A (virtual) museum visit
By RUTH EGLASH
Online social media platforms are changing the way museums, especially those in Israel, relate to their visitors.
Want to inject some culture or heritage into your life but don’t have the time
or inclination to visit a museum? Don’t worry; the solution to finding such
personal enrichment might be easier than you think.
Thanks to new
technology, the simple click of a mouse can bring mounds of information,
artifacts or artwork on display in museum galleries across the globe straight to
your own computer’s desktop and, as classic museology redefines itself in the
digital age, such “virtual visits” are becoming more attractive and interactive
In Israel, curators are among those leading the way to getting
museums on the Web.
Using all manner of online platforms, from
interactive Facebook Timelines dating back to ancient times to entire multimedia
art galleries available in online spaces, Jewish heritage and culture is
accessible even to those who are thousands of miles away.
“There was a
time a few years ago when if an organization or institute did not have a website
then it did not exist, but now that is true for being on social media,” states
Susan Hazan, curator of new media for the Israel Museum and head of
its Internet office.
“These platforms not only give us a public profile,
but people can join you, comment on what you are doing or ‘like’ you, and that
is becoming critical to everything we are trying to do,” she
Hazan, who recently returned from lecturing at the Museums and
the Web conference in San Diego, talks at length about the Israel Museum’s
efforts over the past year to get the ancient Dead Sea Scrolls online and
joining the unique Google Art Project alongside some of the most renowned art
museums across the globe.
“When we launched the Dead Sea Scrolls Digital
project, we were worried about getting negative or critical responses,” she
says, referring to factions that claim the scrolls do not belong to Israel. “We
had our mouse in hand and were ready to respond, but then we saw that users were
answering each and the interaction was tremendous! There were discussions and
discourse on the artifacts that were both historical and
Hazan also points to the Google Art Project, which the museum
joined earlier this month, as a “game changer” in the museum world.
says that it has allowed the institution to put entire art galleries and
historic artifacts online for public viewing like never before.
who are planning a trip to the museum can use it in advance, and those who have
already been here can follow up by looking at the galleries online,” she
Hazan also emphasizes that one of the most important aspect of the
museum’s online presence is that those who have never been or who have no plans
to visit now can.
“It puts us on the map,” she says.
expanses such as the Google Art Project and everyday social media platforms like
Facebook, Twitter and Pinterest – Hazan says that this visual pin board is
perfect for museum outreach – are being widely adopted by museums here and
abroad, there is still a debate in the profession about whether such mediums
enhance or hinder their work.
Rose Ginosar, director of special projects
at the Tower of David Museum, which recently launched its new Facebook page with
an interactive Timeline dating back to 1099 (the oldest on Facebook), discounts
claims that being on social media will deter people from making physical visits
“When people start interacting with something it only
increases their curiosity,” says Ginosar, who oversaw the massive task of
uploading thousands of photos, letters and other documents from the museum’s
archives onto Facebook.
She adds: “If someone based in Oklahoma goes
online to read about the museum and learns through our Timeline what we do, then
you can be sure that the first place that person will visit if they come to
Israel is the museum.”
Ginosar also states that being on social media is
not only about promoting your wares or developing a brand but also about a new
general approach to history and heritage.
“Today, a museum has to go
beyond its walls and allow those who are interested the opportunity to interact
even if they are more than 10,000 miles away,” says Ginosar, who hopes that fans
will not only browse the virtual galleries online but will also join the
dialogue on the museum’s Facebook page by commenting or sending in own old
photographs of Jerusalem.
“The world is changing,” she observes. “It’s no
longer about people simply viewing history but more about people taking part in