Thesis Critique
I presented my thesis to my academic panel yesterday. I am relieved that it is over and that my critique went well. I would like to share with you the conclusions that I have drawn so far from studying MoMA, the Brooklyn Museum (BM), and the Mattress Factory’s (MF) social media efforts.
Experimentation is crucial in this new media environment. The three museums in my study are excellent examples of institutions that constantly search for new ways to connect with their audiences. In contrast to MoMA, the Brooklyn Museum has been more experimental in using social media to create highly participatory visitor experiences, like its BklynMuse mobile initiative. You can read more about this project on a previous post, Tag You’re It!
The museum’s mission must be the cornerstone of its social media strategy. MoMA, the BM and the MF’s digital media leaders always consider the mission of their organization before embarking on a new social media project. This is especially important for museums, as they play a much broader role in the communities they serve.
Social media provide the opportunity to listen to audiences and gain instantaneous feedback from which future efforts are guided. For example, a year after launching 1stfans the BM surveyed its members to learn about their experience with the program. The museum discovered that 1stfans felt that communication could be improved, as members expressed that they would like regular updates when a new artist joins the “Twitter Art Feed”. As a result, the museum has changed its communication efforts. I joined 1stfans a few months ago, and have been receiving monthly updates notifying me about meetups and new artists on the feed.
Social media tools are building awareness and offering a platform to create participatory experiences. One example that illustrates this point is the MF’s iConfess project, which invites visitors to enter its “confessional” booth and record a video in response to the following question, “What does the Mattress Factory mean to you?” Visitors can publish their video to the MF’s YouTube channel, which allows them to share their experience with friends and other online users. This is a great example of how a museum can engage its visitors and create an opportunity for them to voice their opinions. You can click on this link to view my iConfess video that I recorded while visiting the museum.
Social media provide means to build connections with audiences. MoMA does a great job at managing its Facebook and Twitter accounts providing participants with rich content and engaging in one-on-one conversations with fans and followers.
Now that I have completed my thesis defense, I just need to finish my paper and I will be done grad school!
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