Or to put another way: Do we need to understand Digital Change in Museums?
I’ve been thinking about digital change a lot lately. Change is very difficult to do, let alone manage, and what happens when you throw digital into the mix? We continuously wonder and marvel at the possibilities digital presents, yet we seem to be constantly separating ‘digital’ out as an individual entity and therefore struggle to make sense of its impact on our lives. And if individuals find it difficult to understand, adapt and accept these digital transformations, how do cultural organisations deal with digital change?
But the more I think about digital change, the more I begin to wonder what on earth is it? Is the term ‘digital change’ a bit of a misnomer? Is it still true are we really struggling to understand digital? Personally I feel like we are at a tipping point, where digital isn’t something separate anymore but is something which is embraced and no-one runs screaming from the building when the term is mentioned.
Today digital touches everyone and everything. It is part of everyday life – communications, retail, entertainment, education, medicine etc. So why when it comes to museums and change is it seen as something separate, and actually quite daunting?
Over the past few weeks there has been the Arts Council and Culture 24 Digital Change: seizing the opportunity online’ event at BALTIC – Centre for Contemporary Art and the Richard Dimbleby Lecture 2015 by Baroness Martha Lane Fox – both discussing the need for change when it comes to understanding technology and the internet.
But what does Digital Change actually mean to cultural organisations? How is it defined? How is it understood? And what is the appropriate response?
It may very well mean one thing to large national cultural institutions – “Digital as a Dimension of everything” from the Tate springs to mind and large ongoing digital transformations at the nationals are prime examples, leading Ross Parry to believe that the cultural sector is at the beginnings of being ‘Post Digital’. But what about the smaller organisations? The museums in the regions? Are they ‘Post Digital’? Do they understand digital change?
One thing the Digital Change conference at the Baltic discussed was the fact that doing digital well is difficult. “It takes skills that cultural organisations often don’t have in-house, it costs money they don’t have and it’s hard to measure if anything is really having an impact.” This doesn’t sound like something that has been accepted and embraced now does it?
But really should we be talking about digital change or just change?
Instead of thinking digital change perhaps we should be thinking about organisational change and how it is managed within museums. Ultimately how we think about and understand change affects our ability to anticipate, shape and direct it using digital technologies.
Within museums there is a sense of fluid, fast-moving change arising from the proliferation of digital technologies. Signs and talk of change are everywhere. But, there’s no avoiding that museums are generally conservative, and change and innovation are often lost in translation in between the realms of bureaucracy, financial streamlining and supposed time and resource efficiency savings. This friction is clearly a frustration for those angling for change.
Perhaps we should reconsider the overemphasis on digital and of digital strategies and planning in our discussions and management of change processes within museums. Instead, we should focus our attention and effort on the dynamic, interactive and conversational basis of organisational change. One of the best books I’ve read about museums and change is Robert Janes’ Museums and the Paradox of Change. It suggests understanding change is more about encouraging responsiveness and learning, not necessarily strategic planning. If you haven’t read this book, I do recommend it. It’s a really honest and open account of organisational change within a museum.
Once we understand organisational change processes then we can start to think about our ability to predict, shape and direct it using digital technologies.