of responsibility for the project; have an advocacy campaign with users outside the institution so you've got voices of support when needed; identify different types of stakeholders and work appropriately with each – identify champions if you can. Sustainable projects: empower leadership to define the mission and take action; create a strong value proposition; creatively manage costs; cultivate diverse sources of revenue; have a system of accountability. Collaborations need consensus, communication, capacity, trust, metrics…

After lunch, Alphonse Umulisa, Director General of The Institute of National Museums of Rwanda spoke on 'Repositioning Cultural Tourism'. Previously at the Museum of London, his job is to raise awareness about Rwanda's history and heritage sites – difficult when Rwanda's history is so painful. They're trying to look forward to the future, and forget the past, but even knowing where to start was hard. He said you can't learn history in schools in Rwanda – it's not taught – but you can learn Rwandan history in museums. The museums had to change from research institutions to learn how to attract tourists, and they had to get Rwandans visiting museums again. His talk was both utterly humbling – the Rwandan government's vision for 2020 is for every family to have a cow – and inspiring – his motto is: 'discover your museums, cherish your heritage'.

Tony Butler has posted his own notes from his inspiring talk on how the Museum of East Anglian Life transformed itself from a failing organisation to a thriving enterprise, and about his aim to make it a participative institution, a space for co-creation or to help people look at the world differently and to place the museum in the rhythm of daily life.

After my session on 'Entrepreneurship and Social Media', I went to a workshop on 'Smarter Museums' with Anne Murch (who prefers the concepts of resilience or entrepreneurship to 'sustainability'). The workshop covered the principles of a 'thinking environment': appreciation, attention, equality, incisive questions. We did a really interesting (and at first, challenging) exercise in pairs, where you had to either just listen, or just talk, for three minutes, before swapping with your partner. It's hard – if you're meant to be listening, you want to encourage the person talking, or if you're talking, you want to stop and let the other person have a go. We did it again later, and it was much easier. We were also asked to consider "if we knew that together we can have a thriving museum that provides the very best experience for our visitors, what would the org look and feel like? What is the shift we need to make to deliver this?", and the importance of diversity as both the identity of the people that are shaping the future plans and the ideas that are generated. A team that takes a 'diagonal slice' across and down through the museum can be effective – the people with least power are often most creative and least encumbered. Another suggestion for better meetings was to frame each agenda item as a question.

The event closed with the launch of the National Strategy Consultation by Fiona Hyslop, Scottish Cabinet Secretary for Cultural & External Affairs National Strategy Consultation, with a speech that was a lovely celebration of the contribution of museums and cultural heritage to Scottish life. The document itself outlines the context, guiding principles, vision, themes and objectives of the proposed sector consultation process, which will lead to the national strategy for Scotland’s Museums and Galleries. (Interestingly, Australia is also running a 'Digital Culture Public Sphere' consultation for input into National Cultural Policy.)