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百年藝術混搭秒速圖像 博物館上Snapchat吸客

2016-12-01 13:44

Los Angeles County Museum of Art on Snap...
Los Angeles County Museum of Art on Snapchat 圖/擷取自 Snapdex
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Museums, the New Social Media Darlings

Talk about a mash-up. Perhaps the most ephemeral of social media channels, Snapchat, is being used to pair pop lyrics with images of centuries-old paintings or artifacts. The images last on a device for up to 10 seconds.

If it seems incongruous to juxtapose an ancient objet d’art with an image that disappears in a blink of an eye, that’s exactly what the Los Angeles County Museum of Art has been doing — to much fanfare. Last spring, its Snapchat account won a Webby Award, an internet honor from the International Academy of Digital Arts and Sciences, a judging body with more than 2,000 members.

談談混搭。社群媒體管道中堪稱內容存在時間最短的Snapchat,目前被用來將流行音樂歌詞與數百年前畫作或藝品的圖像配對。這些圖像在裝置存留的時間最長10秒。

如果古代藝術品與轉瞬即逝的圖像並列顯得不協調,這可正是洛杉磯郡立美術館一直在做的事,而且還大張旗鼓。該館的Snapchat帳戶去夏獲國際數位藝術與科學學院頒發網路獎項威比獎。該學院是有二千多成員的評審機構。

This emoji-oriented app, aimed at millennials and teenagers, is bringing a prominent collection front and center for a new generation. “Our strategy is to appeal to the younger audience to get the word out there about Lacma,” Lucy Redoglia, the museum’s social media manager, said, using the museum’s acronym. “These are people who may not be interested in art right away, but might find a connection through something that we post.”

Every museum wants a younger, more diverse audience, said JiaJia Fei, 29, digital director at the Jewish Museum in New York City: Social media has been a huge part of outreach and engagement as a tool of education.”

這個應用程式以表情符號為導向、瞄準千禧世代跟十來歲青少年,正把一組重要的卓越收藏品帶到新世代面前。該館社群媒體經理露西.雷多利亞說:「我們的策略是吸引年輕觀眾,讓大家知道Lacma。這些人可能不會馬上對藝術感興趣,卻可能透過我們貼上的某些東西產生連結。」Lacma是這家美術館的字首縮寫。

29歲的紐約市猶太博物館數位總監費佳佳表示,每間博物館都想要有有更年輕、更多樣化的觀眾。「社群媒體作為一項教育工具,在向外拓展與接觸方面一直具有極重的分量。」

“Instagram, Twitter, Snapchat are the primary way that people in my generation interact socially,” Fei said, so having a presence on the channels is important in reaching them.

Like those at the Los Angeles museum, in recent years social media managers at institutions around the world have been reaching out to audiences via witty posts on Facebook, Instagram, Snapchat and Twitter. They’re delivering quirky, educated content to capture new audiences with short video gallery tours led by a curator or a guest on camera on Facebook Live, or via Instagram real-time feeds, Twitter chats and more.

費佳佳說,「Instagram、推特和Snapchat都是我們這一代人社交互動的主要工具」,因此出現在這些管道上對接觸這些觀眾就很重要。

就像洛杉磯美術館這些人一樣,全球各機構的社群媒體經理近年也一直在臉書、Instagram、Snapchat及推特貼上風趣的內容,以此接觸觀眾。他們提供奇特和有教育意義的內容,包括館長或是在相機上臉書直播訪客所帶領的畫廊導覽短片,或是透過Instagram的即時動態,Twitter聊天等方式。

The Los Angeles museum, however, may be the winner in seizing the imagination of a youthful demographic. It was the first major museum to join Snapchat, in 2014, and its profile has more than 220,000 followers and roughly 85,000 views per snap. Snapchat continues to skew young, with 46.8 percent of its users between the ages of 18 and 24 as of last December.

不過,洛杉磯美術館可能是這些機構中擄獲年輕人想像力的贏家。它是加入Snapchat的第一家重要博物館,加入時間為2014年,資料擁有超過22萬個關注者,每次快照則有8萬5000次左右的觀看量。Snapchat持續偏年輕化,去年12月時,46.8%用戶年齡在18到24歲之間。

文/Kerry Hannon 譯/陳韋廷

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