What if?
I was having a conversation with a friend recently about the possibilities that come with new technology. I have past experience in the museum world and thought I might return to it post-graduate school in order to use the internet to build interactive exhibitions. I understand that a museum’s chief aim is to get visitors in the door to explore the collections, but, I strongly believe that by creating online cultural attractions, museums (and other cultural institutions) may offer their educational wares, as it were, to the public both in the institution and for those who cannot come through the doors. I think, eventually, this will catch on, but for the time being, the uptake seems to be slower than I would have thought. The conversation progressed to businesses and brands beyond the museum world and their ability to move as quickly as the technology allows. Most have moved quickly into the interactive, using it to gain a new digital audience through viral marketing, re-branding techniques and the creation of communities. Some are hesitant, relying on tried and true ways to maintain. In the past, major brands have failed to see the future and have paid for it. Could Sports Illustrated have been ESPN? Rolling Stone have been MTV? These were highly circulated and well-respected magazine publications that missed the boat on television. All of these now have extensive and impressive websites, but what about those that have yet to make a solid transition to web? We are in the midst of another time of major technological shift and it is time companies examine the possibilities before they may be left behind, comfortable.