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Ministry of Culture, Sports and Tourism. Asia Culture Center

2019 ACC Roundtable

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2019-07-06

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2019 ACC Roundtable <Digital Complexity>


The 3rd Roundtable discussion on “Digital Complexity” has been hosted by Asia Culture Center, on June, 28th 2019 in Special Reading Room (B4), ACC Archive andResearch.  More than 120 participants(audiences) related to different professions have participated in the discussion.  Most of the participants came from different sides of South Korea while some of them came from different part of the world as well.  Five panal members from the the reputable museum of the world have shared their view and innovative ideas with the participants.

This Roundtable is the continuing series of the Roundtable discussions. The first roundtable was held on 28th October 2017 on the theme of “Today’s Art Organizations and Social Media” where world’s five leading museums including 1) the Solomon R. Guggenheim Museum, 2) The Brooklyn Museum, 3) Centre Pompidou, 4) Asia Art Archive, and 5) M Woods Museum have participated.

The second roundtable was held on October 13th, 2018 at the Conference Hall-ACC, with the title of “The Social Media Chronicle of ArtOrganizations in the Digital Era”, where 3 museums including 1) LouvreAbu Dhabi, 2) Museum of Contemporary Arts, Taipei and 3) National Museum of Modern and Contemporary Art, Korea, have shared their experiences.


In the recent 3rdRoundtable; five representatives from world’s leading museum including 1) MuseumNext,2) Van Gogh Museum, 3) The Jewish Museum, 4) Brooklyn Museum, and 5) NationalMuseum of Korea have participated in the 3rd Roundtable.

Mr. Lee Jin-Sik, the director of the Asia Culture Center, welcomed to all participants and the speakers. He shared by his speech that we are promoting the Asian culture and the Asia Culture Center is the hub for this purpose. We want to create a better world through culture and art.  This roundtable is very important for all of us as we want to collect different thoughts and ideas for advancement. ACC respects human values; we need human improvement. He ended his speech and said its honor to meet you all and hopeful for the betterment.

There were five speakers, who shared their valuable and innovative experience and acting cases with the audience.




▲ Lee Jin-Sik, the director of the Asia Culture Center / Welcome address



Diverse and passionate audiences!



  Jim RichardsonCEO/Founder of the MuseumNext, shared the unique experience of their Museum that they have the robotic facility and for extending reality they have virtual reality technology. He shared that Through the Virtual reality,  a visually impaired person can visit by touching the object, and they can visualize the objects.  He shared 4 trends of the future of the digital museum: Bio-tracking, Human, Extended Reality, andPremium Status. 


 Fransje Pansters(Frenchie) -Web Manager/Digital Communication, Van Gogh Museum. It is a thelargest collection of the paintings by Van Gogh in the world.  She shared that more than 2 million people have visited the museum. Who cannot come to the museum physically they can visit by the website of the museum. She added that Van Gogh was a famous Dutch painter and writer. Recently the museum has celebrated his anniversary of birthday on the occasion we published stories which were not published before. Stories are telling to the visitors as they can relate. She shared that we have developed a page and an app for answers the questions related to the museum, this initiative has brought a positive change and filled a gap of communication with the audiences.


 Jia Jia Fei-Director of Digital, The Jewish Museum shared about how to use social media especially Instagram for the museum. Further, she added that data is the oil for the 21stcentury. She described the role of Director of digital in the museum especially.

As technology is a very new concept which we have to connect with museums, so a new strategy we have to create for the museum. World population is using social media, there are billions of users of social media especially in India and China. Online shared content has value, most people are watching videos on Facebook rather than youtube. There is a need to change the way of advertising. Previously was a theTraditional method of advertising,  you don"t have control to set audiences. but now you can set location, audiences, like-minded people or age groups, so you can target easily. People are watching videos on Facebook instead of YouTube. She also gave an example of Fake food museum. 



 Sara Devine- Director of Visitor Experience & Engagement, Brooklyn Museum. She shared that first, we have set our audience who are going to get benefited. She shared three characteristic:1 audience-centered, 2 Data-driven, and 3 Responsive. These three could be known when we do conversations with people. For example; we have developed an app for a conversation with people where people can get answers to their questions. By the conversation, we can know about the recommendations that what people want to get.


Eunjung Chang-Curator, Museum Digitalization, and General Management Division, National Museum of Korea. She shared about virtual exhibitions and 3D technology for museums.

We have two types of exhibitions-permanent exhibitions and special exhibitions if any exhibition has closed but it could be accessible by virtually. Still, we are working at how it can be more accessible. We want to acquire more experience, we believe a new experience can connect people. We have children museum inside where devices are there they can see by their self, what they want to see. through this initiative, we got positive responses from kids as they watched virtual.

 Some people love the traditional way of visiting the museum so they can visit as well. We have a robotic facility which is useful, as many people attracted by the robot. It can give answers to visitors in multiple languages. When we analyze it was receiving question more than 400 per day. She says, "people come to the museum, not only for getting information, but they want to spend quality time with their family for enjoyment purposes so we have to think about them as well".  Furthermore; she mentioned that this the first "E-Museum" of South Korea is developed by us. 



Jiyoung Lee- Social Media Manager of ACC/Organizer of ACC Roundtable program, shared about how can we use Social media for culture promotion. She discussed the previous round table"s glimpses through her speech, she shared that in the last round table we have discussed the social media strategy. Which one was really useful. She paid thanks to all speaker and audiences for coming and presenting valuable presentations.





In the last, Questions and answer session was held, where the audience questioned about more clarification and further information.

 


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Key messages from Panel members:

“ACC has amazing content but there is a need to promote their products. They can develop Banners on screen, their content is really good, so develop campaigns about each element that what’s happening in ACC. Do campaign through promotional movement. Publicity will surely get results”. Jim Richardson CEO/Founder of the MuseumNext


“What is your audience? who are they? what they are seeking? so set the audience who are paying attention to websites and social media, then collect the information that what people want to see and ask for recommendations. Share relevant stories that people can relate to them." Sara Devine- Director of visitor experience & Engagement, Brooklyn Museum


Audience Comments on this conference:

“I often visit ACC, in this conference, I have learned about the role of the museum on technology. I am a bit skeptical about the use of technology because technology is still weak. I think the last speaker (Eunjung Chang) has highlighted more effectively about technology and it"s important”.  Kim Hong Sik- the Internet shopping mall.

This was a new concept to me. The speeches were interesting. here I know many things about what others are using technology for their institutions and they are focused on the audience. in the meantime, Korea is using for an educational tool only."Park Jeong – Cheongju Craft Biennale.



Written by.  Shah Nawaz Shan,12th ACC Reporter
Designed by. Hyn Ah Park, 12th ACC Reporter






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