Patricia Kolesnicov
07/21/2021 9:11 AM
Clarín.com
Opinion
Updated 07/21/2021 9:11 AM
As if the YouTubers recommending almost everything were not enough, now important museums have been uploaded to TikTok.
To get closer to the young people they explain.
And of course.
Then the statues dance, ways of portraying horses are shown or the stain that a character has on his face is investigated.
All
at full speed
, of course.
There is no choice but to run on TikTok, where until now the videos could last 1 minute but from this month - we gentrified! - they can reach 3.
Ninety seconds to show art
.
"We know, from the entrance tickets, that with our arrival at
TikTok
the visit of people under 25 years of age to the museum increased by 134 percent. They are large numbers," says Alejandra Micheli, the Argentine who manages the Ufizzi Gallery account. from Florence, in this network.
When it goes through the mold of TikTok, the museum has the form and message of this network: fast, short, seduce, subscribe
And there is a point: the objective would not be the videos themselves, but rather that they later reach the place, the real museum.
Where they will not meet with speed and winks but with
silence
, some formal knowledge, a huge space to walk and think about oneself and the world without haste.
Something similar to what happens
when we jump to look at the stars
.
TikTok
trains none of this
and it is enough to enter to see it: when it passes through the
TikTok
mold
, the museum has the form and message of this network: fast, short, seduce, subscribe.
What are we watching?
The attempt of the Prado Museum, for example, to interest young users in the "mysterious mole" of a painted character is moving.
"Have you ever imagined what this black element on his face means ...?"
it starts, intense.
But you have to clarify that the person who has it is "María Josefa de Borbón, from the family of Carlos IV."
Clash of worlds.
Not to mention the video in which an actor personifies the Louvre, Prado,
Hermitage
and
British
museums
, all in a comic tone and to accuse each other of having stolen works (and they will agree that the teacher is the British).
Livianito.
Maybe it works as a "hey, do you know that big museums have stolen works?"
And to something else.
When, in 1964, Marshall McLuhan said that
"the medium is the message" he
anticipated, in some way, how to think this.
If cinema, with its possibilities of layout, extended the possibility of seeing reality in a non-linear way, what art and what world are we seeing on
TikTok
?
PK
Look also
Dancing statues and thousands of followers: museums got on TikTok
TikTok: ticket for centennials
