Impact of Web 2.0 technologies on cultural communication
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The arrival of the new technologies derived from what is known as Web 2.0 (blogs, content syndication, podcast downloading of sound files, the creation of social networks, etc) is transforming our cultural consumption habits: we read all kinds of digital media, we browse and recommend books in virtual bookshops, we visit exhibitions on a virtual basis, all sorts of works are created in wikis, blogs, etc.
The social networks have generated a high degree of interconnectivity among citizens, allowing them to exchange all kinds of texts, sound and viewing files, links and images in order to share their interests and affinities with their community of friends and relatives, professional contacts, etc.. Cultural entities must bear in mind that these technological innovations are naturally incorporated on an immediate basis by the new generations, not only as channels for communication, but also for building communities with the same cultural interests and affinities.
As well as the traditional generation gap, we must now also add the existence of a new digital gap between professionals in the cultural sector. The majority do not feel comfortable with the incorporation of tools like blogs, wikis, social networks, podcasts, discussion groups, etc. in their cultural promotion plans. There is certainly an initial hesitation, a fear that I consider to be human and understandable. Until now, cultural entities have worked with a communication and marketing model that works and they prefer to stick to it. However, this model is losing effectiveness and a new way of learning about and recommending exhibitions, visiting museums and art galleries, buying books and staying up to date on the cultural offering has arrived.
The reasons for this initial “rejection” are due to a combination of personal and professional motives. The digital experience of many cultural managers is limited to using e-mail and browsing the Web on an occasional basis. Many professionals in the sector do not have the training that is needed to correctly understand the advantages offered by the new Web 2.0 technologies in cultural promotion. Most importantly of all, many of them do not dare to try out these tools because they don't know where to start and how to assess their efficacy.