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CREATIVE PROFESSIONALS AND MULTIMEDIA
FOR MUSEUMS AND CULTURAL LANDSCAPES COMMUNICATION
Lucia Cataldo
Giuliana Pascucci
ABA Macerata , Academy of Fine Arts in Verona
Academy of Fine Arts in Florence
Museum Palazzo Buonaccorsi, Macerata

MUSEUMS AND CULTURAL LANDSCAPES COMMUNICATION.
The concept of cultural landscape has made
many cross-related professionalisms,
highlighting the need for some expertise,
mainly in the multimedia communication
for the Cultural Heritage and Museums.

NUOVE PROFESSIONALITÀ CREATIVEThe multimedia communication is in continuous evolution.
It involves cooperation of new creative professionals
able to use technological equipment in order to amplify
the narration of the heritage
through the visual dimension, voice and sound.
Both cultural landscape and museum communicability
is improved more and more often through
multimedia narratives too.

The design and construction of these equipments
require transversal and specialist expertise,
mainly related to new digital skills,
as suggested by the
multidisciplinary training
programs proposed in the
Curricula Guidelines
for Museum
Professional
Development

FIGURE PROFESSIONALI (PROFESSIONALS?)
These innovative practices reflect the current challenges
of museum professions and the professionals' ability
to be restated ( engl .: to remediate ) [ Volter , Grusin 2002 ], that is
to remodel “the old”(?) and incorporate it into the new
intellectual and real museum display, proposing new
formulations in accordance with traditional skills

Digital age narratives for museums
and cultural landscape
New skills
for
multimedia
museum
communication
THE EXPERT IN
DIGITAL VIDEO
AND
THE SOUND
DESIGNER for
museums and
cultural
THE EXPERT
OF MULTIMEDIA
COMMUNICATION
for museums
and cultural
landscape

Il comune denominatore di tutte le attitudini
legate a queste nuove professionalità
è il considerare i museo e i paesaggi culturali come soggetti con
una forte identità visiva
The common factor
of all the attitudes related
to these new professionals
is to consider
museums and cultural landscapes
as subjects with a
strong identity
narrative , visual and sonorous

THE EXPERT IN DIGITAL VIDEO
Is interested in:
 telling “the soul” and the mission of the museum
and cultural landscape
 thinking museum and cultural landscape as one strong identity
 help create a closer and enduring relationship with all the
major actors—(players????) of the territory (see: Carta di Siena Icom
Italy 2014)
 encourage to attend the museum and its activities

Through the production of :
 trailers
 documentaries
 music videos
 narrative videos
that are products
having different types
of visual approaches
Museums tell many stories but they also need to be telled

Video winner of the 1th prize in the section
“Culture section and Spirit” of Competition “I Live Italy “
organized by Traipler.com and Canon Italy
Alia Simoncini
Trailer made for
Museo
di Palazzo Bonaccorsi
Macerata (Italy)
TRAILER
Link: https://youtu.be/WY57-hwlGbk

Zibaldone
Installation for the exhibition “Giacomo dei Libri”
House-museum of the poet Giacomo Leopardi. Recanati (Italy)
Copyright: Matteo Catani - Auretta Loria - Studio Grafico D2 .2009
property?-ownership??: Casa Leopardi
NARRATIVE
VIDEOS

THE EXPERT IN DIGITAL VIDEO : SKILLS
 specific technical knowledge and up to date
 cultural sensitivity and artistic sense
 curiosity
 basic museological expertise
 ability to identify the specificity of the museum and its
collections
 ability to understand the needs of curators

THE EXPERT OF MULTIMEDIA COMMUNICATION
This new professional, related to the use of digital technologies,
is equipped with informatics (oppure comuter science – in italiano:
INFORMATICHE) and communicational skills in addition to those professional
and specialist [Caraceni 2012, pp . 76-84 ; Ruge 2008 , pp . 29 , 32-34] .
Has adequate training and specific technical-disciplinary skills in coordinating
the design and managing digital content for the promotion and enhancement
(improvement ?? in italiano VALORIZZAZIONE)
of museums and cultural landscape’s heritage on the basis of a project
compliant
with the Institution's mission.

He/she is not a substitute for professional skills already existing
but an added professional,
a trait-d’union between the web master
and the technical communicator,
able to enhance any potential and synergy
between new and old jobs .
Also he can be expert in the production of new communicative
contexts , in collaboration with both the expert in digital video
and the sound designer.
In this historic moment this professional is therefore a link
between the various museum’s skills.

He/she has the task of:
 organizing and managing digital content, materials and information
processes,
 expanding cultural proposal (according to mission)
 management of digital tools to institute service:
website, social networks, digital catalogs etc ..
 design and implementation of multimedia installations
 optimizing user interfaces, usability and accessibility of informations
along with the expert in computer science and web graphic designer
 creating and organizing text, pictures, movies, hypertext and hypermedia
 publishing content via the web, and their organization and management
in the archives
 collaboration with the museum staff with which he cooperates

It also takes care of perception criteria,
the consistency of a
situatio comunicationis
and its ability to interact
with other processes.
Develops connections and creates interactions
between a communication medium and the other,
helping a cross-media interaction.

In summary has an overview of the institution
or of the cultural landscape
and deals with the creation
of a stylistic brand (=coordinated image)
pleasant and efficient
(i.e. museum and cultural landscape branding)

SKILLS
 multidisciplinary training, general and museological attitudes,
programming for audiencies, and for care and management of
informations about the collections
 excellent knowledge of the mother tongue and at least one foreign
language ( i.e.: written communication, speech, applied in
multimedia, synchronous and asynchronous)
 expertise in the use of Content Management System (CMS) and
social networks
 expertise in issues, storage and information management
 skills to make clear and immediate, through web communication,,
cultural policies in favor of the territory (landscape), education
(school) tourism (cultural) and social development (welfare)

Welcome to the journey into the Carriages Museum of Macerata(2009) - Civic Museums of Palazzo Buonaccorsi, Macerata, I
Multimedia installations in museums:
Taking a Carriage

CONCLUSIONS
The communicative context developed with the contribution of these
professionals helps to make the museum audience as the main actor
of a story, whereas both the cultural heritage and landscape are
expressed in recreational and interactive ways.
The result will be the expansion of cultural offerings and interaction
with an active and attentive audience that participates in the definition
of the museum message.

lucianacataldo@libero.it
giulianapascucci@gmail.com

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