Vores brug af webbet gennemsyrer vores daglige liv og har ændret vores kommunikation og adfærd;
wikier, blogs, chatrooms, sociale netværk, søgemaskiner, peer production osv. repræsenterer nye for-
mer for deltagelse, indflydelse, underholdning, læring og kommunikation. For museerne betyder det
blandt andet, at deres webbrugere er vant til at have et bredt spektrum af information og forskellige
perspektiver at vælge imellem, at de er vant til at kunne kommentere og blive taget alvorligt, at de er
vant til at diskutere, dele og bruge hvad de finder i andre nye sammenhænge og derfor er museernes
kommunikation præget af nogle helt nye muligheder og udfordringer.
2.3 MUSEERNE PÅ WWW
I Danmark har langt de fleste museer fået en hjemmeside, hvor man kan orientere sig om den pågæl-
dende institutions aktiviteter, udstillinger, åbningstider og så videre. Men når det kommer til udvikling
af egentlige digitale formidlings– og udstillingsprojekter eller anvendelsen af sociale medier, halter de
danske museer endnu noget bagefter, hvis man sammenligner med de internationale museers webak-
tiviteter. Museernes hjemmesider kan karakteriseres ved hjælp af den tyske medieforsker Werner
Schweibenz typografi af museumshjemmesider. Schweibenz taler om fire forskellige typer: Brochure-
museet, genstandsmuseet, det lærende museum og det virtuelle museum (Schweibenz, W., 2004). Bro-
churemuseet er informativt i sin kommunikationsform og har samme formål som en brochure, nemlig
at forberede kommende museumsgæsters besøg på det fysiske museum, så her vil man finde oplys-
ninger om åbningstider, adresse og informationer om udstillinger, hvilket Danmarks Fotomuseum er
et eksempel på:
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