View
9.044
Download
1
Tags:
Embed Size (px)
DESCRIPTION
A presentation by Mary Madden at the Chicago Wallace Audience Engagement Network. As arts organizations consider expanding their presence online and connecting with audiences on their own terms, they often need data to make tough decisions about how to spend limited budgets and human resources on developing new media strategies. 4/22/08
Citation preview
The Internet & the Arts:How new technology affects old aesthetics
4.22.08Mary MaddenPew Internet & American Life Project
Presented to: Chicago Wallace Audience Engagement Network
April 22, 2008 2The Internet & the Arts
Who we are…
April 22, 2008 3The Internet & the Arts
Where we live…
April 22, 2008 4The Internet & the Arts
Watching the online audience grow
0%
10%
20%
30%
40%
50%
60%
70%
80%
•75% of adults in the U.S. use the internetup from 46% in 2000
• 93% of teens ages 12-17 use the internetup from 73% in 2000
April 22, 2008 5The Internet & the Arts
Older adults still less likely to be online
37
72
85
92
65+
50-64
30-49
18-29
Online Not Online
October-December 2007
April 22, 2008 6The Internet & the Arts
Education still matters, too…
October-December 2007
93
84
67
38
College Grad
Some College
HS Grad
Less than HS
Online Not Online
April 22, 2008 7The Internet & the Arts
Then and Now…
2000
5% with broadband at home
50% owned a cell phone
=slow and stationary connections
2008
55% with broadband at home
80% own a cell phone
=fast and mobile connections
April 22, 2008 8The Internet & the Arts
Mobile access goes mainstream
62% of Americans have some experience with “on the go” access to digital data and
information
April 22, 2008 9The Internet & the Arts
Does technology improve our lives?
Attitudes about information technology
How much, if at all, have communication and information devices improved …
“A lot” or “Somewhat”
Your ability to keep in touch with friends and family 81%
Your ability to learn new things79
Your ability to do your job59
The way you pursue your hobbies or interests55
Your ability to share your ideas and creations with others55
Your ability to work with others in your community or in groups you belong to 55
Source: Pew Internet & American Life Project April 2006 Survey. N=3,355 for internet and cell phone users. Margin of error is ±2%.
April 22, 2008 10The Internet & the Arts
What’s the big deal with Web 2.0?
April 22, 2008 11The Internet & the Arts
How many of us are participating?
User-generated content creation activities:
% - Adult Internet Users
Share something online that you created yourself, such as your own artwork, photos, stories, or videos 19
Post comments to an online news group or website 18
Create or work on your own webpage 12
Create or work on webpages or blogs for others 11
Take material you find online – like songs, text, or images and
remix them into your own artistic creation
9
Create or work on your own online journal or blog 8
Those who have done at least one: 37
April 22, 2008 12The Internet & the Arts
Content Creation: Age tells a different story
0
10
20
30
40
50
60
70
80
90
Ages 12-17
Ages 18-29
Ages 30-38
Ages 39-48
Ages 49-60
Ages 61-69
Ages 70+
Per
cent
age
Internet users Total population
April 22, 2008 13The Internet & the Arts
Youth of today, arts audiences of tomorrow
April 22, 2008 14The Internet & the Arts
Today’s Teen – Born 1990
Personal computers are 15 years old
Tim Berners-Lee writes World Wide Web program
April 22, 2008 15The Internet & the Arts
Today’s Teen – First Grade 1996
Palm Pilot goes onthe market
April 22, 2008 16The Internet & the Arts
Today’s Teen – Fourth Grade 1999
Sean Fanning creates Napster
April 22, 2008 17The Internet & the Arts
Today’s Teen – Starts Middle School 2001
Wikipedia comes online…
April 22, 2008 18The Internet & the Arts
Today’s Teen – Middle School
iPods storm the market…
April 22, 2008 19The Internet & the Arts
Today’s Teen – Middle School 2003
Skype - 2003
April 22, 2008 20The Internet & the Arts
Today’s Teen – Starts High School 2004
Podcasts – 2004
April 22, 2008 21The Internet & the Arts
Today’s Teen – Sophomore Year 2005
YouTube – 2005
April 22, 2008 22The Internet & the Arts
Today’s Teen – Junior Year 2006
The Year of MySpace:
• More than 200 million accounts created
• Third most popular site in the U.S.
• 55% of online teens use social networking sites
• 48% of social networking teens use the sites every day
April 22, 2008 23The Internet & the Arts
Profiles: Switchboards for social life
April 22, 2008 24The Internet & the Arts
Lesson #1: Get Creative
– Teens have embraced Web 2.0—blogging, remixing and sharing their creations without fear.
– We give teens the time to play and make mistakes, and adults need this time, too.
• 64% of online teens are content creators
April 22, 2008 25The Internet & the Arts
Lesson #2: Start Conversations
• Most teens receive feedback on the material they post, and most give feedback to others.
• Web 2.0 tools offer arts organizations the opportunity to solicit feedback and shape conversations about their programs.
Teen content creators solicit feedback
April 22, 2008 26The Internet & the Arts
Lesson #3: Reinforce Relationships
– Rather than replace offline relationships with online ones, social media tools work best when they augment relationships that have other dimensions.
• 91% of social networking teens use the sites to stay in touch with offline friends
April 22, 2008 27The Internet & the Arts
Lesson #4: Cultivate Semi-public Spaces
• Teens curate social spaces where they feel comfortable sharing ideas and expressing themselves.
• Semi-public spaces like social networking groups offer arts organizers a forum to ask questions and share ideas.
Teens are skilled navigators of the semi-public Web
April 22, 2008 28The Internet & the Arts
Sites to watch: Ning
http://www.ning.com
April 22, 2008 29The Internet & the Arts
Sites to watch: The Point
http://www.thepoint.com/
April 22, 2008 30The Internet & the Arts
Sites to watch: Yelp
http://www.yelp.com
April 22, 2008 31The Internet & the Arts
Arts audiences run broad and deep
39% of adults, or roughly 81 million people attended arts events in the 12 months prior to August 2002.
April 22, 2008 32The Internet & the Arts
And artists are all around us!
• 57% of Americans study, practice or otherwise engage in some type of artistic activity themselves.
• Of that group, 28% identify as artists.
Pew Internet & American Life Project, “Artists, Musicians and the Internet”
2004
April 22, 2008 33The Internet & the Arts
Frequent arts attendees <3 digital media
• Frequent arts attendees are more engaged with arts and cultural programming through digital media channels.
• 27% of frequent arts attendees have watched arts and cultural programming on a website, compared with just 16% of the GP.
Research from LaPlaca Cohen, 2007
April 22, 2008 34The Internet & the Arts
Research meets practice: Arts Marketing
April 22, 2008 35The Internet & the Arts
Making the most of Web 2.0: Stagework
April 22, 2008 36The Internet & the Arts
Stagework: “From page to stage…”
April 22, 2008 37The Internet & the Arts
San Francisco Symphony: Keeping Score
April 22, 2008 38The Internet & the Arts
Music & Art: Make your own associations
April 22, 2008 39The Internet & the Arts
Create false scarcity: Artists Den
April 22, 2008 40The Internet & the Arts
Community as content: mnartists.org
April 22, 2008 41The Internet & the Arts
Move beyond your site: Library of Congress
April 22, 2008 42The Internet & the Arts
Regroup and Rethink…
• Audience Participation
• The Life of a Performance
• Who Builds Your Brand
April 22, 2008 43The Internet & the Arts
Take this as you go…
• Listen and learn from your users—even if they’re half your age.
• Look to your peers for ideas, inspiration and practical advice.
• Give your staff time to play!
April 22, 2008 44The Internet & the Arts
Thank you!
Mary Madden
Senior Research Specialist
Pew Internet & American Life Project
1615 L Street NW
Suite 700
Washington, DC 20036
202-419-4500