Reposted from The Warhol: Blog, the institution’s online presence for stories about the museum and its exhibitions, programs, education programs, and other news. Check it out, and learn more about the exciting work happening at The Warhol!
This is the first post in a series on the development process of The Warhol’s new audio guide.
In 1964, Andy Warhol moved to a new studio in a large New York City loft and covered its walls with silver paint and aluminum foil. Dubbed the Silver Factory, this space became known as a gathering place for artists, friends, and celebrities.
The “open-door policy” of the Factory is something that we’re inspired by at The Warhol as we endeavor to create a communal and inclusive environment within the walls of our museum. One way we’re becoming a more inclusive place is through our commitment to making the museum friendly to visitors of all abilities. Later this summer, we’ll be soft-launching a new audio guide that takes an inclusive design approach. According to the Canadian Museum of Human Rights, this is a philosophy that designs with all users in mind from the outset:
“The inclusive design approach will ensure the museum experience is not only accessible for all ages and abilities, but is enriching and satisfying for all. It is not a design style, but an orientation to design.”
Through a series of posts on The Warhol Blog (cross-posted here at ArtMuseumTeaching.com), we’ll dive into the process behind our new audio app, which soft-launches later this summer in a limited release and will be available to all museum visitors this fall.
The story starts in the summer of 2014, when my predecessors in charge of digital engagement partnered with the education department to develop experiences for visitors who are blind or have low vision. One component of the project was an audio guide in conjunction with the exhibition Halston and Warhol: Silver and Suede. We used low-energy Bluetooth beacons to push content out to visitors based on where they are located in the museum—no need to read numbers on a wall label and type them into a device! Instead, the iOS application notifies you when there is relevant audio nearby.
In conjunction with the app, we also partnered with David White of Tactile Reproductions, LLC, to produce tactile representations of artwork in The Warhol’s collection. Tactile reproductions reimagine the contours and colors of an artwork as different relief layers, allowing visitors to use touch to gain an understanding of what a work looks like. Together, the audio guide app and the tactile reproductions allow visitors with visual impairments to delve into Warhol’s life and practice through senses beyond sight.
We learned a lot from these prototypes, but they were just the start. Since the beginning of this year, we’ve been hard at work to turn these prototypes into a reality. From the beginning of the process, we’ve kept four things in mind:
1. Put users first
We are committed to building an audio guide experience not just for community members with visual impairments, but with them as well. In our design process, we’ve worked closely with consultants with varying degrees of blindness. We talked to our partners even before we drew a single wireframe, exploring what makes a great museum experience and how they use technology. We also bring in our consultants to test prototypes at different stages of the process, allowing the findings from these sessions to guide the next step.
2. Don’t just build for accessibility
We strongly believe that if we design with different abilities in mind, we can craft a better experience for everyone. Even though we’re designing first for visitors with visual impairments, the audio guide will be available to all. Our consultants told us that they like to come to museums with friends and family, so whatever we design should be built for a social experience. Additionally, we currently don’t have an audio guide—and our front desk staff tells us this is one of the most common requests they get.
3. Reimagine the audio guide
Since we started from scratch with this audio guide, this was a great opportunity to depart from the usual way of doing things. We’re not the only ones rethinking the traditional audio guide: The newly-opened Broad Museum in Los Angeles is taking a cue from the irreverent and conversational tone of podcasts in their audio app; the British Museum has experimented with tours with longer audio files organized around themes rather than objects; and SFMOMA has designed a fully-immersive audio experience. In future blog posts, we’ll describe how we’re taking a different approach, splitting up audio content into smaller, modular stops and allow visitors to dive deeper if they’d like to learn more.
4. Start small, dream big
Everything I’ve described above is a tall order! From the outset of the project, we decided getting it right was more than ticking off all the checkboxes. For version one of the app, we have focused on only one floor of the building—floor 7, which displays works and artifacts from Warhol’s birth through to the early 1960s—but we’ve made it as complete an experience as possible. After launching and refining version one of the app, we want to expand to other floors of the museum.
Over the course of this blog series, we’ll be delving into everything from the user research we’ve done in conjunction with our blind and low-vision partners, to the process of imagining a new kind of audio experience, to the technical trials and tribulations of wrangling beacons and building our app from scratch. We’re glad you’ve joined us!
Accessibility initiatives at The Warhol are generously supported by Allegheny Regional Asset District, The Edith L. Trees Charitable Trust, and the FISA Foundation in honor of Dr. Mary Margaret Kimmel.
Reposted from Design Thinking for Museums, an exceptionally useful resource for professionals and practitioners interested in applying design thinking to museums, cultural heritage institutions, and non-profit organizations. The site offers case studies of design thinking in action, posts by guest authors, interviews with practitioners, and downloadable resource guides.
For a series of printed visitor guides called the “I’m Here” series, Phoenix Art Museum adopted an innovative approach to content development: a design sprint. Educators worked off-site on the “I’m Here” guides in a day-long sprint. The finished guides have been hugely successful, with a large take-up rate, several print runs, and robust social media shares. For this post, I interviewed Christian Adame, Assistant Education Director, about the project.
Q: Tell me how the “I’m Here” gallery guides came about.
A: We had just started a rebrand of the museum’s look and feel, and we wanted to set a new tone. Our goal was to explore ways we could interact with visitors in a more informal way. We were aiming to demystify what it means to go to a museum, so we asked ourselves, “Why do people come to museums? Why are they posting selfies and sharing the experience socially?”
The answer is that they want everyone to know why they are here. And that phrase stuck with us: “I am here.” This really encapsulated our thinking. The why around a museum visit is really meaty.
Q: Why did you chose to run a design sprint?
A: The education director at the time was very interested in iteration and trying new approaches quickly. Museums are glaciers—they move really slowly. Running a sprint was a way to bring more voices to the table, and move quickly through a single project in one day.
We ran the sprint off-site, at my (former) boss’s house. We felt it was critical to get out of the office, away from (office) dynamics. We assembled a group of seven of us in the education division and put everything else aside. The thought was that everyone would be a part of this, and we would finish the first iteration that day.
Q: So you knew you wanted to frame the sprint around this notion of why a visitor is at the museum, but did you have a product in mind going into it?
A: Well, we didn’t have a very robust digital infrastructure here, so we knew we wanted to create something analog, something printed that people could walk away with. We went into the sprint with some criteria for what we wanted to create: it should be informal, and concise, and respond to the notion of “I’m here.”
And when we brainstormed during our sprint, three main ideas came to us. These were:
I’m here …
For the first time
On a date
Being in Phoenix, we get a lot of first-time visitors, mostly tourists and snowbirds, as well as locals who visit a few times a year. And we wanted to give these visitors a starting point. The one “with kids” was targeted at parents, and the last one (“on a date”) was an opportunity to have some fun!
Q: Tell me more about how you structured the sprint.
A: Our former education director facilitated, and I took second lead. We started out by examining at all the research we already had: audience demographics and evaluations. We also looked at the research of John Falk. His work examines what motivates visitors to come to museums, from relaxing and recharging to facilitating others’ visits. This kind of thinking goes beyond demographic information, which only provides a certain baseline amount of knowledge about why people visit.
We then considered this notion of “I’m here” and the idea of visitors wanting others to know why they are here. From there we did a brain dump, with everyone individually writing down ideas of how to address visitors’ motivations for why they come to Phoenix Art Museum We tried to put ourselves in the mindset of a visitor, and asked the kinds of questions they would ask, what they might want to know, and so on. We alternated between working individually, then posted our thoughts and ideas all over the walls and shared out as a group. We are a big fan of Post-its. The process of showing everyone’s thought process visually together, then honing down to the best and most meaningful ideas, provided the structure of the sprint.
We cranked through the content in a day, worked with a graphic designer to create (the first prototype), and had about 200 copies made and put it out there. We wanted to see what would happen.
Q: How did you test it?
The education director and I ran the testing. We have free admission on Wednesday evenings, and there is an art walk on the First Friday of every month, so we put the guides out (on Wednesdays and Friday evenings), and talked with visitors.
We played with where to place them so they would get the most visibility, and basically observed. It’s critical as an educator to observe what people do in the museum. It’s safe to say we lurked quite a bit, and as visitors left the museum, we asked if they found the guides useful. We got a lot of positive feedback right away.
Q: What kinds of things did you learn?
A: It was mainly the language and the design that visitors responded to. Visitors noticed the difference in tone from the interpretive content on the walls in the museum. For example, you open the date guide and it says, “Ah, first dates… will there be chemistry?” It spoke to visitors directly, not abstractly.
We also learned that visitors appreciated something they could physically take away for free. We played with placement, and put the guides into different galleries.
We also watched social media so we could quantify if people were posting photos of themselves holding the guides—selfies with the guides, etc.
Q: What are your next steps?
A: We’ve been through three reprints now, and we have another guide in development: “I’m here to disconnect.” This one is about putting your phone away and focusing on two to three works of art.
Overall, the sprint method allowed us to be more iterative. We’ve since used the method for other projects. We found it refreshing, productive, and a welcome alternative to putting a project on a calendar and chipping away at it for months. Our team collectively built something, and the process ultimately made the team stronger.
Dana has worked with organizations ranging from the Getty to the Denver Museum of Nature & Science to rethink the user experience and service design of digital and analog products and programs using design thinking. She is based in Berkeley, CA, and when she’s not working, she’s taking improvisational theater classes at the Berkeley Rep School of Theater.
“For the understanding of a picture, a chair is needed. Why a chair? To prevent the legs, as they tire, from interfering with the mind.” –Paul Klee
I’m pushing myself, and I’m tired. There are too many museums in Washington, D.C., on my list, and I am running out of time before I have to fly to the other side of the country. My foot hurts, too, because I twisted it walking on the capital’s irregular sidewalks; it is bruised badly, but I press onward as I am determined to squeeze in yet another museum. I’m driven. Foolishly, I thought my heavy travel-ready backpack would be ok for this last venture that somehow I could manage it well enough on my shoulders balanced against my back. But now in the Smithsonian American Art Museum, this backpack has become a problem as the guards—properly, I’ll add—keep telling me to wear it on my front. In this position the straps are too tight, so I attempt to hold it near the ground on my side. That position doesn’t work either because it is too heavy for my arm alone. I then compromise by holding the pack at the front of my body with my arms wrapped awkwardly around it.
Whenever I find myself in a museum with short time, I mentally and emotionally agree that I’m going to metaphorically strap on some roller skates and cruise through it all. I like getting a sense of the whole of any museum, even if it is much larger than a skate-cruise allows. This time, with the mix of guard admonishments and sore foot, my push to see everything isn’t working. Completely frustrated, I spot a bench in a dark room placed before a quite garish painting. I head for the bench, not the painting.
The bench is instantly satisfying, cushioned—quite comfortable. Backpack down next to me, I sigh to gather myself, then look up. The painting looks quite different than it did when I initially walked into the room. It takes me a bit to figure out just what is happening before me; very slowly, the lights illuminating the painting seem to shift into what begins to feel like the slow revolving of a Christmas tree light wheel display. As the colors change, the relationships of the shapes and patterns within the artwork alter, making some versions visually delightful. I’m taken away from my foot misery, fascinated. It’s a celebration of the full color spectrum—a Roy G. Biv tribute. Time is passing and I don’t care; I’m now mesmerized by the work, and comfortable enough to take some time looking. It’s hooked me; I’ve stopped skating. I’m looking deeply, asking questions. Wondering.
I’m lucky this visit–there are few visiting this part of the gallery, so there is no crowd to subtly press me to move on. I welcome the one person who steps into the gallery space, and when he sits next to me—the bench is a long one and could accommodate many—we talk a bit about what we notice in the abstract world of the painting that changes before us. After viewing a second round of the color cycle, I finally get up to find the label. The work’s painter initially surprises and slightly wounds my pride that I didn’t actually know him immediately, it’s David Hockney’s Snail’s Space with Vari-Lites, “Painting as Performance”. From the label I’m curious to what a Vari-Lite is? With the color spell broken I make myself move on, away from the comfortable bench.
Later, when I look for more details online, I find a static picture on the SAAM collections site that shows none of the subtle color changes. With a further Internet search, I find a few not-very-equivalent to the real thing YouTube phone-captured videos. These videos just vaguely give a sense of the piece. This is a you-must-see-it-to-get-it artwork. The SAAM thoughtfully gives us a bench so we can sit and see for some time.
I have no idea if anyone else has been struck in the same way I am with this particular painting. Thinking about my experience, I am reminded of one of my first museum visits as a child at the Columbus Museum of Art where there was a machine that demonstrated color light mixing using transparent gels showing how three light primaries (red, blue, green) combine to create magenta, yellow, and cyan. My mother had to drag this whining eight-year-old away from it as I could have played for hours. Years later, I desperately wanted to make something like it for my science project. So I’m moved by color, perhaps in the same way some are moved by music. Color feeds me in a way few other things do.
One of my other color memories is thanks to a Windsor chair, notably with a back, so I could really relax while viewing a painting. This chair was placed before one of the most well known paintings in D.C., Renoir’s Luncheon of the Boating Party. My circumstances were similar to those with the Hockney: I was at my first National Docent Conference, overfilled with conversation about art, and in a different twist for me, was being dragged by others for one last look at art before we headed to our flight. Upon hitting the galleries, my goal was to sit and gather myself, so I wandered through in search of a chair aiming to take the first one I could find. At the time, some almost 30 years ago, an available chair seemed a novel thing. And equally unexpected, the guards at The Phillips Collection were students from nearby universities dressed in everyday clothing. I remember asking an approachable gallery attendant if I could sit in the chair, assuming I could not, and being told that it was there for people to take in the paintings. The atmosphere was welcoming, and the chair made it more so.
The room was full of Impressionist paintings; I was full of a disdainful attitude about them, internally wearing my smugness of ‘I’d been there, I’d done impressionism.’ One of the lessons I learned that day sitting in that welcoming chair has stayed with me since: you don’t know what you don’t know unless you see something for yourself. Being in that chair, the painting invited me in to look, and the more I looked the more I wondered, the more intrigued I became, and suddenly my respect for this work increased. Not having the Internet to turn to in those days, I soon found myself in the bookstore buying information on this masterpiece. Today this 20-minute experience remains vivid in my mind’s eye.
When I recently talked about this with my colleague Peter Samis, Associate Curator of Interpretation at SFMOMA, he suggested that both of these works are clear instances of what he calls Visual Velcro. The Hockney and the Renoir readily hook the viewer into the work in part because of the color dramas they present. The Visual Velcro with them hooked me so well that I might have stayed for a while to look anyway. Having a place to sit in both instances helped me physically endure a much longer visual journey. Access to seating can also support our viewing works that are not as easy on the eyes, those that are more unsettling or socially challenging. For instance, the color used in the recent show Rewind at The Baltimore Museum of Art is quite purposeful, the artist has made KKK robes in colorful Kente cloth and other patterned fabrics. While the Rewind show has the visual allure of color, the content is more socially charged; I want to sit in a chair especially in that exhibition. The longer I can be with any artwork, the more I will notice, the more I will feel.
Comfortable chairs in the right places within our galleries are critical. Not only do they offer a place for the weary to rest, but also are an invitation to stop, stare, and wonder. In many ways, in this online venue, I’m preaching to the converted: we know this. But you might want to remind yourself of the interpretive value of a chair.
When was the last time you sat in one in front of a work and let yourself just see?
* * * * *
SUSAN SPERO, Ph.D. teaches Museum Studies at the John F. Kennedy University in Berkeley CA. Her classes focus on all aspects of the visitor experience, including discussions on creature comforts. She also serves on the Museum Education Roundtable Board.
As the fourth year of ArtMuseumTeaching wraps up, I thought it would be good to post a brief “Year in Review.” Not that we need any more end-of-the-year lists or calls for resolutions, but I think it can be meaningful to take a minute and look back at some of the issues that have been on our minds this past year. I want to thank all of the amazing contributors who have taken the extra time to share their practice with this community!
Since its inaugural year back in 2012, ArtMuseumTeaching has grown from a tiny blog seedling to a robust and active online community now involving more than 60 contributors, publishing 172 posts, and being read by hundreds of thousands of people in as many as 170 countries around the globe. I hope that this online community and forum will continue to grow, include more perspectives, and be a space of exchange where we can connect on issues of teaching, learning, and community engagement that matter most for museums and the people that make up those museums.
Year in Review: 5 Most Popular Posts of 2015
5. “320 Hours: Slow Looking & Visitor Engagement with El Greco” (July 2015): We all talk about the value of slow looking and extended engagement with art – and this great post by Kelsey Ferreira provides such a unique insight into her experiences spending 320 hours with a single El Greco painting at the Portland Art Museum. What questions did visitors ask? What types of experiences sparked further engagement and learning? What surprisingly deep experiences did visitors bring to this stunning painting? A fantastic read for museum educators and art lovers alike!
4. “Status Update: Facebook as a Reflection Tool” (January 2015): David Bowles of the Metropolitan Museum of Art shared his insights from posting some of the most indelible teachable moments from his gallery experiences on Facebook, and using social media tools such as Facebook to add a reflective element to our practice. This is a great read, especially with David’s five take-aways for museum educators about student learning in the galleries.
3. “We Flipped Our Museum – Here’s What We Learned” (June 2015): Emily Kotecki shared the work at the North Carolina Museum of Art to deepen and activate the museum learning experience through a Flipped Museum pilot program called “Artists in Process.” They developed an online learning platform to support social interaction and choice-based learning, and then worked with sixteen classes from different cities across North Carolina to research, explore, and reflect on the artistic process. Check out their ‘lessons learned,’ and read more in the Summer 2015 issue of the Journal of Museum Education.
2. “The Big ASK: Experiencing the Brooklyn Museum’s ASK App” (July 2015): Written after my own visit to the Brooklyn Museum this past summer, I briefly explored the what, how, and why of this effort to rethink the museum visitor experience. While I am still attracted to the app’s desire to make personal connections with visitors, I’m a bit concerned with how few visitors use the app considering the staff and resources dedicated to this project. But I absolutely love that the team at the Brooklyn Museum is super transparent about their thinking and planning via their blog (so awesome!).
1. “Questioning the Use of Questions” (January 2015): In the most widely-read post of 2015, museum educator Jackie Delamatre responded to Rika Burnham and Elliot Kai-Kee’s challenge to the use of questions in museum teaching. While there is great value in questioning the use of questions, Jackie’s insightful post defends the use of open-ended questions and brings in some of her own personal experiences. And her search for the ‘Boeuf Bourguignon of questions’ is not to be missed!
Enjoy these popular posts from 2015, and see you in 2016 — a year that promises to bring a whole new set of challenges, success stories, and new ways of thinking about both the theory and practice of museum teaching. If you would like to share the projects you’re working on or the issues and challenges you are grappling with, please add your voice to this growing community (and just send me a tweet at @murawski27 or email me at email@example.com).
Visitors to the Portland Art Museum are beginning to encounter an unmistakable revitalization of Native American art. This fall, the Portland Art Museum announced the opening of its new Center for Contemporary Native Art, a gallery dedicated to presenting the work and perspectives of contemporary Native artists. In 2014, the Museum was awarded a major three-year grant from the Institute for Museum and Library Services (IMLS) focused on creating a “community anchor” space to foster a deeper understanding of Native American art and artists in the contemporary world. Each year, the Center will host two rotating exhibitions and feature a range of related programming.
At the core of the Center’s mission is the commitment to partner with Native artists in co-creating the exhibitions, interpretation, and programming for the space. This approach challenges visitors to think about Native American art and the cultures that inform the work as dynamic and changing, and not as an ethnographic snapshot in time. In this way, we hope that privileging a contemporary view of Native art in the Museum will provide visitors an opportunity to engage with and to relate to the plethora of Native experiences. Front-end evaluation and planning of the Center has involved the Museum’s Portland-based Native Advisory Committee as well as Native artists and others involved in Native American artistic and cultural practices across the region.
The Museum’s Center for Contemporary Native Art is part of broader institutional efforts which culminate early in 2016 with an innovative special exhibition showcasing contemporary Native photographers in dialogue with photographs from Edward Sheriff Curtis’s renowned body of work The North American Indian. In addition, a new, provocative set of Native artists will be featured in the Center for Contemporary Native Art (see Survivance below), and a spectacular summer exhibition spotlights Native fashion and design.
For Deana Dartt, Ph.D., the Museum’s curator of Native American art since 2012, these exhibitions and initiatives are the result of years of collaborative efforts and a true commitment to Native artists and communities. Working closely with Native advisors, she has brought to the museum an emphasis on Native artists working today to reinvigorate the Museum’s highly acclaimed historic Native American art collection. Her goal is to more meaningfully engage visitors in the issues critical to Native American art practice now, and the unique perspectives that inform that work. Dartt says:
“We want to show the whole spectrum of artists and art practice in Indian Country, from customary or ‘traditional’ to the edgy contemporary, seamlessly woven together in a way that is meaningful to our community as a whole as well as empowering for young Native visitors as they walk through the galleries. I’m always thinking about—and always inspired by—the power of art to heal historic wounds and restore hope.”
Dartt, who grew up in southern California and is a member of the Coastal Band Chumash, earned her Ph.D. in anthropology and museum studies from the University of Oregon and served as curator of Native Culture at the University of Washington’s Burke Museum before joining the Portland Art Museum. She is one of only two Native American art curators in mainstream institutions who are of Native heritage.
In concert with the Museum’s education department, Dartt has connected the collections with Native communities through projects such as the new Center for Contemporary Native Art and Object Storiespartnerships with the Native American Youth Association (NAYA) and Family Center, as well as Yup’ik community members in Bethel Alaska (see previous post “Sharing Authority/Sharing Perspectives: Native Voices”). The Museum has also enhanced online access, making the Native American collection of nearly 3,500 objects the first to be fully digitized through a $150,000 grant from the Institute for Museum and Library Services.
Under Dartt’s guidance, the Native American collection has quadrupled its modern and contemporary holdings since 2012, adding works by exciting contemporary artists such as Wendy Red Star (featured in the Native photography exhibition) and Nicholas Galanin, the Tlingit/Aleut multidisciplinary artist. In 2017, the Museum will mount a major exhibition entitled The Art ofResilience: A Continuum of Tlingit Art, the first large-scale examination of Tlingit art whose forms have long defined the public perception of Northwest Coast Native art. It will include items from the Portland Art Museum’s 1948 acquisition of the Axel Rasmussen collection that inspired the dedication of permanent gallery space at the Museum to showcase Native American art. The exhibition will complement the world-class collection with stunning contemporary works and others to be commissioned specifically for the exhibition. Dartt remarks:
“In developing The Art of Resilience and our contemporary installations, we’re forging strong connections with the Native artists and communities. We’re bridging the past and future of Native American Art at the Museum.”
The Center for Contemporary Native Art’s inaugural exhibition thlatwa-thlatwa: Indigenous Currentsopened in October, featuring the work of contemporary Oregon Native artists Greg Archuleta, Greg Robinson, and Sara Siestreem. These three artists bring forward a strong sense of the continuum of Native cultures and artistic practices in Oregon. Each of these artists is working in traditional as well as “modern” media, but their practice is rooted in their sense of Native identity and values as integral to their roles as Native community members—not solely as individuals with exceptional talents.
The exhibition addresses the issues these artists face in their everyday lives, as Native people challenged to assert their indigeneity in a growing urban metropolis. They all work in their own ways to educate Oregonians about the deep and rich history of this land and its rivers. Their collective goal is to make visual the ancestral memory that fuels the passion for their work—a memory largely invisible to the people who share this home. In partnering with the Portland Art Museum to bring this vision to the public, the shared goal of these three artists is to help visitors more deeply understand the art and experiences of Oregon Native people—past and present—and to more fully appreciate the unique beauty of the cultures so deeply rooted here.
For this project (among others), the Museum’s curatorial and education staff are making a conscious effort to allow the artists’ to engage the public and talk about their own work and artistic practice; rather than adopting the standard practice of Museum curators or educators talking about the artists’ work (whether through interpretive texts, publications, or public programs). The artists have been leading gallery talks in the Center to talk about their work, and the Museum has been using these videos as well as artist interviews (see below) to share this project with a public audience. In keeping with this goal, I am embedding a few of these videos below so that you can learn more about the art and practice of each artist with minimal intervention on the part of the Museum.
In March of 2016, the Center for Contemporary Native Art will present its second exhibition featuring the work of Demian DinéYazhi’ (Diné) and Kali Spitzer (Kaska Dena/Jewish). Together, these artists will frame themes of gender, sexuality, and identity through the lens of their respective Indigenous cultural perspectives and traditional practices. Their work in the new Center will demonstrate their commitment to survivance, defined by Anishinaabe scholar Gerald Vizenor as Indigenous self-expression in any medium that tells a story about an active Native presence in the world now.
Survivance is more than mere survival—it is a way of life that nourishes Indigenous ways of knowing. DinéYazhi’ and Spitzer will create a transdisciplinary and multimedia space that reaffirms their dedication to cultural revitalization through language and social engagement—a contemporary and radical act of survivance.
Header Image: Ishmael Hope dances with Clarissa Rizal’s “Resilience Robe” during the Shx’at Kwáan dance performance during the Sealaska Heritage Institute Celebration 2014. Rizal’s “Resilience Robe” was commissioned by the Portland Art Museum, and will be an important work in the Museum’s 2017 exhibition of Tlingit art. Photo from Juneau Empire, http://juneauempire.com/local/2014-06-15/weaving-new-native-narrative-museums
Written by Mike Murawski, Kristin Bayans, and Phillippa Pitts
This essay is part of the new MuseumsEtc book Interpreting the Art Museum, an expansive volume of 19 essays & case studies from experienced museum professionals sharing some of today’s most successful initiatives in art interpretation.
From November 2014 through April 2015, the Portland Art Museum hosted the installation of a complex, unsettling, and physically-immersive multimedia installation piece entitled The Enclave(2013) by Irish contemporary artist and photographer Richard Mosse. Consisting of six monumental double-sided screens installed in a darkened gallery, paired with a powerfully haunting soundscape, The Enclave presented a unique challenge for the Portland Art Museum’s education team as they tackled issues of interpretation, visitor reflection, and public learning.
In The Enclave, Mosse employs discontinued military film stock to document the largely overlooked humanitarian disaster in the eastern Democratic Republic of Congo (DRC) – in which 5.4 million people have died since 1998. In a kind of advocacy of seeing, The Enclave attempts to cast this forgotten tragedy in a new spectrum of light, to make this forgotten humanitarian disaster visible. Furthermore, Mosse aims to keep the experience as open as possible, allowing viewers to bring personal experiences, memories, stereotypes, and media images to the process of making meaning with this complex work. According to Mosse:
“The work does not prescribe a set of responses, and remains ambiguous in an unsettling and seemingly irresponsible way.”
Given these expectations for ambiguity and complexity, the museum’s education team decided to construct an extended series of meaningful opportunities for visitors and staff alike to respond to and react with the installation. These opportunities encouraged personal reflection and physical engagement within the space of The Enclave and provided open pathways for further learning. Opportunities offered incorporated a range in levels of engagement from which to choose.
This case study explores the strategies used by the museum to connect a variety of visitors with this unsettling work of contemporary art. These strategies include:
an in-gallery interpretation space designed for visitor reflection and response;
printed postcards inviting visitor written responses;
While these interpretive strategies serve as the focus for this case study, the museum also partnered with the locally-based international development non-profit organization, Mercy Corps and the Mercy Corps Action Center, whose staff facilitated workshops for museum staff and docents as well as teachers and students participating in a joint school program between the museum and Mercy Corps.
In addition, the museum hosted an extensive series of public workshops and conversations which specifically encouraged open dialogue and personal reflections paired with viewing The Enclave. Throughout these interpretive strategies, our goals were to allow for open, personal, even emotional responses to the piece; to encourage visitors to physically engage with the space of the piece; and to provide pathways for further learning, especially related to the situation in the DRC.
In-gallery interpretation space
Early in the education team’s thinking about how to facilitate visitor experience with The Enclave, it became clear that visitors walking out of the installation would need a way to work through their reactions and responses. In the absence of a tour or multimedia guide, it would fall on the content of the interpretive space to empower individuals to tackle The Enclave independently. Simply entitled Reflecting on The Enclave, the in-gallery interpretation space helped visitors transition from a state of being acted upon by the exhibition’s visual and auditory forces to having the freedom and quiet to react to what had just transpired. The space did not provide visitors with the museum’s point of view or any curatorial voice. The museum remained silent and instead provided a comfortable space for visitors to have and share their own perspectives.
This small “living room” space included a love seat, cushioned armchairs, and a small end table with a bin of pencils. Housed across from the seating area were five clear acrylic holders, each of which held one deck of interpretive postcards. The front side of each card displayed a still photograph from the exhibition and the backside displayed the interpretive prompts: I saw… I heard… I felt… Five cards were placed in the rack with the photograph facing forward and one card was placed in the rack with the interpretive prompts facing forward. This arrangement indicated to visitors the card’s multi-interpretive purpose. Sitting on a pedestal directly below the cards was a clear acrylic box with a slit in the lid. Cards filled out by visitors could be seen inside the box. The nature and placement of these items invited visitors to look at, pick up, write on, and add a card to those already in the box.
Attached to the side of the box was a sign inviting visitors to See what others have shared via the project’s associated Tumblr site. This information indicated to visitors that they could read others’ responses and that their responses were aggregated into an ongoing community commentary about The Enclave extending beyond the museum.
Knowing from previous experience that cards are popular takeaways for visitors, these postcards aimed to provide visitors with an opportunity to say I saw this or I witnessed that. Therein lay one of the project’s most significant challenges. With six simultaneous screens and a 47-minute runtime, visitors emerged from The Enclave having witnessed entirely different scenarios. Some saw rolling images of stunningly beautiful landscapes. Others witnessed a funeral scene juxtaposed with a dangerous birth. A body abandoned in the grass. A sprawling internal displacement camp. Our challenge was to find the emotional or thematic touch points that could translate this immersive experience into static interpretive cards.
Our interpretive media team segmented the piece into major themes or experiences: war and conflict, the role of the photographer, nature and the sublime, Africa and the other. Cross-referencing this list with the potential photographs approved by the artist’s gallery, we chose six images that we believed could serve as touchpoints for a range of potential experiences: a sublime landscape, a military roadblock, a group of civilians, an individual soldier, a young woman, and a damaged village.
We deliberately selected images that were highly polysemic. For example, the landscape Platon echoed picturesque tropes of art history. It also could speak to environmentalism, highlight the surreal nature of the pink film stock, represent the work’s otherworldliness, or, as we saw in the response cards, embody an idea of hope. By contrast, we did not select a photograph called Madonna and Child, which featured a uniformed soldier holding a baby in the pose of the Virgin and Child. This image, while incisively poignant in highlighting the complexities of villain and victim, left little space in which the visitor could create meaning. By offering the visitor a broad range of photographs, we invited them to self-select the image that matched their experience.
Initially, we had planned to further draw out these themes through a variety of questions printed on the verso of the cards: Who is the victim and who is the villain? What is the man on the right thinking? What about the man on the left? Due to a compressed project timeline, our initial prompts were developed without the benefit of visitor testing. Therefore we used a docent training session as an ad hoc focus group.
After standing in The Enclave ourselves and observing docent educators processing their experience, we redeveloped the prompts entirely into the three, simple, sensory-based statements: I saw… I heard… I felt… These words, which were repeated over and over in the training session, were familiar to us from educational research, particularly Harvard’s Project Zero Thinking Routines, which employed them. They provided enough guidance to bolster processing and reflection, but to still afford room for a variety of responses and types of meaning making. Moreover, by splitting the prompts into bite-sized statements, we also hinted to visitors that it was OK to have a range of responses from simple to complex, and to navigate the space on the reverse of the card in whatever way they chose.
In total we printed 7,000 cards, of which around 4,000 were taken by visitors and around 500 slipped into the box in the gallery. Although each response was unique, the methods by which visitors used the cards could be categorized in three ways:
Lists: Some visitors took the prompt literally, charting what they saw, heard, and felt. They wrote in vertical columns over the words, sometimes even using lines to divide their cards into three spaces. They outlined and circled the light grey text to emphasize it. They drew lines between the printed words and their handwritten texts.
Notes to the museum: Often marked with explicit salutations to the museum or the artist, visitors used these cards to give us feedback in the form of concerns, thank you notes, and a frequent request to turn down the volume (the artist preferred the audio component of the piece to be quite loud, providing a physical experience of sound as well as of the projections).
Journaling: By making the background text light grey, we had successfully signaled to visitors that almost the entire card could be used to write or draw. Many visitors did exactly that, often writing stream of consciousness, free association, or personal reflections. Many show cross-outs and hesitations, reflecting the questioning and thinking that happened in the space. For example, one visitor wrote, “There was something about this. Something I’m not entirely sure what it was. Something about this just made my something click. All I can say is brilliant: I’m leaving with a lot to think about and a really heavy heart. But that’s what art does, right? Makes you think. Amazing.”
In terms of what the visitors wrote, we saw five overall themes emerge from the visitor responses:
Peace on Earth: Visitors who shared prayers, wishes, and hopes for those involved in the conflict. This was, interestingly, often correlated to the image Wrap Your Troubles in Dreams. In this case, visitors took the opportunity to speak directly to the woman depicted: “Sorry adout the war” [sic] or “Plz be safe.”
Cynicism and despair: Although there were uplifting moments in The Enclave, the artist did not shy away from depicting violence, destruction, and conflict. This response was almost a direct inverse of those in the first category.
Intellectual connections: These visitors related The Enclave to their prior knowledge of politics, literature, and film, bringing in comparisons to Kubrick, Heart of Darkness, Invisible Children, and others. As we know, adults learn by relating new ideas to their existing matrices of knowledge and experience. In this way, we saw them working through The Enclave, demonstrating learning and engagement as well as an interest in thematically related topics.
Self-absorbed artists: Many visitors attacked the piece, challenging the validity and morality of a white artist receiving accolades and making money by speaking for black communities and “capturing” images of black bodies.
Descriptive processing: Many visitors did not attempt to reach conclusions. They listed what they saw, heard, and felt, sometimes filling the entire card just with descriptive words.
The Tumblr blog site was where all these varied responses came together. It provided a trans-temporal community in which viewers could find echoes of their own experience in the words of others. With over 100 posts shared on the site, it also provided a broader view of the museum audience (and the city of Portland) as a whole responding and reacting to The Enclave. Like the in-gallery interpretive space, the Tumblr site was designed to be as simple as possible both aesthetically and functionally. Visitors scrolled through back-to-back cards: image, comment, image, comment. As an institution, we provided no annotation or categorization. The cards were posted in a random order, free to complement or contradict their neighbors. Even the introductory text was completely neutral:
While The Enclave is on view at the Portland Art Museum, visitors are invited to reflect upon this immersive experience and share their thoughts with the museum. These are some of their thoughts.
Framed in this way, the site offered visitors validation. The museum posted, without comment or hierarchy, every type of response: those who called out Richard Mosse as a “selfabsorbed artist”; those who wrote only one or two words; and those who made spelling or grammatical errors. Viewed together, the stream emphasizes that there is no single interpretation or meaning for this work and that, in the museum’s eyes, no one viewer’s voice is more important or correct than the others’.
This approach carried inherent risks. As a department, we were committed to posting all responses, and yet aware that, given the racially charged nature of the work, we might encounter hate speech or other offensive content. There were cards that we did post that were difficult to endorse, such as one which read:
The people in this area of the continent are guided by superstition fed by rage and terror. No education or very little. No chance, no changes, no hope – only renewed conflict + murder.
Overall, however, we had only one card that we chose not to share because of its references to suicide.
In five months, our Tumblr site received a little over 1,000 page views: 10% of visitors viewed between ten and twenty response cards in a visit; 5% viewed between 30 and 40; 30% returned to the site at least once and 180 began following the museum on Tumblr. Even months after the exhibition has closed, we still gain new followers and see new reposts. Perhaps most interestingly, however, is the fact that no one card has emerged as the most shared or iconic image from the project. Although a few Tumblr users reblogged a batch of cards at once, most chose one or two, frequently non-sequential cards, to share with their followers. As virtual visitors, they selected from the diversity of responses offered, to find the few that resonated with them as individuals.
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“My intention with this work was to create a dilemma in the viewer’s heart. If some viewers were struck by the beauty of war – and sometimes war is beautiful – then, I hoped, those viewers would then be appalled by their response: by taking aesthetic pleasure from someone’s misery, pain, or death. And in that moment, perhaps they might stand back from themselves in the act of perceiving – take a moment to think.” – Richard Mosse
As contemporary art continues to challenge museum visitors in a variety of ways, it is important for museums to carefully reflect on the ways in which visitors will experience and respond to unsettling, immersive, complex, and socially-relevant works of art. In our experiences with The Enclave, having a set of interpretive strategies that allowed for individualized reflection as well as collective sharing allowed for a more meaningful experience for many visitors. The opportunities for personal reflection and extended learning offered by the museum for The Enclave have helped to anchor the museum as a museum ofits place, not just a museum in its place – and these experiences might provide guidance to other museums as they plan interpretation around similarly complex contemporary art.
KRISTIN BAYANS: Interpretive Media Specialist at the Portland Art Museum, where she works cross-departmentally to create mobile, web, and in-gallery learning experiences for special exhibitions, the museum’s permanent collection, and the Object Stories project. Previously, Kristin served as Senior Educator in the Oregon Museum of Science and Industry’s Vernier Technology Lab and as an Assistant Educator for the Smithsonian’s Mobile Learning Institute. She holds an MA in Museum Studies from George Washington University and an MA in Art History from the Courtauld Institute of Art.
MIKE MURAWSKI: Director of Education & Public Programs, Portland Art Museum. Murawski earned his MA and PhD in Education from American University in Washington, DC, focusing his research on educational theory and interdisciplinary learning in the arts. Prior to his position at the Portland Art Museum, he served as Director of School Services at the Saint Louis Art Museum as well as head of education and public programs at the Mildred Lane Kemper Art Museum at Washington University.
PHILLIPPA PITTS: Associate Educator for Gallery Learning at the Portland Museum of Art in Portland, Maine, where she oversees interpretive media, adult learning, and participatory gallery spaces. Prior to this position in Maine, Phillippa served as the Kress Interpretive Fellow at the Portland Art Museum in Oregon, Lecturer and Gallery Instructor at the Museum of Fine Arts Boston, and built apps and games in museums around the country. Phillippa holds an MA in Art History and Museum Studies from Tufts University.
By the time the painting was on its way back to its home at the Cleveland Museum of Art earlier this spring, El Greco’s Holy Family with Saint Mary Magdalene and I had spent 320 hours and four months together. As an on the-floor-interpretation assistant for the Portland Art Museum’s Education Department, I was in the gallery with the painting four days a week, interacting with visitors, experimenting with interpretive strategies, and reflecting on this 400-year-old painting. This experience gave me room to experiment with visitor engagement on the gallery floor, changed how I approach the act of looking, and influenced my teaching outside the museum.
El Greco’s Holy Family with Saint Mary Magdalene came to the Portland Art Museum as a part of the Masterworks: Portland Series. Though I had seen previous works in this series as a museum visitor, I wanted to learn more about how the single painting exhibition model fit into PAM’s approach to visitor engagement. I refreshed myself on the mission of the Portland Art Museum, and of the impetus behind the Masterworks series in particular. A critical facet of the Museum’s mission is “to facilitate dialogue with diverse audiences.” What does this mean, I asked myself? And how does this series, which has brought individual works by Raphael, Titian, Thomas Moran, and Francis Bacon to Portland audiences, achieve this goal? I considered my own role as an educator on the floor with a single artwork and how I might facilitate conversation, without imposing on each viewer’s unique experience. One immediate challenge I faced was learning how to open up the quiet, contemplative space of the special exhibition gallery.
The rectangular gallery was hung with velvety grey curtains on all sides, with El Greco’s painting, spotlit, on the middle wall. Didactics and sponsor information hung apart from the painting on the remaining walls. The focus on a single artwork seemed perfectly designed to encourage the kind of slow looking we like to see in a gallery, assuming this close, prolonged looking results in a deeper understanding and a more meaningful experience between viewer and artwork. Here’s what I have in my notes (unedited) from my first day in the gallery with El Greco:
Where are these curtains from?
What do the wall texts say? What questions to they raise/answer?
Why is it so dark in here? And quiet!
While certainly not earth shattering, these initial field notes illustrate a potential tension between the goals exhibition design and those of education. The space was so quiet and almost altar-like that visitors would immediately halt their conversations, or speak in low whispers as soon as they entered. I became fixated on how to overcome the elements of the gallery– the layout, the lighting, and the decor – that seemed the antithesis of my job, which was to enliven the space through conversations about art. I struggled with how to approach visitors who, as soon as they entered the gallery, became hushed, or exited the space quickly, as if intruding. Was it okay to interrupt someone who seemed lost in thought, staring at the painting? Did I dare ask what two giggling teens found so funny about the Holy Family?
The answer was yes; I just had to locate the confidence in myself that approaching a visitor about her experience in the gallery was not an interruption, but an opening to access the work of art. I learned to use the look and feel of the space to introduce conversations with visitors about how museum design impacts how, and what, we see. I also learned that people can and will say no if they don’t want to be interrupted! I was inspired by this post by Rebecca Herz on visitor engagement and developed gallery activities that would guide viewers back to the work.
SERIOUSLY SLOW LOOKING
Whether you’re a museum educator or teach in the classroom (or do both), you’ve probably engaged in some slow looking exercises with a group. In the classroom I regularly require my art history students to study a single artwork for an hour before writing anything down, but I couldn’t remember the last time I stopped and looked for that long. Being in the gallery with the El Greco gave me the chance to challenge myself to the act of looking deeply.
What turned out to be most remarkable about this challenge was that I didn’t have to go at it alone; being on the floor with visitors meant that I could look at the painting over and over again through many different lenses, and with a variety of different viewers and viewpoints. Many people came into the gallery and went straight for the painting, ignoring the wall text and just delving into their own interpretation. For these visitors, I became more of sounding board for their thoughts on El Greco’s unusually long forms, strong contrasts, and dynamic sky. They’d ask me questions about the piece, but were largely content to draw their own conclusions.
Others would soak up all the information they could before turning to the painting. This included wall texts and conversations about the painting, accessible in the gallery through an app called STQRY. My presence in the gallery began to feel more and more organic, and I had repeat visitors who would come back to chat about the piece, or to share thoughts they’d had while contemplating the work on their own, outside of the museum.
The most rewarding part of this experience was my regular and direct contact with museum visitors. These interactions provided the basis for my interpretation of the painting, influenced the design of my in-gallery activities, and offered direct evidence that my work was having a meaningful impact on visitors’ experiences at the Portland Art Museum.
I shared an emotional moment with one man, Ed, a retired graphic designer who had studied painting in New York in the 1950s. He and I talked not only about the remarkable way El Greco composed his image, but also about Ed’s own struggles as a painter, relating them to El Greco’s desire for patronage, for someone to appreciate, understand, and ultimately fund his work. These are things working artists can relate to, Ed told me, when he revealed that he’d given up painting in his 30s in order to earn a living as a designer.
Betty, age 87, approached me in the gallery to share that she had first seen El Greco’s Holy Family in Cleveland when she was 18. She explained to me the impact the work had on her, even after all these years. We bonded over the tired, but so human-looking Mary, and Betty told me that over the course of her life – ending a marriage, raising three kids, struggling and finally succeeding professionally – this painting, particularly Mary, had stayed with her.
I think an interpretive guide with the painting gave people permission to talk about what they were seeing, feeling and experiencing as a result of looking at work of art. I believe these conversations shifted visitors’ expectations of a museum experience, and they certainly changed my approach to looking at and teaching about art.
BACK TO THE SURFACE
Spending so much time with one work forced me to really study and appreciate all the work El Greco was making paint do. In the gallery, I had the opportunity to talk with many people, including painters, sculptors, and writers about what they saw when they looked at the surface of the painting. We’d notice those trademark El Greco highlights, but also bits of underpainting, a rawness that pointed to process; in these discoveries the mechanics of painting became accessible and the 400 year old surface was fresh again.
These interactions inspired me to create more opportunities for creative writing and art-making in my art history classroom. Chatting with a sculptor in the El Greco gallery about form and movement, led me to experiment with an in-class activity where my students recreated 2D works in 3D with found materials. This activity initiated self-directed discussions among small groups of students about form, process and material, and allowed us to return to the work invigorated. Ultimately, I learned that facilitating visitor engagement can be as low tech as having a conversation.
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About the Author
KELSEY FERRERIA teaches Art History, Architecture, and Design at Portland Community College. She also works with the Portland Art Museum as an Interpretation Assistant where she’s developed mobile and in-gallery learning experiences for the Museum’s special exhibitions. Both in the classroom and in the gallery, Kelsey loves experimenting with different learning strategies, and aims to facilitate meaningful experiences with works of art. She holds a BA in Art History from Willamette University and an MA in Art History from the University of Oregon.
Written by Jessica Fuentes, Center for Creative Connections (C3) Gallery Manager, Dallas Museum of Art
The creative process is often described as cyclical and sometimes, when I’m in it, it can feel like I am going around in circles, ending up where I started. Hopefully, when I come back around that circular process, my ideas have evolved so though I may be in a familiar place I am truly somewhere new. Perhaps the path of the creative process is then more like a spiral, repetitious yet constantly moving forward. This concept not only illustrates an important artistic process that we want to share with visitors to the Center for Creative Connections (C3) at the Dallas Museum of Art, but also it describes the methods we employ as our space evolves. The creative process is an inspirational component of C3 and it is exemplified through the Art Spot, a hands-on art making area.
A Brief History
In 2008, the hands-on art-making area within the C3 exhibition Materials and Meanings was called the Materials Bar. With a total of eighteen standard and tall seats, the space was designed as a communal area for visitors of all ages. The Materials Bar provided a hands-on experience of the creative process engaging visitors with an inspiration wheel, videos that modeled techniques, materials that encouraged play, and a reflective label writing component. The materials provided were similar to or related to works of art on view.
In 2010, C3 presented its second exhibition, Encountering Space, which involved a complete redesign of the entire C3 and transformed the Materials Bar into the Space Bar. Though it remained a hands-on making area, the focus on the new exhibition theme was evident in the inspirational prompts and reflective labels. Prompts challenged visitors to “transform a cube of space” or “build a sculpture with positive and negative space.” The label cards not only encouraged visitors to reflect, they also introduced vocabulary about space through a word bank. Additionally, the seating was expanded to accommodate twenty-six visitors.
In 2012, C3 transitioned away from themed exhibitions and towards a more fluid process of rotating works of art. Along with our process, the physical space changed, reflecting the end of Encountering Space and the beginning of a simplified graphic identity to reflect the DMA brand. With additional seating for a total of forty-four visitors, the area was renamed the Art Spot: Anytime art-making for everyone. Since then, we have experimented with different approaches. For a year we focused on one work of art, Family Portrait 1963 by Martin Delabano. Although we changed the materials and prompt every couple of months, they always related back to the work of art. The following year we explored the broader idea of creativity. We provided unconventional and everyday materials (like red plastic cups, spoons, paperclips, and twist ties) and challenged visitors to make something new and unexpected with them. More recently we have made connections between the Art Spot materials and our wall of visitor-submitted images with themes like Textual Awareness or Flowers.
Commonalities and Spiraling Forward
For me, the creative process can be simplified to four steps: inspiration, exploration, creation, and reflection. With each iteration of the making area in C3, we come full circle. We start with an idea—a theme like materials, space, or creativity— or a work of art. Next, we explore the possibilities of that idea and play with what it might look like. Then, we construct it for visitors to experience, and finally we reflect on the actual visitor experience. Over the years, the various iterations are in many ways similar, but with each new endeavor we learn and revise. In each iteration we were inspired by visitors, and hoped to inspire visitors — as art museum educators, we place an importance on encouraging visitors to connect with works of art. Furthermore, the area has always been about three-dimensional making and the creative process. In our upcoming redesign, we are sticking with these tenants, but are approaching them in different ways.
In the past we strived to inspire participants with the art on view in the Center for Creative Connections, though we found this can be difficult when the works of art are not directly adjacent to the making area. Often visitors come straight to the art-making area without looking at the works of art or, if they spend time looking at works of art, they may not be thinking of those objects when they arrive at the making area. When we installed Family Portrait 1963 directly in the Art Spot, we hoped that visitors would be more prone to draw inspiration from the work. We found that despite its positioning and large size, it quickly gets lost behind a sea of visitors when the Art Spot is full.
In the upcoming redesign, we are installing more works of art in the Art Spot and are strategically placing them near the tables where participants will be creating. Furthermore, the cases housing these works will have prompts directly on the glass to provoke thought and discussion about the materials, design, and process. These kinds of prompts can help visitors get into the making mindset, a way of critically looking at and exploring materials.
Also, our approach to choosing works of art has shifted. In the past we chose works of art that exemplified a concept and might inspire visitors to create. This time we are taking our inspiration from our visitors. Over the past few years we have documented the kinds of creations made at the Art Spot. We know that, regardless of the theme or materials, there are common items that are made: rings, animals, flowers, hats, and woven objects. So, we started with those observations and chose works of art that visitors might more easily relate to and that had some evidence of both the materials and the method of making.
Finally, we will continue to encourage the creation of three-dimensional objects, but rather than having one set of materials, we will offer different materials at different stations that relate to the nearby works of art. This will offer some variety so that visitors have more options.
When the Art Spot reopens in the next week, we will continue to ask for visitor input and revise, because being an experimental space means that we are constantly evolving through the creative process. We will document the creations visitors make; read the reflective statements they write; talk with them about the works of art, the materials, their creations, and their overall experience to get a sense of what aspects of the new design are working and what we may revise.
How Do You Do It? Share Your Thoughts
How would you describe your creative process?
How do your programs, activities, and gallery spaces change and evolve?
Share your thoughts with us in the comments section below, and let’s collectively reflect a bit more on our planning and reflection processes for these types of creative, experimental spaces in museums.
Reposted from CODE | WORDS, an experimental publishing project on Medium exploring emerging issues concerning the nature of museums in light of the impact of digital technologies on society. This collection of essays has since been published in book form by Museums Etc.
As the AMC series Mad Men aired its midseason finale back in May 2014, more than two million viewers were graced with an unexpected song and dance performance from senior advertising executive Bert Cooper, played by actor and past Broadway star Robert Morse. In this musical equivalent to hitting the pause button on a much anticipated final season that does not resume until next spring, Morse crooned the lyrical lines first written in 1930: “The moon belongs to everyone; the best things in life are free.”
For me, it was certainly one of the most intriguingly beautiful and surprising moments on television in recent years. The song comes during the last two minutes of an episode in which the daily dramas of the show’s characters are laid on top of, and intertwined with, the 1969 Apollo 11 moon landing. At one point in the episode, everyone gathers around a television, wherever they are, to watch Neil Armstrong take that small step onto the surface of the moon — engaging in one of the most memorable shared human experiences of the 20th century (an estimated 600 million people worldwide were watching the moon landing live on television at that very moment).
Technology, engineering, and new media undeniably acted to create a profound connection. In her Los Angeles Times column about the Mad Men episode, Meredith Blake wrote:
“It was an unexpectedly hopeful hour of television, one that reaffirms the possibility of positive collective experience while contradicting the notion that technological progress must come at the expense of human connection.”
This perspective has particularly resonated with me at a time when I have been grappling with the effects of digital technologies and media on the educational role of museums. Are my own core values of human connection, shared experience, and community co-creation a part of the digital transformation happening in museums? When we’re overly suspect of digital technologies, are we missing out on a greater opportunity to embrace a ‘digital is everywhere’ mentality—a mindset that brings together thinking about digital technologies and the new ways in which humans connect, share, and learn in a digital age?
Yes, and yes.
Well …. how did I get there?
In May 2013, I gave a talk at the Museum of Contemporary Art in San Diego (followed by a short thinking piece online) entitled “Museums Un/Plugged: Are We Becoming Too Reliant on Technology?” that explored my uncertainties about the growing emphasis on technology in museums. Far from being anti-technology, I was, however, exploring some burning questions I, myself, had about the role of digital technology in museum learning and visitor engagement through the polemical dichotomy of ‘plugged in’ versus ‘unplugged.’ Among many questions, I asked:
“As we focus more and more on digital and online experiences, are we sacrificing any of the human-centered elements that have been at the core of museum education for more than a century? If your museum lost power, how would that affect the learning experiences in the galleries and across programming?”
After seeing some museums investing more in a single digital project than other museums have in their entire annual operating budget, I was genuinely concerned that we might be losing sight of the basic ‘unplugged’ human interactions at the core of learning that allow these institutions and their collections to have public value and mean something to the communities they serve. I even wrote, “when I head into the galleries to facilitate a learning experience, technology often falls away and I find myself focusing entirely on the analog elements of museum teaching.”
Yet, I have come to realize that we can no longer unplug the effect of digital technologies and Internet culture on the ways we think about and re-imagine museums today. If the lights go out in the museum and all the WiFi hotspots and screens go dark, we might lose the physical technology infrastructure, but we do not lose the powerful participatory, networked, open source culture that has taken root in our audiences and communities in the 21st century. In this regard, digital technology cannot simply fall away.
In the 2014 Let’s Get Real 2 report developed from the second Culture24 Action Research Project involving 22 arts and cultural organizations, experts from across the field noted that institutions are struggling to embrace the new realities of audience behavior (via the web, mobile devices, social media, etc.). Jane Finnis, Project Lead, remarks in her foreword to the report:
“this challenge is absolutely not about technology, which we are often guilty of fetishising as a solution to problems. It is first and foremost about audience and the ways in which digital technologies are changing their behaviours: at work, at home, on the move, learning, playing, questioning, socialising, sharing, communicating. Forever.”
For museums in the 21st century, becoming more aware and responsive to these changes requires a shift in thinking at all levels — a shift that embraces a wider ‘digital mindset.’ This approach envisions a deeper fluency and understanding of web behaviors, mobile behaviors, and social media behaviors across all areas of museum practice, rather than relegated to the IT, online collections, or website functions of a museum. In her core essay from the 2014 Sharing is Caring anthology (a must read, by the way) entitled “This Belongs to You: On Openness and Sharing at Statens Museum for Kunst,” Curator of Digital Museum Practice Merete Sanderhoff sets out to define “a new foundation for our work, one that comprises digital infrastructure and a digital mindset in equal measure” (23). She continues:
“Technology should not govern the museums’ work. But in order to learn and understand how we can use new technologies and benefit from the opportunities they open up for us, we must explore and incorporate not just technologies themselves, but also the changes in behaviour and expectations they prompt in users. We must think like users.”
So how might we begin to think more like users, and see our audience as users, as well?
Be More Open
With the rise of the Internet, the phrase ‘open source’ began as a way to describe open access to software source code and the collaborative model for how it is developed. Key elements of this development model have been: universal free access and redistribution of the source code, an openness for users to modify and adapt that blueprint in any way desired, and an emphasis on transparency and collaboration.
In museums today, one of the direct effects of this open source movement can be found in the ways through which institutions have released their collection data. As the OpenGLAM (Galleries, Libraries, Archives, and Museum) initiative coordinated by the Open Knowledge Foundation asserts:
“The internet presents cultural heritage institutions with an unprecedented opportunity to engage global audiences and make their collections more discoverable and connected than ever, allowing users not only to enjoy the riches of the world’s memory institutions, but also to contribute, participate and share.”
In 2013, the Rijksmuseum released 150,000 copyright-free, high resolution images of public domain works — one of several art museums that have made collection data and images openly available online. But they have gone beyond simply releasing images and data, and actively encouraged people to share their collection, remix the artworks to create personalized collections, print reproductions (including everything from posters and canvas prints to coffee mugs and bed covers), and allow artists free reign to use these images to create something new. As of October 2014, visitors had created more than 169,000 new virtual exhibitions through the RijksStudio web platform. Ed Rodley’s recent CODE | WORDS essay “The Virtues of Promiscuity” lays out an interesting case for museums like the Rijksmuseum being promiscuous with its collection.
Pushing open use of a collection even farther, in January 2014 the Walters Art Museum hosted its second Art Bytes hackathon to bring together technology and creative communities to use the museum’s rather new API to create games, Twitter bots, scavenger hunts, 3D prints, web apps, e-books, digital docents, etc. This competition not only utilized the collection data to inspire community-wide creative rethinking about the Walters, but it led to a whole series of incredible adaptations, recreations, and visitor experiences with the collection at the core.
One of Denmark’s leading IT lawyers, Martin von Haller Grønbæk, writes in his essay “GLAMourous Remix: Openness and Sharing for Cultural Institutions” from the 2014 Sharing is Caring anthology:
“All cultural institutions should endeavor to be as open as possible in the sense that as many people as possible should have the easiest access possible to the institution’s content. At the same time the institution should seek to ensure that the freely available content is shared, enriched, and processed by users, whether they are citizens, students, scholars, researchers, or commercial ventures.” (142)
If we think of the concept of ‘open’ in the broadest way possible (beyond releasing collection data), it has the potential to challenge museums to let go of some of their control and the limitations that come with this control. Embracing a mindset of openness changes the way we think about museum practice, inspiring a more participatory mentality focused around creating, transforming, and adapting — without the traditional restrictions that have limited forms of public cultural learning.
“With the web has come a new collaborative approach to knowledge generation and sharing, a recognition of multiple perspectives, and an expectation by users that they will be able to contribute and adapt/manipulate content to meet their own needs.” (Graham Black, Transforming Museums in the 21st Century, 6)
A hundred years ago, people relied on museums as a repository for the knowledge and information related to its cultural collections. If you wanted to learn more about the artists, artworks, cultures, and places of its collection, you walked inside a museum’s grand halls of knowledge. Today, that has completely shifted. Visitors can access far more information through their smartphone or mobile device than any museum could ever hold (as of October 2014, 87% of people in the US use the Internet, 67% own smartphones, and they have access to more than 672 billion gigabytes of data from more than 1 billion websites).
During a visit to the Nelson Atkins Museum of Art in Kansas City, I found myself sitting in front of an amazing Franz Kline painting entitled “Turin” in their Abstract Expressionism collection. While the pithy 98-word unattributed ‘voice of god’ label offered a few tidbits (“Kline used commercial house paints,” and that the painting was “named after a city in northern Italy”), I quickly went to my iPhone to search for more—I was hungry for more. From the 350,000 Google search responses, I instantly found videos, photos, Wikipedia entries, curatorial essays, poetry, music, visitor comments, slow looking reflections, and links to dozens of other museums that had works by Kline in their own collections. While I may have been standing in the Nelson Atkins building, I found myself reaching outside of its walls and connecting digitally with a wide distributed network of authorities and communities of knowledge—even sharing my own content to this mix with tweets and Instagram photos. When I sat down with docents in front of this painting for deeper conversations, we opened up further layers of thoughts, insights, and questions that were not part of the authoritative knowledge repository of the museum.
We have rapidly moved out of the era of passive consumption of content selected by a few experts, and museums now have an opportunity to actively reshape their own authority in this new equation. The digital age does not negate the authority of museums and curatorial expertise, but, rather, it puts this authority in public conversation and dialogue with a wider network of knowledges, voices, and experiences. Cultural authority is not something solely established by a didactic label, curatorial essay, or published catalog; it is negotiated through discussion and collective participation, and shared with our community and the users (yes, I said ‘users’ instead of ‘audience’). with which we connect. In his 2009 essay “A Manual for the 21st Century Gatekeeper,” New York-based curator Michael Connor explores the ways in which the internet, social media, and new collaborative ways of working are fundamentally changing the relationship between arts organizations and their audiences. He writes:
“A curator’s authority pales in comparison to the audience’s vast collective stores of knowledge and passion. How can gatekeepers redefine their role in ways that harness the power of the audience without losing the sense of subjectivity and personal risk that lie behind aesthetic decisions?”
As museums work toward sharing authority, they can begin to allow for the voices of specific communities and the public to be heard inside the walls of these institutions—to speak for themselves. In her guest editor preface to the July 2013 issue of the Journal of Museum Education focused on this theme of “shared authority,” Elizabeth Duclos-Orsello includes a powerful quote from historian Karen Halttunen that relates to the role museum staff play as workers in these public institutions:
“We [must] divest ourselves of the special authority sometimes granted to us … [and we must] enter democratic partnerships with other members of our communities.”
For me, the Memory Jar Project a couple years ago at the Santa Cruz Museum of Art and History really stands out in terms of a museum working to renegotiate traditional, monolithic structures of authority (using a ‘digital mindset’ in an analog way). Part of a larger community-sourced exhibition project called Santa Cruz Collects, visitors were invited to ‘bottle up’ a memory in a jar, label it, and leave it as part of this exhibit to share with others. The Portland Art Museum’s Object Stories initiative also continues to strive toward shared authority and multiple voices (see “Sharing Authority/Sharing Perspectices: Native Voices”). By redefining authority through these processes of co-creating knowledge and meaning with the community, a museum has the potential to be far more than just a place that holds and disseminates knowledge.
At the core of the digital age are new ways of relating to one another, new ways of interacting, new kinds of groups, and new ways of sharing, learning, collaborating, and connecting. In their 2012 book Networked: The New Social Operating System, Lee Rainie and Barry Wellman argue that the large online social circles of familiar platforms such as Facebook, Twitter, Pinterest, etc. actually expand opportunities for learning, problem solving, and personal interaction. Their work at the Pew Internet Project and the NetLab (especially research for the Connected Lives Project) suggests that digital technologies are not isolated — or isolating — systems, but rather networked systems built upon these social networking platforms as well as mobile device technologies.
“People’s relationships remain strong — but they are networked. Neighbors, and neighborhoods still exist, to be sure, but they occupy a smaller portion of people’s lives. It is hard to borrow a cup of sugar from a Facebook friend 1,000 miles away, but it has become easier to socialize, get advice, and exchange emotional support at whatever distance. Where commentators had been afraid that the internet would wither in-person ties, it is clear that they enhance and extend them.”
Through countless digital projects and social media activities, museums are tapping into global networks and becoming more connected to this growing virtual community (that, in many cases, actually has a strong relationship with a museum’s physical community). As Paola Antonelli, senior curator of architecture and design at the Museum of Modern Art, stated in a 2014 New York Times piece, “We live not in the digital, not in the physical, but in the kind of minestrone that our mind makes of the two.”
Through the Portland Art Museum’s #captureParklandia project, we were able to effectively explore the interconnected network of interest-based social media communities (via Instagram) and the physical communities in Portland itself. The overall reach of this project through Instagram was far larger than the museum’s annual in-person attendance, motivating us to rethink how we define our audiences and the new ways in which we might bring them together through moments of exchange. Rob Stein explores related ideas in his CODE | WORDS essay “Museums… So What?”, writing:
“… the face-to-face dialog that happens in real life at the museum is critically important, but I keep thinking about all the ways we could enhance and improve this dialog digitally and online. What if we considered how we might detect when meaningful discourse happens in our social media and online activities?”
The Question Bridge project is a particularly powerful example of using digital technologies in a participatory way to bring people together in dialogue and exchange. Organized by artists Chris Johnson and Hank Willis Thomas in collaboration with Bayeté Ross Smith and Kamal Sinclair, this innovative transmedia art project aims to facilitate a question-and-answer dialog between black men from diverse and contending backgrounds and create a platform for representing and redefining black male identity. In addition to its online interactive site, the project has been installed at over 25 museums and galleries, including the Brooklyn Museum, Fabric Workshop and Museum, Milwaukee Art Museum, Oakland Museum, Cleveland Museum of Art, the Exploratorium, and the Missouri History Museum, and includes a multiple-screen video installation as well as a youth development curriculum and specialized community engagement events. The project (about which I encourage you to learn more) is all about dialogue and listening, and it taps into both technology and a digital mindset in order to enhance the connective and collective experience of participants in a digital age.
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In her book Museums in the Digital Age, Susana Smith Bautista discusses how notions of place, community, and culture are changing for museums in the digital age. In her conclusion, she writes:
“If museums are to remain relevant, vital, and meaningful, then they must adapt to a changing society, which means not only recognizing and incorporating new digital tools for communication, but more importantly, recognizing the changing needs and aspirations of society as reflected in their communities of physical and virtual visitors.” (225).
As the behaviors of our audiences and communities change, so do the ways in which they learn. A core part of this digital transformation in museums (see “Museums Morph Digitally”) involves expanding our concepts of learning and engagement to be responsive to an Internet culture defined by participation — and not just ‘participation for the sake of participation,’ but as serious involvement in the deep, connected forms of cultural and creative learning that can occur with museums.
Embracing a digital mindset of openness, participation, and connectivity allows museums the chance to extend the boundaries of what is possible, and serve as sites for profound human connection in the 21st century—in much the same way that new technologies brought people together for that powerful shared moment 45 years ago to witness Neil Armstrong’s ‘giant leap.’
After all … the moon belongs to everyone.
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On November 12, 2014, the NAEA Museum Education Division hosted a Peer2Peer Hangout that focused on these ideas of ‘digital mindset’ and ‘digital museum practice’ with Ed Rodley, Chelsea Kelly, Michelle Grohe, and Juline Chevalier. It was a lively conversation with lots of good questions from people watching live. View the video archive of this Hangout below:
When the Clark Art Institute reopened its doors this summer, visitors were greeted by an astounding new building by architect Tadao Ando, expansive views of the rolling hills of Williamstown, Massachusetts, and beautifully redesigned galleries for the museum’s extensive permanent collection. With this renovation and expansion, we faced the challenge of how to encourage visitors to engage with the art in new and inspiring ways. Previously, the museum had been renting audio wands; however, these were limited to a single layer of audio and had no screen option. Thus, a new interactive interpretive system was needed to accommodate deeper layers of exploration and engagement with the collection.
Through a grant from the Institute of Museum and Library Services, the nostalgic audio wands have been replaced by mini iPads, which we call multimedia guides – although they are so much more than that. The multimedia guide currently has 150 objects from our permanent collection, each with a zoomable image, basic information, label, and audio (along with audio transcript). Many of the objects also give the visitor the option to explore the artwork further with varied layers of content. The multimedia guide is free with museum admission or visitors can also download a streamlined version onto their personal device. The guides also include information about the Institute’s founders, Sterling and Francine Clark, special exhibitions, and a grounds map.
This interpretative project was several years in the making. Over the past two years I have worked closely with Media Manager Laurie Glover and Project Manager Viktorya Vilk to develop a system that embraced the mission of the Clark and its dedication “to advancing and extending the public understanding of art.” Central to our approach was the importance of looking at art — we did not want to detract from the importance of this practice, nor replace it with gazing at a screen. Instead, we found ways that would enhance the looking experience and point out things that visitor could not have learned otherwise. In many ways, we were inspired to the Van Gogh museum’s recent app, Touch Van Gogh, which allows audiences to examine the painterly process up close in ways never before possible.
So, how to accomplish these things?
To tackle this bold mission of active looking and learning, our process included months of brainstorming with the Clark curators and educators to decide which works of art would benefit most from additional content. We asked them what stories they liked to tell about the art, what questions they were most often asked, what special thing no one knew. From these stories, we slowly whittled down our extensive list to 150 objects and designated about half of them for additional content. Each of these objects would have no more than three or four sections of content. The content is layered, so there was an option to go deeper if there is interest but we did not want anyone to feel bogged down by the amount of content. We wanted to maintain choice in the pace the information is provided, the depth of knowledge one might be seeking, as well as a direct search for a particular artwork versus a more casual browsing of the collection.
We endeavored to create content that most enhances the visitors’ understanding of the artwork – when it can make the invisible visible and inspire curiosity for deeper learning. We found conservation stories from X-rays that unearthed hidden secrets. We found collection stories from the diary pages of our founder. We also worked with Tristan Interactive to build a semi-customized content management system and develop three kinds of interactive within the application. These include:
1) Drag and Drop: This interactive works sort of like a puzzle, in which small details from the artwork can be matched to the larger whole to reveal interesting details. This works particularly well for very detailed paintings because it encourages the viewer to look back up at the actual painting to find the detail in front of them.
2) Slider: By sliding your finger along a scrub bar the image changes to tell a story or transform an image. For example, this feature works well with our Domenico Ghirlandaio painting, Portrait of a Lady. The transformation shows the painting pre-conservation, when the painting was altered with the addition of a halo and wheel identify the sitter (mistakenly) as Saint Catherine. One of the things that was most important was developing functionalities that could be adapted in various ways: for example, the slider could move something in space, reveal a hidden layer, or move through a narrative.
3) Hotspots: Pulsing circles appear on different part of the image – when tapped, screen pops up to reveal more information about this part of the work.
After our initial beta-build of the device we invited 80 volunteers and docents to act as a sort of focus group. We handed out the multimedia guides with a survey/set of instructions to help guide each individual through the 20-ish objects we had built into the device. The survey asked each person to the rate the difficulty of these tasks (i.e. “play the audio,” “find the Unpack Me interactive,” etc.). Because our focus group was limited to volunteers and docents, the demographic was mostly 50 years of age or older.
As we expected, there was a lot of initial confusion and outright contempt for the devices; mostly because they were perceived as new and scary. This was not a sample group that felt comfortable with technology or even used an iPhone or iPad on a regular basis. However, the more time we spent explaining their functions, the more they found joy and value in them. The less confusing the process became, the more impressed they were! Given our visitor demographic, it reinforced our commitment that the app be intuitive with lots of onscreen help. We worked with the engineers to create built in “hints” that appear on the tablet screen and encourage/guide the user.
Of course, there will always be visitors who do not want to engage with the tablets when visiting the museum. We worked hard to create something that was user friendly and, hopefully, a seamless transition from the traditional audio wand. We hope that audiences will want to engage with the collection in new and deeper ways through the expanded layers of content. Content that is presented in a variety of ways, with the belief that it will appeal to a variety of users.
As many others in the field have already noted, there is a constant grappling with the pros and cons of bringing technology into the galleries. Although I personally believe in the power of individual, intimate experiences with art, I also strongly value the communal experience that can be cultivated through conversation in front of a work of art. I can see the appeal and value of both experiences and I hope that each visitor is able to travel the path that best accommodates their needs. We chose iPad screens because they are shareable, a single headphone to make the experience less solitary, layers of content to pick and choose from. Interpretation should be available to those that seek it; it should spark curiosity and reveal what makes us love a work of art.
We have recently finished conducting an expansive survey in the Clark galleries, both with visitors who used the multimedia guide, and those who did not, to gauge it’s effectiveness, value, and possible issues that might have arisen with usability. Although we are still waiting for the concrete data, preliminary results indicate that our visitors love the app and love using the iPad minis. They enjoyed using the interactives, sharing tidbits with their family and friends, and listening to the audio components. However, those that did not take the device, often voiced negative comments about it. It seems the negativity is rooted in the unknown – something that is new, possibly complicated, and technological.
As is often the case on ArtMuseumTeaching (and a very valuable case), I’d like to open the floor to all of you. What are your thoughts on the future of technology in museum galleries? What are its positive effects and what are the possible criticisms it faces? Can an iPad screen really enhance a solitary and personal experience with a work of art? Or is that kind of thinking becoming increasingly elitist and limiting to everyday audiences?
About the Author
REBECCA FRIDAY: Rebecca earned her Bachelor’s Degree from Sarah Lawrence College and Master’s Degree from Williams College, both in Art History. She spent the last two years working as a Curatorial Assistant at the Clark Art Institute. In addition to her contributions on the multimedia guide project and interpretation of the reinstallation of the permanent collection, she also served as curatorial coordinator for Winslow Homer: Making Art, Making History, Cast for Eternity: Ancient Ritual Bronzes from the Shanghai, and Radical Words: From Magna Carta to the Constitution. Prior to her position at the Clark, Rebecca worked at the Williams College Museum of Art as well as several New York City art galleries, including Galerie St. Étienne and Robert Miller Gallery. She is currently looking for her next adventure in museum interpretation. Rebecca tweets at @Fridayfridaygrl. Rebecca’s postings on this site are her own and do not necessarily represent the Clark Art Institute’s positions, strategies, or opinions.
Editor’s Note: As I near the end of my second year as Director of Education & Public Programs here at the Portland Art Museum, I find myself more interested than ever in how a museum can connect with its community and its place. Even before I arrived, the Museum was already envisioning itself as a platform for community dialogues, conversation, engagement, and critical thinking in relation to its collection and exhibitions (this certainly was something that drew me out here). And in the past couple years, the team here at the Portland Art Museum has continued to work with the Portland community in new and unique ways to be a museum of its place, not just a museum in its place. The following post by Kristin Bayans and Justin Meyer describes our current project entitled #captureParklandia, designed as a way to spark thinking about parks, gardens, and experiences with green spaces in our own community — in conjunction with the stunning exhibition Art of the Louvre’s Tuileries Garden about the art, design, evolution, and experience of Paris’ most famous garden. Through this social media photography project, museum visitors and the public community are encouraged to share their park experiences and memories, but also to discover new park spaces and think about them in a new light through the lens of the Tuileries. With art serving as a catalyst, projects such as #captureParklandia — in addition to our robust series of programming this summer — allow the museum to serve as a platform for public engagement and community dialogue around issues relevant to the life of our city and its region. While there have been recent questions about the validity of a project like this for an art museum, I firmly stand behind the success of this experimental project in social media and place-based digital engagement. Please add your voice below in the Comments section, as it is always important to have an open dialogue about these issues as we face them in the ever-changing landscape of museums in the 21st century.
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Written by Kristin Bayans, Interpretive Media Specialist at the Portland Art Museum, and Justin Meyer, Portland Art Museum Education Intern and PhD Candidate at the University of Michigan
#captureParklandia is the Portland Art Museum’s most recent dive into a large-scale social media project. Created in tandem with the special exhibition The Art of the Louvre’s Tuileries Gardens, Portland Parks and Recreation, and the Portland Parks Foundation, #captureParklandia is both an online and in-gallery experience. #captureParklandia’s pie-in-the-sky goal is to get Portlanders to play with the museum and connect in new ways. Through this playful interaction, Portlanders will begin to think of PAM as their museum, not just a museum.
#captureParklandia Works Like This
Anyone with Instagram can tag their photo of a park in Portland with our hashtag (the project’s name). All of these photos are displayed on both an up-to-date feed, as well as geolocated on a map of Portland via the Museum’s webpage for this project. In the exhibition gallery, particularly captivating hashtagged Instagram photos are displayed digitally in a dynamic web application, Slidely. Twelve unique photos, selected by our partners from the thousands of tagged submissions on Instagram, were printed as one of twelve individual “Portland Park” trading cards (120,000 cards were printed in total). Trading cards have the project’s hashtag, advertise the work of Portland Parks and Recreation, and give visitors to the in-gallery experience something to take with them.
Go Forth and Get’em
Perhaps the most important step to putting this project together was recruiting members of InstaPDX (Portland’s Instagram social club) in-person during one of their pub meet-ups. It was a bit awkward at first; we were essentially speed-dating with members of the group, going from one person to another describing the project and asking for their participation. Within 24 hours of our pub appearance, the project received hundreds of Instagram tags! Shelley Bernstein, Vice Director of Digital Engagement & Technology at the Brooklyn Museum was 100% correct about the power of seeking out audiences within their own communities, when she stated “… after all, why should we expect them (web based communities) to come to us?” (Bautista 178).
It was clear that by no means were we going to be “besties” with InstaPDX, but at least we might be relegated to “cool relative” status (the one you are jazzed to hang out with once in a while). Sadly, this is one of the plights of being an authoritarian figure institution; (cue dramatic music) the…“Museum.” Firm in our desire to cultivate a relationship of mutual respect, we invited members of the InstaPDX community to the press preview of Art of the Louvre’s Tuileries Garden. In addition, we chose a handful of InstaPDX members’ #captureParklandia images to be printed on our park trading cards, working in conjunction with Portland Parks and Recreation. This infuses our project with more crowd-sourced content, exposes museum visitors to the talent of community photographers, and validates the work of artists outside the museum.
#captureParklandia is part of the Portland Art Museum’s ongoing strategies to engage audiences. Like us, several museums have been experimenting with crowd-sourced tagging and picture sharing platforms since the early 2000s. What is revolutionary about these approaches is that they are powered by the kind of community engagement Shelley Bernstein was talking about: seeking out audiences on their own turf and on their own terms. Institutionally, there is power in demonstrating a different and effective way of communicating with Portlanders, as well as discovering that some Portlanders who don’t traditionally interact with the museum welcome the opportunity. As Ed Rodley, Associate Director of Integrated Media at Peabody Essex Museum, has said — this is an actual way to have a rich varied relationship with people over time.
#captureParklandia draws upon what Susan Smith Bautista describes in her new book Museums in the Digital Age as a place/experience, or a way of seeing the world through interconnected networks of space and time. With projects that expand the traditional experience of a single, in-person visit to a gallery, the Portland Art Museum can become more than a building or a collection of objects. The Portland Art Museum can become a part of someone’s learned experience and their lives.
#captureParklandia is still afoot. We have been gathering social media analytics and in-gallery observations, which have all been pointing to the success of this project via the digital engagement (high levels of participation in the hashtag as well as enormous outreach via social media) as well as the analog ways in which people can interact (with a large mural-sized in-gallery map of 200+ Portland parks, as well as through the trading cards that visitors can take with them). So far it has been AMAZING, but is it still a little too safe? Social media is busy, multifaceted, and opinionated. The Portland Art Museum’s in-gallery presentation is very streamline and curated at a certain level.
“Museums are empowering their visitors with new digital experiments that allow common voices to be heard in the same space as curators.… The empowerment is bracketed within a deeply hierarchical space where the museum retains final authority over curation, installation, didactics, acquisitions of works, and more.” (Bautista 229).
Does this actually matter to our visitors? Is creating a platform enough? Does this keep us at arm’s length from our visitors, continually relegating us to “cool relative” status? Koven Smith of Kinetic Museums gave this some thought. We’d love to hear your thoughts about these issues.
From August to September we are hosting a weekly themed #captureParklandia Instagram contest. Please email firstname.lastname@example.org or email@example.com if you are interested in what happens next. The exhibition The Art of the Louvre’s Tuileries Gardensis on view at the Portland Art Museum through September 21, 2014. If you are not in Portland, check out #captureParklandia online or watch our series of public programs that continue to address the art, history, design, and future thinking around parks, gardens, and green spaces all summer long.
KRISTIN BAYANS: Interpretive Media Specialist at the Portland Art Museum where she produces interpretive media learning experiences — mobile, web, and in-gallery — for the Object Stories project, special exhibitions, and the Museum’s permanent collection; and curates exhibitions for the Object Stories gallery. Most recently, she served as Senior Educator for the Vernier Technology Lab for the Oregon Museum of Science and Industry and as an Assistant Educator for the Smithsonian’s Mobile Learning Institute. She holds an M.A. in Museum Studies from The George Washington University and an M.A. in Art History from the Courtauld Institute of Art. Outside of work she chases her dog Felix around the park, sketches, “sings” karaoke, and plays board games. Kristin’s postings on this site are her own and do not necessarily represent the Portland Art Museum’s positions, strategies, or opinions.
JUSTIN MEYER: PhD candidate in Urban Planning at the University of Michigan, conducting research on the relationships between art museums, communities, and cities. Justin recently completed a certificate in Museum Studies at the University of Michigan, as well as a Masters Degree in Urban Planning as a Wallenberg Scholar. He also holds degrees in engineering and environmental design from Stanford University and the University of Cambridge, respectively. During the spring and summer 2014, Justin worked as a graduate student intern with the Education department at the Portland Art Museum. In his spare time, he freelances as a professional singer in the Portland area and volunteers at the Oregon Humane Society. Justin’s postings on this site are his own and do not necessarily represent the Portland Art Museum’s positions, strategies, or opinions.
Have you ever had a transformative experience with a work of art?
I’m collecting as many stories as possible about the experiences people have had with artworks. Please share your story (anonymously if you like) at this Google Form.
Want to know more about this project?
Over the past year, I’ve started to think more and more about what the relationship is between objects, contextual/historical interpretation, and our human experiences with them. This interest began after I myself had a transformative experience with a work of art that greatly changed how I think: Agnes Martin’s Untitled #10 at the Milwaukee Art Museum. In a teen program discussion, one of my students helped me see the connections between Martin’s work and meditation practice. As I continued to look at the piece on my own and reflect on our group comments, I began to recognize that being with Martin’s painting was when I started to become more comfortable living in ambiguity — a transformative personal and professional turning point.
More broadly, from my teaching practice, I have noticed that our collective understanding of art objects is greatly enriched when we consider both art historical/contextual information and our own personal reactions and interactions with objects. We bring our own background when we look at and interpret art objects (whether we’re alone or in groups)–and I’m interested in how those experiences help us better understand the objects themselves, as well as how these objects can help us create meaning within our own lives.
Although I could not attend the NAEA Gallery Teaching Marathon this spring, I had hoped to explore the topic of transformative experiences with art objects with the Marathon group. The survey above and this very blog post is my digital attempt at exploring this topic with a wider group. I hope you will share your stories with me, and as I collect them, I hope to better understand and share what it means to bring objects, people, and information together. I’m not yet sure what we’ll find — perhaps there will be patterns, perhaps not — but I am sure that looking at these stories as a whole will get us started on considering these questions.
So, I hope you will join in this experiment with me and share your own story! Please feel free to share the survey with as many folks as you like — the more stories, backgrounds, and people, the better.