Global Audiences, Zero Visitors: How to measure the success of museums’ online publishing

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This text (original title: "The Outskirts of the Internet") was originally commissioned for the book Turning Inward, with contributions by John Beeson, Svetlana Boym, Marta Dziewańska, Philipp Ekardt, Felix Ensslin, David Joselit, William Kherbek, John Miller, Reza Negarestani, Matteo Pasquinelli, and Dieter Roelstraete. Edited by Lou Cantor and Clemens Jahn. The text was modified slightly, including the deletion of a section about Rhizome's own activities. Published by Sternberg Press, 2015. Orit Gat is a Contributing Editor at Rhizome.

Jim Campbell, Library. GIF excerpt from documentation video.

Fifty percent of arts organizations in the United States maintain a blog.[1] The Metropolitan Museum of Art calculated that while the museum draws six million visitors in a year, its website attracts 29 million users and its Facebook page reaches 92 million.[2] Of these millions of people interacting with the museum online, only a small percentage would ever walk up the New York museum's famous steps. If the internet has changed the definition of what a museum's audience is, then it also poses the difficult question of how to interact with it. This adds a new dimension to the museum's relationship with its traditional audience: How to extend the relationship with visitors beyond the museum's walls? This twofold task—both to generate a public and sustain existing relationships—has created a new landscape of digital engagement where museums look to their websites, dedicated apps, and online magazines as tools to involve this new online public.

As museums are rethinking their relationship to their audience online, an increasing number chooses to publish online magazines, and many of these publications emerge from institutions that are not necessarily the major museums in art world hubs. The attitudes toward these publishing initiatives vary—some choose to outline the scope of their publishing platforms in the shape of their programming, while others produce magazines that are thematically related to subjects the museum covers but are not directly linked to the art on view. What they all share is a feeling that online publishing expands the museum's audience, making it a potentially global one. The idea that a museum's public is to be found beyond visitorship is full of potential, but publishing online does not automatically overcome geography and create new relationships with international audiences. On the contrary, these institutions are working to generate content in an environment that is arguably already saturated. Digital presence does not automatically make for global reach, and much of the writing produced online by museums is bound to disappear in the vast amount of content on the internet. YouTube famously has more videos on it than anyone could ever watch—in fact, with 100 hours of video uploaded to YouTube every minute, it would take over a thousand years to view the total running time of videos posted on the platform—this, in less than ten years of existence.[3] Alexa—the Amazon-owned service that gives public estimates of website metrics—makes online publishing seem almost futile. According to Alexa's data, the most visited website in the world is, of course, Google, and an average user spends nineteen minutes and nine seconds a day on it. Facebook averages 27:34 minutes and the New York Times 3:57. Visitors spend almost twenty minutes a day on YouTube and less than three on the New Yorker's site. When so much content is offered, and so little of it seems to attract readers, the goal of museums joining the online publishing game should not be to reach the largest audience, but rather, to create platforms that expand research and the production of knowledge that builds on the museum's mission statement and expands it, regardless of how many hits it generates—a difficult leap to make, especially in terms of the way museums represent their activity and receive funding.

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"Cosineve and the Old Internet": Ed Halter in Red Hook, Journal for Curatorial Studies

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Usenet's interface


 

Red Hook is a new online journal that originates at the Center for Curatorial Studies at Bard College, NY. The new journal considers online readership on a number of levels, such as its self-reflexive discussions on what an online journal on curating could be, its consideration of other online platforms, and its relationship to the online image.

In his text for the journal, Ed Halter, visiting faculty at Bard's Electronic Arts Program (and Rhizome contributor) recalls the early days of Usenet, a collection of internet discussion boards, and focuses on alt.cult-movies, an active film discussion board. The essay looks into the character of Cosineve, an unknown writer who appeared on the discussion board, writing reviews under numerous online identities but in a consistent style. Cosineve's texts, about twenty in all, spanning between 1996 and 1999, are faux film reviews, the titles of which all used the word "fish," and—as Halter points out—may have referenced real movies. 

Halter surveys a certain culture of online cult followings before it had permanent homes that "domesticated" these phenomena on dedicated (more or less so) websites:

I was not the only fan of Cosineve's work. Within days of Cosineve's first flurry of posts in October 1996, responses began to appear from other readers. Following up a review of Death Fish, one user asked "Does anyone else think this guy's actually way ahead of his time, and is spouting something that we, as mere mortals, just can't comprehend?" "He's definitely on the Cutting Edge (of something) and should be encouraged to continue," replied another. "He could be the next Tarantino, for all we know." A self-described "recent convert" suggested that "there should be a separate newsgroup for the fans of the fish to ...

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