Integrated media strategies in modern museum: forms of communication with the audience

<p class="p1"><span class="s1">This paper describes the experience of modern museums to expand the audience using digital media. The basis of the theory of this graduation paper were some works by Henry Jenkins, who generated the concept of &laquo;convergence culture&raquo; and reflect global changes in relations between media-producer and media consumers. Henry Jenkins&#39; work helped to identify some factors which change media sphere, where are modern museums exist.</span></p><p class="p1"><span class="s1">In this undergraduate thesis regarded the understanding of modern museum. The object of this research is cross-media in modern museum. The subject this research is the role of digital media in the process of expanding the museum audience.</span></p><p class="p2">In this research the classification multimedia tools used in modern museums were indentified. After was taken a look of specific examples of some technology solutions for the cultural sector, realized in modern museums around the world.</p><p class="p1"><span class="s1">During the investigation a number of conclusions were made:</span></p><ul><li class="p1"><span class="s1">museums physically can&rsquo;t dramatically increase the number of physical visitors;</span></li><li class="p1"><span class="s1">the Internet audience is increasing every year. Thus the potential online-audience of&nbsp; museum is almost 3 milliard people ;</span></li><li class="p1"><span class="s1">number of museum site visitors in museums who built a medium-term strategy of development in the Internet a few years ago, today is several times the amount of physical visitors;</span></li><li class="p1"><span class="s1">museums around the world share their collections in the Internet. They focus on online-visitors&nbsp; primarily and personal touch;</span></li><li class="p1"><span class="s1">there is a tendency for art museums to make their own mobile app. This process is correlate with the growing share of people who use smartphones for Internet access;</span></li><li class="p1"><span class="s1">social networks has become part of the culture of modern society. Museums are using Twitter, Facebook, Instagram and geolocation services to build a dialogue with&nbsp; their audience;</span></li><li class="p1"><span class="s1">the most successful world museums encourage the creation and distribution of user-generated content;</span></li><li class="p1"><span class="s1">using a virtual tour people who can&rsquo;t go to museum building can &laquo;walk&raquo; through the halls and galleries of museum.</span></li></ul><p class="p1"><span class="s1">These conclusions are allowed to claim that media-landscape and increasing role of the information in society have created an environment where digital media has become a new tool for the expansion of the museum audience.</span></p><p class="p1"><span class="s1">Based on the experience gained during this research, the basic principles of the development media-strategy for Pushkin museum of Fine Art were determined.</span></p>