Cilt 12, Sayı 108 (Ağustos 2023)

Araştırma Makalesi

Müze-İzleyici İletişiminde Yeni Bir Paradigmaya Doğru: Katılım Pratiklerinin Değişiminde Sosyal Medyanın Rolü

Yayımlandı 31.08.2023

Cilt 12 Sayı 108 kapak

Öz

21. yüzyılda yaşanan teknolojik gelişmelerle hızlı bir biçimde dönüşmeye başlayan iletişim alanı, temel hedeflerinden birisi toplumla iletişim olan müzecilik disiplinini de oldukça etkilemiştir. Her alanı kuşatan bu dönüşüm izleyicilerin sanatı ve kültürü tüketme biçimini de etkilemiş, sosyal medya aracılığıyla müze ve izleyicinin iki taraflı olarak birbirlerini besledikleri yeni bir iletişim biçimi yaratmış, müze-izleyici iletişiminin bağlamını da değiştirmiştir. Müzenin fiziksel mekânının haricinde yeni bir mekân yaratan sosyal medya, müzenin fiziksel mekânında gerçekleştiremediği birçok uygulamaya imkân tanımıştır. Müzelerin sosyal medya ile kurduğu bu yeni iletişim biçimi aslında yeni bir müzecilik paradigmasına doğru yönelimi de şekillendirmiştir. Bu çalışmanın amacı, yeni bir iletişim biçimi olarak ortaya çıkan sosyal medyanın müze izleyici iletişimindeki katılımcı pratiklere olan etkisini irdelemek ve çeşitli müzelerdeki uygulamalardan örneklerle bahsedilen değişimi açıklamaktır. Sonuç olarak, sosyal medyanın çift taraflı aktif bir iletişime imkân tanıyan yapısı ile müze katılımcı pratiklerine alternatif yeni katılım biçimleri yarattığı görülmüştür. Bu katılım biçimleri “katılımcı topluluklar oluşturma”, “kamusallığa katkı” ve “birlikte üretme” olarak üç temel kategori şeklinde sınıflandırılmıştır. Ayrıca bir yandan müze diğer yandan izleyici tarafından gerçekleştirilen katılımcı faaliyetlerin ortaya çıkardığı iki kutuplu katılım yapısına dikkat çekilmiştir. Bir başka deyişle sosyal medya aracılığıyla katılımın, müzenin katılımcı bir anlayışla tasarladığı faaliyetler ve izleyicinin doğrudan kendi isteğiyle çeşitli yollarla katılım sağlaması şeklinde gerçekleştiğine dikkat çekilmiştir.

Anahtar Kelimeler Müze, Sosyal Medya, İletişim, Katılım, Kamusallık, İzleyici

Abstract

Towards a New Paradigm in Museum-Audience Communication: The Role of Social Media in Changing Participation Practices

The field of communication, which has started to transform rapidly with the technological developments in the 21st century, has also greatly influenced the discipline of museology, one of the main goals of which is communication with the society. This transformation, which encompasses every field, has also affected the way the audience consumes art and culture, has created a new form of communication in which the museum and the audience feed each other bilaterally through social media, and has also changed the context of museum-audience communication. Social media, which created a new space apart from the physical space of the museum, allowed many applications that could not be realized in the physical space of the museum. This new form of communication established by museums with social media has actually shaped the orientation towards a new museology paradigm. The aim of this study is to examine the effect of social media, which has emerged as a new form of communication, on participatory practices in museum audience communication and to explain the mentioned change with examples from applications in various museums. As a result, it has been seen that social media, with its structure that allows for a two-way active communication, creates alternative new forms of participation to museum participant practices. These forms of participation are classified into three basic categories as "creating participatory communities", "contribution to publicity" and "co-production". In addition, attention was drawn to the bipolar participation structure that emerged from the participatory activities carried out by the museum on the one hand and the audience on the other. In other words, it has been pointed out that participation through social media takes place in the form of activities designed by the museum with a participatory and the audience's direct participation in various ways of their own will.

Keywords Museum, Social Media, Communication, Participation, Publicity, Audience

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Kaynakça

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