How do you create great storytelling?
Good storytelling can be easily achieved by following a few simple rules.
What happens when young people are no longer interested in art and culture? "If young generations don't come, you can close down at some point," says Ana Brankovic in an interview. And I can only agree.
Are museums still relevant today? Or are they becoming less important? And what can we do about it? We take a look at digital mediation in museums and the topic of Gen Z and museums.
Brankovic, Head of Digital Communication at Kunstmuseum Basel, describes it as follows in an interview with bz : "It's a balancing act to make culture accessible and at the same time preserve the values of the institutions." And indeed, it is a challenge to communicate authentically and at eye level with the potential audience of the future while at the same time doing justice to the demands of curatorial work. However, one thing is very clear:
👉 We cannot hide from this - digital mediation must be designed to transform the museum into a contemporary and lively space. The integration of digital education formats enables young people to interact with museums and collections in new ways.
❌ It's not just about communicating dates for events and exhibitions on Instagram and TikTok and copying content from the website.
✅ Give insights behind the scenes and create curiosity. Invite people to join in and give them creative freedom.
Maintaining communities creates analog and digital meeting places and channels. Communities are created through mutual relationships with one another - and these in turn are based on values and shared interests. Interaction is created through emotion. In concrete terms, this means that our museum audience shares, comments on and appreciates content that touches them in some way. Whether it's ideas for social media posts in the museum, exciting audio guides, museum podcasts or videos on the exhibition page: this is where the terms "audience engagement" and "audience development" come into play.
❌ Problem: A gap between the expectations of the public and the actual offerings of cultural institutions.
✅ Through dialog, the actual needs and interests can be understood. This requires involvement in the planning process. Through such initiatives, institutions can build a closer relationship with the audience and promote long-term, authentic audience engagement.
In museums today, we still focus very much on works, collections and concepts - but too little on our museum audience. So what could be an indicator of a museum's success? Successful, sustainable and genuine audience engagement!
How are great audio experiences created?
