It seems impossible at this point in our technological lives that there could be a place untouched by the use of social media. That is just the case with many prestigious art galleries and museums. Their focus has been devoid of integrating social media with their field. This topic is explored by Simon Davies in his article, “Why art galleries need to embrace social media to survive.”
Davies is, without a doubt, correct. The only way to continue to thrive in our new lifestyles is by staying up-to-date on communicating with consumers. I understand the hesitation the galleries and museums must feel, though. It seems counterintuitive to introduce technology to pieces that are polar opposites to the digital age. The pieces displayed in galleries are masterpieces. They were made by people who had no idea how far we could come technologically. The physical, three-dimensional pieces of art cannot be viewed in the same way on a screen as it can be in person. If the only way to really see these paintings, sculptures and installations is by standing near them in the same location, why should they be included in social media? This is what I believe the museum and gallery directors are thinking, but we all know it is just not enough for today’s culture.
In his article, Davies states the two most popular art museums in the United Kingdom have seen a significant decrease in their number of visits and sales. Some would suggest this is because museums are becoming obsolete and as a result are witnessing a drop in numbers worldwide. They would be incorrect. For the majority of natural history museums, there has been a rise in local and tourist visitors. This is widely thought to have been done by the museum’s use of social media. By promoting their newest attractions and exhibits on social media platforms, the museums are gaining more recognition by the public and causing a resurgence in museum visits.
Artists have already begun to realize how unnecessary it is for them to be recognized by a gallery in order to become popular. Fewer and fewer creators are depending on big-named galleries to promote their work. They have the ability to create their own art pages on social media and gain more attention than if they were to wait for a gallery to give them an exhibit. This is causing a loss of artistic interest in museums and galleries, as well. With no new artist to showcase, galleries are forced to continue using artists they already have. Being unable to provide new works and artists to an already thinning crowd will not help revive their business. Galleries and museums must be willing to integrate and understand social media into their businesses. Until then, participation will continue to drop and artists and enjoyers will continue to use such platforms as Instagram and Pinterest to promote and look at art.
