CloudGuide's Blog

Mobile Platforms as an Essential Communication tool for Culture

BY Azucena Lozano
CloudGuide

The rise of mobile platforms, and mobile applications in particular, has been spectacular. They have grown significantly in all sectors, but it is especially in cultural fields where the impact has been most inspiring. Not only from the point of view of innovation in communication, but also as a potential in terms of concepts such as seeing it as an advanced means of education.

But what does an app offer us when we download it onto our smartphones even before entering the exhibition? We can reduce the inputs to two ideas that seem obvious but that open up infinite possibilities as to foster experiences in the museum, and at the same time, provide an open access to an audience that can really have fun when consuming culture. One of them is based on increasing the physical experience and the other is to bring the exhibit out, in the street, to embed it in physical space. Aren't both inspiring to institutions whose primary purpose is to spread and communicate Culture? 

There are studies that analyze the return on investment generated by such social communication, that is, the participation of communities in social networks, with very interesting results. Following this idea, we can establish that it is neccesary that cultural organizations, and museums in particular, bet on these tools based on Web 2.0 as part of their communication strategy, beyond marketing. The mobile museum is part of how to educate art in the future, so it will be useful that smartphones, so tightly integrated in our daily life, be used as an additional element of support for traditional museology. Rather than seeing it as an enemy we need to keep it under tight control (especially in those centers where taking pictures is forbidden). The mobile must be understood as the key that allows the user to customize and personalize your experience when visiting a cultural space.

There is no doubt that the Internet is already one of the most used channels, perhaps even the most important one, to adapt to personal data, likes and dislikes, of potential visitors when planning a visit to a museum, foundation and / or cultural center. And this evidence is really something that will make us consider a long-term perspective where our responsibility as cultural promoters is to make cultural democratization more than a well-meant strategy slogan.



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