5.3.1 HVILKE KRAV HAR WEBBRUGERNE TIL MUSEERNES HJEMMESIDER? Den digitale generation på museum 51 Den primære årsag til at brugerne benytter museernes hjemmesider, er at forberede et besøg på det fysiske museum (80 %). Herudover benytter over halvdelen af brugerne hjemmesiderne til at søge information om museets genstande, samlinger eller udstillinger (62 %) eller museets aktiviteter (54 %). 52 % af webbrugerne mener, at museernes hjemmesider skal være en læringsressource. Og under 1 % af hjemmesidebrugerne deltager i online sociale netværk på museernes hjemmesider. I relation hertil bruger 36 % af alle respondenterne sociale medier som Facebook og Twitter hver dag eller næsten hver dag. Andelen af respondenter, som bruger sociale medier til daglig, er højest blandt dem, der hverken bruger museer eller museernes hjemmesider (39 %) (Op.cit. p.12). Sammenligner man disse statistiske informationer med Werner Schweibenz typografi over museumshjemmesider, kan webbrugernes årsager til at benytte museernes hjemmesider karakteriseres således Brochuremuseet er den primære anvendelsesform, idet det største antal brugere (80 %) benytter hjemmesiderne til at forberede et fysisk besøg Genstandsmuseet, hvor webbrugerne søger information om museets genstande og aktiviteter, er den næststørste anvendelsesform Det lærende museum fremgår ikke som en egentlig svarmulighed i undersøgelsen. Der er således ikke spurgt til “at lære noget nyt” som en årsag til, hvorfor brugerne benytter museernes hjemmesider. Der er dog spurgt til årsager som “at blive underholdt”, hvilket 4 % angiver som årsag til, hvorfor de bruger hjemmesiderne, mens 2 % angiver “at deltage i konkurrencer og spil” som årsag. Ifølge 52 % af webbrugerne bør museernes hjemmesider dog være en læringsressource. Det virtuelle museum, som tilbyder noget andet end det fysiske museum, er heller ikke en fremtrædende anvendelsesform; under 1 % deltager i online sociale netværk, 2 % deltager i spil og konkurrencer, og 4 % benytter museernes hjemmesider for at blive underholdt (Op.cit. p.29). Webbrugerne har dog en række krav til, hvordan museernes hjemmesider ideelt set bør være. En museumshjemmeside bør således indeholde to niveauer, hvoraf den ene er praktisk med faktuel information om priser, åbningstider, aktiviteter osv. (brochuremuseet).
Dernæst bør hjemmesiderne også have et indholdsniveau med mulighed for faglig fordybelse og interaktion, hvor der kan appelleres til flere forskellige brugertyper eller segmenter (genstandsmuseet, det lærende museum og det virtuelle museum). Af brugernes egne internetvaner fremgår det, at en stor andel læser og kommenterer blogs, læser netaviser dagligt, nogle gange læser netbøger, og lidt over halvdelen af brugerne hører og ser nogle gange netradio/Web-TV. Brugerne af hjemmesiderne har delte meninger om, hvilket formål en museumshjemmeside egentlig bør have: 73 % mener, at hjemmesiderne skal være en reklame for museerne, halvdelen mener, at hjemmesider skal være en søgebase eller en læringsressource, og kun 3 % Den digitale generation på museum 52 ønsker at netværke på museernes hjemmesider. Man kan argumentere for, at et sådan spørgsmål kan være svært at svare på, hvis ikke man bliver præsenteret for nogle eksempler; en reaktion på resultaterne af rapporten lød således på museernes forum www.formidlingsnet.dk24 “kan det tænkes, at vi som brugere ikke altid ved, hvad det er vi vil have, før vi har det?” I forlængelse heraf er det også uvist, hvilke forventninger ikke-brugerne har. Sammenligner man med internationale museumshjemmesider udvikles og udforskes indholdsniveauet i langt højere grad.
Eksempelvis har Smithsonian Museum i Washington oprettet en Smithsonian 2.0 blog og en wiki, hvor de i fællesskab med brugerne udvikler og diskuterer museets nye web- og mediestrategi. Formålet lyder som følger: ”1. Involve internal and external stakeholders, experts, and the general public (our customers! the people we serve!) in the development of the Smithsonian’s Web and New Media Strategy. 2. Provide a transparent, fast, and durable medium for strategy development and refinement 3. Demonstrate the potential of an open, public process” Brugerne kan deltage på wikien, hjemmesiden, bloggen eller uploade en kort film til YouTube, hvor de kan besvare dette spørgsmål: http://smithsonian-webstrategy.wikispaces.com/ Som tidligere nævnt har Brooklyn Museum benyttet deres hjemmeside til at åbne museet op for brugerne og til at tiltrække nye brugergrupper som et led i strategien “Let us come to you”, hvor museet 24 http://www.formidlingsnet.dk/arkiv/kuas-unders%c3%b8gelse-af-museernes-netbrugere-er-ude Den digitale generation på museum 53 benytter de websites, som mange af deres brugere og ikke-brugere allerede benytter (Facebook, YouTube, Twitter, Flickr m.fl.). http://www.brooklynmuseum.org/community/ Derudover udvikler museet konsekvent en indholdsdel til deres hjemmeside, hver gang de laver udstillinger og aktiviteter i museet – og disse er gerne brugerinddragende og interaktive.
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