Das Museum als Rundfunkstation

1
Why Should Museums Podcast? How does podcasting
fit into other museum communication and what are
the success factors? e-learning group for
museums, archives and libraries Tate Britain,
October 9th 2007 Lena Maculan, Department of
Museum Studies, University of Leicester
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
2
Why should museums podcast?

• Defining the context of museum podcasting
• What can podcasting do for museums?
• A draft typology of museum podcasts
• What are the success factors?

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
3
The context of Podcasting

• Museums collection new channels of
  distribution
• on museums own website e.g. YouTube, Flickr,
  iTunes
• Objects on museums website museums produce new
  types of
• correspond to objects in collection
  content
• Object-centred websites Story-based websites
• Database model of website Channel model of
  website
• the museum authentic experience A museum
  experience can
• the website surrogate experience happen
  online as well as onsite. A modern museum is
  a multi- channel institution. (Ross Parry)

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
4
New formats

• Tate Shots Documentaries
• National Gallery Podcasts News Programmes
• MoMA Doug Aitken Trailers
• Video auf YouTube
• Special Exhibition Podcast Radio Interviews
• from Contemporary Art Museum St. Louis

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
5
New formats

• Tate Shots Documentaries
• National Gallery Podcasts News Programmes
• MoMA Doug Aitken Trailers
• Video auf YouTube
• Special Exhibition Podcast Radio Interviews
• vom Contemporary Art Museum St. Louis

Television Radio
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
6
What is behind these new formats?

• Museums want to
• Stay at or get to the front of technological
  developments
• Reach new audiences (especially young people)
• Build sustainable relationships with audiences

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
7
How can podcasting help achieve these targets?
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
8
Developing a typology of museum podcasts Two
different approaches

• What is the museum trying to achieve with
  podcasting?
• In what context can visitors use the podcast?

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
9
Developing a typology of museum podcasts
Fostering a more participatory audience Every
object tells a story Helping visitors to prepare
a visit Through providing information on
exhibitions, visitors will come to the galleries
much better informed. That, according to
research of Falk and Dierking, can improve the
learning experience. E.g. RA Baselitz, Sunday
Times Velazquez Providing additional content to
exhibitions through providing content, which
is not otherwise presented in the show E.g.
National Museums Berlin Rembrandt Extending the
museum beyond its walls It can provide
authentic and original experiences of arts and
culture. E.g. Tate Shots
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
10
Developing a typology of museum podcasts

• What is the museum trying to achieve with
  podcasting?
• In what context can visitors use the podcast?

11
Developing a typology of museum podcasts
12
Developing a typology of museum podcasts
13
Summing up...
What are the success factors?
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
14

• Museums collection new channels of
  distribution
• on museums own website e.g. YouTube, Flickr,
  iTunes
• Objects on museums website museums produce new
  types of
• correspond to objects in collection
  content
• Object-centred websites Story-based websites
• Database model of website Channel model of
  website
• the museum authentic experience A museum
  experience can
• the website surrogate experience happen
  online as well as onsite. A modern museum is
  a multi- channel institution. (Ross Parry)

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
15
Some success factors...

• Make good decisions about which content might
  be
• appropriate for what kind of platform

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
16
Some success factors...

• Make good decisions about which content might
  be
• appropriate for what kind of platform
• Podcasts should be visible on the Website

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
17
User Survey Ars Electronica Center
Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
18
User Survey Ars Electronica Center

• Approx. 4,000 email addresses of subscribers to
  the AECs newsletter
• Random sample of approx. 700 received the survey
• 116 people from 27 countries responded

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
19
User Survey Ars Electronica Center

• Have you ever listened to the Ars Electronica
  podcasts?
• Yes 19
• No, I never listen to podcasts 22
• No, I did not know the AEC offers podcasts 56
• No, but I know that the AEC offers podcasts 19
• Total 116

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
20
Some success factors...

• Make good decisions about which content might
  be
• appropriate for what kind of platform
• Podcasts should be visible on the Website
• Terminology Many people do not knwo what a
  
• podcast is

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
21
Some success factors...

• Structure of the podcast

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
22
Some success factors...

• Structure of the podcast
• I hate to say it, but people love structure.
• Todd Cochrane

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
23
Some success factors...

• Structure of the podcast
• I hate to say it, but people love structure.
• Todd Cochrane
• developing a show format will help you in the
  delivery of your content, which will allow you to
  stay organized and develop a professional
  dialogue.

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
24
Some success factors...

• Structure of the podcast
• I hate to say it, but people love structure.
• Todd Cochrane
• developing a show format will help you in the
  delivery of your content, which will allow you to
  stay organized and develop a professional
  dialogue.
• But Isnt podcasting about breaking with
  conventional viewing and listening habits?

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
25
Some success factors...

• Structure of the podcast
• I hate to say it, but people love structure.
• Todd Cochrane
• developing a show format will help you in the
  delivery of your content, which will allow you to
  stay organized and develop a professional
  dialogue.
• But Isnt podcasting about breaking with
  conventional viewing and listening habits?
• to produce consistent good quality you need a
  plan. The key is conveying the content of that
  plan so the material does not sound scripted.

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
26
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
27
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• I try to stick to the format I have developed
  for my show for a simple reason. By the third or
  fourth time you listen to my show, you will know
  what to expect and approximately when.
• Todd Cochrane

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
28
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
29
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• A longer show is not necessarily a better show.
  Trial and error has shown that between 15 and 30
  minutes is about the optimum length for a solid
  podcast.
• The best way to get new listeners to subscribe
  to your show is to not overwhelm them up front.
  Sometimes it is true that less is more.
• Podcasting Solutions

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
30
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
31
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Todd Cochrane
• How many shows a week will people want to
  listen?
• How many other shows are being created with the
  same subject?
• Can I find enough fresh material to support the
  number of shows I want
• to create?
• Will my plans fit my budget?
• Can I create the show if a team member is not
  available?

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
32
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Editing

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
33
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Editing
• E.g. Public programmes and lectures
• Might it be more appropriate to shorten a 1 1/2
  hour symposium into a 10 minute Highlights
  porgramme?

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
34
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Editing
• Flexibility

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
35
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Editing
• Flexibility
• Finally, and maybe most importantly

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group
36
Some success factors...

• Structure of the podcast
• Sticking to a structure of the show
• Length of podcast
• Frequenzy of new episodes
• Editing
• Flexibility
• Finally, and maybe most importantly
• Communication Style!

Lena Maculan mm179_at_le.ac.uk Department of Museum
Studies, Digital Heritage Research Group