During the pandemic they experienced a golden age, often the only bridge to stay connected to the real world. But how far have digital media really penetrated the cultural sector? And what will be the future scenarios of the new normal of cultural and tourist use? This is the theme of the XII Civita Report dedicated to “Next generation culture. Digital technologies and immersive languages for new cultural audiences ”(ed. Marsilio) illustrated today in the presence of the Minister of Culture Dario Franceschini. The research, carried out with ICOM Italia, explored the topic from three perspectives: museums, users and companies in the technological sectors that work with the world of culture. The data shows a significant increase in the digital offer of museums, mainly through social media already in use,activation of new channels (primarily YouTube) and the creation of new content (in the form of virtual tours, videos, live webinars and podcasts). The collections have become protagonists of digital communication, also offering insights into the treasures kept in the deposits and also activating a reflection on the need to deal with their digitization. But digital communication is not yet accompanied by a real strategy, adequate professional figures and long-medium term investments.also proposing insights into the treasures kept in the deposits and also activating a reflection on the need to deal with their digitization. But digital communication is not yet accompanied by a real strategy, adequate professional figures and long-medium term investments.also proposing insights into the treasures kept in the deposits and also activating a reflection on the need to deal with their digitization. But digital communication is not yet accompanied by a real strategy, adequate professional figures and long-medium term investments.
"We must explore this huge new territory" born or accelerated by the pandemic, comments Franceschini, recalling the commitment of the Mic with the ItsArt platform.
"The priorities today - adds Simonetta Giordani, general secretary of the Civita Association - are to understand the new needs of the world of cultural heritage, have a long-term vision, network among all the actors involved and welcome the idea of the evolution of museum, which will no longer be just a place to exhibit works but will also become important for what's around ".
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