A survey of US art organisations reveals how technology such as social media, the internet and mobile connectivity positively and negatively impacts their operations.
The
Pew Internet survey questioned 1,244 organisations that had received funding from the National Endowment for the Arts (NEA) between 2007-2011.
The survey found most organisations agreed digital technologies had increased engagement, made art a more participatory experience and established more diverse audiences.
Many noted social media and the internet provided cost-effective ways to market events and attractions and reach new patrons.
One respondent commented: “The internet makes it possible for our organisation to market ourselves more effectively through online advertising, blog presences, and social media exchanges. We have been able to decrease our budgets and increase revenue by utilising online resources effectively.”
Concerns about technology’s impact included audiences’ reduced interest in real objects or performances over digital alternatives, and an expectation all digital content should be free.
A number of organisations were concerned there was a demise of trusted critics, due to pressure on media from the digital transition, and as a result audiences had less information for gauging the quality of art offerings.
