Il valore della cultura. Uno sguardo su musei, collezioni e territori italiani nell'era digitale

Translated title of the contribution: [Autom. eng. transl.] The value of culture. A look at Italian museums, collections and territories in the digital age

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[Autom. eng. transl.] For some years, museum systems and spaces for exhibitions of artistic products, especially in their relationship with the territory, have been the subject of growing interest, both by the bodies responsible for their regulation and by academic studies. The advent of digital, in particular, has meant a rethinking of internal organization logics (for example with respect to updating professional profiles), of the approach to stored materials (with the gradual digitization of the archival heritage) and, in particular in the last years, of the relationship with its public. This discourse is part of a broader reflection, begun in Europe around 2006, with respect to the economic value of the creative and cultural sector. A reflection that starts from a rich debate with respect to the characteristics of the activities that can fall within the category of Cultural and Creative Industries. Within this framework, museum realities and exhibition spaces play an important role. The real challenge today concerns not so much, or not only, the quality of the collections and materials exhibited, on which Italy certainly boasts a world record, as much as the relationship with the public. The contemporary user feels the need to be at the center of the cultural offer, asks to be able to approach it through storytelling paths capable of creating interaction, feels the need to make it his own, according to personal and alternative paths. The tools of digital communication represent, in this sense, both a challenge and an opportunity for the museums and the art exhibition spaces. The question should not be reduced to the mere quantitative data - that is to say how much museums and exhibition spaces of cultural heritage are present in the web communication channels - but accompanied by a reflection with respect to the quality of this presence. What kind of communication do Italian museums and spaces dedicated to art implement? What forms of relationship do they establish with the public? What tools do they use and in what form to reach new audiences? And finally, what degree of interactivity allow the users and what kind of cultural "hunger" instill? What dynamics regulate these phenomena? What faces can they take? In view of what ends? Part of these questions and reflections the present project, which brings together a group of studies carried out by graduate students in Communication for business, media and complex organizations at the Catholic University of the Sacred Heart. Despite the diversity of the individual interventions, the essays proposed here are characterized by the same structure: a theoretical framework with respect to the field of interest, the enunciation of a methodology that prefers empirical investigation and the analysis of some case studies representative of the 'Italy. The aim that unites all the works is to analyze some national cases of cultural and creative industries in relation to the relationship they weave with the real and potential public, with digital communication and the reference territory.
Translated title of the contribution[Autom. eng. transl.] The value of culture. A look at Italian museums, collections and territories in the digital age
Original languageItalian
Number of pages111
ISBN (Print)978-88-9335-501-8
Publication statusPublished - 2019


  • Audience engagment
  • Digital communication


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