| Abstract [eng] |
The modern museum field actors – the founders, curators and visitors – their existence environment is influenced by network society and virtuality culture. Digital media expression in the museum is the media interaction, according to which the different concepts of museum 0.0, 1.0 and 2.0 were defined in this research. Museality is effective only when all the elements of the museum are adapted to the appropriate cultural level of the museum and communication happens taking into account the interests of partners. Systemic contradictions which became obvious show that the trends of the expression in the digital media in Lithuanian government institutions, museums and society do not always match. The research revealed that during the Soviet times, the museum 0.0 concept was dominant in Lithuanian museums communication strengthened by the control of communist regime and formed by the traditional media expression, and the needs of the industrial society. After the restoration of independence, the application of digital media in Lithuanian museums corresponded to the prolonged expectations peak of Gartner methodology, which has resulted in late massive stage in the application of digital media – the plateau of productivity. The research concerning characteristics of social networking tools in Lithuanian museum websites, visits to them, and in Facebook social media accounts and museums clustering results show that the majority of Lithuanian museums perform the communication in virtual space not according to the to the participatory museum 2.0 concept, which corresponds to the needs of networking society, but according to museum 1.0 concept, which is characteristic to the transition period from an industrial to networking society. The research showed that digital media expression in Lithuania is influenced by historical, legal - political context, technological possibilities and the appropriate application of digital media in Lithuanian museums and society. |
