{"id":301931,"date":"2025-06-06T15:45:16","date_gmt":"2025-06-06T13:45:16","guid":{"rendered":"https:\/\/amuseapp.art\/breaching-museum-conservatism-from-within\/"},"modified":"2025-06-06T15:45:20","modified_gmt":"2025-06-06T13:45:20","slug":"breaching-museum-conservatism-from-within","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/breaching-museum-conservatism-from-within\/","title":{"rendered":"Breaching museum conservatism from within."},"content":{"rendered":"\n<p><i>WARNING. This article is long, but   <\/i><em style=\"font-style: italic;\">if you are a Director, a public administrator, or a professional in the world of culture<\/em>, <em>I ask you to take the time to look into it<\/em>.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center\"><em>\u201cWhat will the museum of the future look like?\u201d<\/em><\/p>\n\n<p class=\"has-text-align-center\"><em>\u201cHow to enable people to approach culture in a smarter way?\u201d<\/em><\/p>\n\n<p>We had started with these thoughts in 2015, when with my partner we developed a solution for <em>visiting museums 24\/7<\/em>.  <\/p>\n\n<p>Not only did we want to ensure<em>learning before, during and after the visit<\/em>, but we aimed to improve a number of processes in the <em>relationship with the visitor<\/em>.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">The 24\/7 Museum<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n<p>Our project was conceived as follows:<\/p>\n\n<ul class=\"wp-block-list\"><li>through downloading an app, one could <em>purchase an entrance ticket<\/em>, paying directly with a credit card;  <\/li><li>using a Bluetooth connection, the smartphone provided for opening the front door. A facial-recognition camera circuit ensured that accesses were carried out properly;   <\/li><li>the information needed to move around the museum was provided through beacon technology that allowed <em>the visitor to be geolocated<\/em> within the building so that the digital device could provide him or her with both practical information and content related to the works on display;<\/li><li>the system built would then be an inexhaustible source of information for museums that would <em>collect data on visitor behavior<\/em>, time spent in different sections of the museum, and identify points of greatest interest;<\/li><li>thanks to the <em>digitization of works and content<\/em>, it would have been possible to create databases that could be easily consulted and shared by professionals and enthusiasts alike.<\/li><\/ul>\n\n<p>We presented it in May 2016 at <strong>Veneto Cantiere Cultura<\/strong>, the network designed to support the development of the territory and increasingly enhance the impact of culture on society and economies.<\/p>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"2518\" height=\"1094\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12.png\" alt=\"\" class=\"wp-image-7057\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12.png 2518w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12-300x130.png 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12-1024x445.png 1024w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12-768x334.png 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12-1536x667.png 1536w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Schermata-2020-06-02-alle-11.41.12-2048x890.png 2048w\" sizes=\"(max-width: 2518px) 100vw, 2518px\" \/><\/figure><\/div>\n\n<p><em>(If you want to review the speech go <a href=\"http:\/\/facebook.com\/micheledaroldpubblica\/videos\/630041797725755\/\">HERE<\/a>).<\/em><\/p>\n\n<p>Unfortunately, despite all our good intentions and the compliments we received, the barriers in front of us forced a radical downsizing of our ambitions.<\/p>\n<blockquote>\n<h3 class=\"rich-text block-editor-rich-text__editable has-text-align-center\" role=\"textbox\" contenteditable=\"true\" aria-multiline=\"true\" aria-label=\"Scrivi titolo\u2026\"><em data-rich-text-format-boundary=\"true\">Were we too dreamy\/visionary or was the world of culture still terribly backward?<\/em><\/h3>\n<\/blockquote>\n<blockquote>\n<h3 class=\"rich-text block-editor-rich-text__editable has-text-align-center\" role=\"textbox\" contenteditable=\"true\" aria-multiline=\"true\" aria-label=\"Scrivi titolo\u2026\"><em>How many of those ideas could have helped save museums at this time in history?<\/em><\/h3>\n<\/blockquote>\n\n<p><\/p>\n\n<p>As fate would have it, in the same days of negativity in rethinking the biggest <em>\u201cwhat if\u201d<\/em> of our lives, <strong>Giovanni D&#8217;Uva<\/strong>, the daddy of the audio guide, was turning 80. <br\/>And in reading his words in an interview with <em>Corriere Innovazione<\/em>, I found a subtle thread &#8230;<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">\u201cThe museums didn&#8217;t want them.\u201d<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>It is 1959.  <\/p>\n\n<p>The then 19-year-old John had the idea of using a magnetic tape, futuristic technology for the times, to bring art closer to people.  <\/p>\n\n<p>Thus was born the first rudimentary audio guide in Milan Cathedral, something truly revolutionary.<\/p>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/IfvMG6_C8jH1M1_seyNV9ViuYCG0o1GGuKhIiTkrlWhCxAAHC6ovQ57ThBPNuiRVUcZXcj0dOWc03yS3mbP4AkqqHYlL2nsBOAZipg_zPzSUQCnSLr63llBxF4vmYRGzocOavC6-\" alt=\"\" width=\"580\" height=\"580\"\/><\/figure><\/div>\n\n<p>In the interview passages, one can dwell on a passage when asked <em>\u201cHave you encountered many obstacles?\u201d<\/em> he replied:<\/p>\n<blockquote>\n<h3 class=\"rich-text block-editor-rich-text__editable has-text-align-center\" role=\"textbox\" contenteditable=\"true\" aria-multiline=\"true\" aria-label=\"Scrivi titolo\u2026\"><em data-rich-text-format-boundary=\"true\">&#8220;Especially in museums. [&#8230;] There was a lot of conservatism, resistance to getting \u201cmodern things\u201d into museums.<\/em><\/h3>\n<\/blockquote>\n\n<p>And what was one afraid of?<\/p>\n<blockquote>\n<h3 class=\"rich-text block-editor-rich-text__editable has-text-align-center\" role=\"textbox\" contenteditable=\"true\" aria-multiline=\"true\" aria-label=\"Scrivi titolo\u2026\"><em data-rich-text-format-boundary=\"true\">\u201cPerhaps to violate what was seen as a spiritual temple, to vulgarize a knowledge reserved for a very few.\u201d<\/em><\/h3>\n<\/blockquote>\n\n<p>That <em>conservatism<\/em>, though present in a different form than then, has never died and underlies the museum&#8217;s fear of change today.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">Between visionaries and conservatives<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>In order to fully understand the concept of conservatism we are talking about, however, we must go back to the early 1960s.<\/p>\n\n<p>Sociologist <strong>Everett Rogers<\/strong>, within his book <em>\u201cDiffusion<\/em> <em>of<\/em> <em>Innovations<\/em>,\u201d makes known in 1962 the <em>\u201cdiffusion of innovations model.\u201d<\/em><\/p>\n\n<p>The theory in question, recently taken up by Frank Merenda, a well-known Italian popularizer, describes how innovation, understood as any idea, practice or object perceived as new, spreads within society and among members of a social system.<\/p>\n\n<p>Rogers identifies five categories of people according to their timing of purchase and adoption of new products brought to market:<\/p>\n\n<ul class=\"wp-block-list\"><li>the innovators;<\/li><li>early adopters (the visionaries);<\/li><li>the early majority (the pragmatists);<\/li><li>the late majority (those we can call conservative);<\/li><li>latecomers or skeptics.<\/li><\/ul>\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"640\" height=\"489\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Curva-di-rogers-chasm-di-moore.png\" alt=\"\" class=\"wp-image-7089\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Curva-di-rogers-chasm-di-moore.png 640w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/Curva-di-rogers-chasm-di-moore-300x229.png 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/div>\n\n<p>In 1991 <strong>Geoffrey A. Moore<\/strong> <em>,<\/em> in his book <em>&#8220;Crossing the Chasm,&#8221;<\/em> takes up Rogers&#8217; theory and points out that between the first two categories (innovators and visionaries) and the remaining three, there is a jump, the so-called <em>&#8220;The Chasm,&#8221;<\/em> which clearly separates the thinking and acting of those who are always one step ahead from those who, on the other hand, are part of the majority who are slow to move and react.<\/p>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p>To the first two categories belong those who never stop acquiring notions, methods, procedures, ways of reasoning.<\/p>\n<\/div><\/div>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p>To the last three, however, those who \u201cfollow\u201d and <a href=\"https:\/\/www.amuseapp.art\/do-you-want-to-save-your-museum-you-have-to-become-something-else\/\">do NOT look outside their traditional modus operandi<\/a>.  <\/p>\n<\/div><\/div>\n\n<p>A chasm, between these two approaches, that is getting wider and wider and that forces you to stay constantly updated so as not to miss the evolutionary train.  <\/p>\n\n<p>And that&#8217;s why with my team we thought of creating<strong> specific training<\/strong> for directors, public administrators and cultural players.<\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\">The Italian Museum Summit: three days (free) to rethink the future of your institution<\/h2>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>In addition to inflicting irreparable economic damage, the coronavirus exposed the most fragile aspects of the foundation on which the museum system stood.  <\/p>\n\n<p>What is following is an unprecedented <strong>crisis of culture<\/strong>.<\/p>\n\n<p>Yet an opportunity opens before us: to rethink the museum with patterns other than the traditional ones.  <\/p>\n\n<p>And the <strong>Italian Museum Summit<\/strong> was created for this purpose.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/evento-summit-1024x536.png\" alt=\"\" class=\"wp-image-7221\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/evento-summit-1024x536.png 1024w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/evento-summit-300x157.png 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/evento-summit-768x402.png 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/06\/evento-summit.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p>It will be a course, lasting three days, consisting of three parts:<\/p>\n\n<ul class=\"wp-block-list\"><li>management;<\/li><li>operational marketing;<\/li><li>innovation.  <\/li><\/ul>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<blockquote>\n<h3 style=\"text-align: center;\">These are the three fundamental gears dar turn properly to revitalize your institution and give it a future.<\/h3>\n<\/blockquote>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>What we will do over the three days is to bring together for the first time <em>more than 20 experts in specific fields<\/em>, also from different worlds, from whom you can learn tricks and secrets that you can also put into practice in your museum.  <\/p>\n\n<p>And the absolute best thing is that these 3 days will be completely free.<\/p>\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/summitmuseoitaliano.it\/\">SIGN UP FOR FREE NOW<\/a><\/div>\n<\/div>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p>What are you waiting for? Step into history and participate in what will likely be the largest online museum industry event in Italy.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>WARNING. This article is long, but if you are a Director, a public administrator, or a professional in the world of culture, I ask you to take the time to look into it. \u201cWhat will the museum of the future look like?\u201d \u201cHow to enable people to approach culture in a smarter way?\u201d We had [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7056,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[119,127],"tags":[],"class_list":["post-301931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-model-en","category-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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