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The Museum of All: Institutional Communication Practices in a Participatory Networked World

ABSTRACT In this paper we will maintain that cultural institutions are increasingly facing the inevitability of a profound revision in their traditional parameters of unidirectional communication. Given the increasing availability of tools for audiovisual production as well as the diversity of networked communication contexts, the roles of the user and the audience have come to assume a participatory potential in the content they consume and attend; this will dictate their repositioning in relation to the universe of institutions' work. In order to communicate new messages, media narratives, views or perspectives on the same reality are constantly constructed, deconstructed and reconstructed. In this age of ‘ConsumerGenerated Media’, identities and representations are constantly changing. The idea and the concept of a brand now extends far beyond its own limits, taking on important emotional values, and people enjoy being a part of that brand's mythology. The Serralves Foundation, along with its Museum of Contemporary Art, in Porto, Portugal, was the subject of a first study of an empirical nature: a series of audio-visual objects were developed, in order to generate material for analysis and proposition. In this subsequent stage, we aim at the identification of new procedures and practices that may be effectively implemented within the institutional universe. We intend to establish more efficient communication contexts, including the maximizing of a set of relationships between institutions and audiences regarding dimensions that are traditionally outside the institutional radar: identity, narrative and affection. By referring to key examples, we will posit that in order to achieve more success in their missions, cultural institutions should focus on participatory education and communication processes regarding contemporary issues. By doing this, they will strengthen their engagement with their audiences and bring them into the institutions' projects. This project is currently undertaking a wide inventory and taxonomy of the various institutional paradigms in regards to communication practices. We aim at producing a map of vocations and positions within the institutional world in regards to the aforementioned issues that require participatory communication.